Written by: Sonja Staničić Photos: Zepter International
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Diana Zepter adopted the “Nothing will work unless you do” motto at an early age thanks to her uncle, the renowned entrepreneur and visionary Philip Zepter. Today, she is one of the key figures and chief executive officer of the prominent Zepter International company.
It is almost impossible to find anything about Diana and her private life on the Internet or in lifestyle magazines. She is only known as the grey eminence pulling the strings of her fine-tuned business and a businesswoman fully committed to her work and company development. And she has a sense of humour about it, joking that she may not make headlines on web portals but she’s a freak in Excel sheets.
Zepter International is a multinational corporation that has successfully manufactured and distributed exclusive, top-notch products for preserving and improving the health of people all around the world for almost four decades. It operates on five continents, in over 60 countries, counting more than eighty million happy customers.
The cordial and eloquent Diana Zepter let us in on some of her childhood memories and anecdotes, as well as present-day challenges she faces on a regular basis, and disclosed which qualities and practices she considers the key to success.
The first leg of our journalistic journey was learning first-hand what it is like to be “in the shoes” of the person at the helm of this imposing family business, what makes the backbone of their business philosophy, and how the Zepters have managed to maintain their innovative approach and quality standards intact, and consequently, retain their end consumers for nearly forty years thanks to the products made by their extremely motivated and productive employees.
How does it feel to be in a key position in such an esteemed company? Are everyday pressure and high expectations part of your job description?
When you are but a branch on a family business tree, and Zepter is, among other things, a family company, you don’t assume the role of an undisputed leader, but rather a key player who follows the established system and vision perfected by its founder and chairman Philip Zepter. He is still very active – I’d even say hyperactive (laughter) – he keeps an eye on everything and constantly pushes forward, which is a tough act to follow. I am by no means exempt from the responsibilities and challenges that come with my position. His motto – “Nothing will work unless you do” – clearly conveys the pressure and high expectations that come with the job.
We’re all trying to think like a dream team made up of top-tier managers, associates, and reliable advisors in all sixty countries in which we do business.
How would you describe your journey to the position of CEO of Zepter? What were the biggest challenges you’ve faced along the way?
Business savvy and innovative thinking is in my blood, so mine was always thicker than the entrepreneurial waters I ventured into at an early age. It was normal for us business younglings to go to corporate meetings, events, and celebrations, and I’ve attended plenty of these in the forty years of the company’s existence. I clearly recall the scores of phone calls, faxes, and emails that came in during weekends and late at night. For the Zepter family, anytime was a good time for business ideas and ventures. My family made me realise that creation is the greatest joy of all, but on the other hand, that goals do not have to be achieved at all costs.
After graduating in London and defending my two master’s theses, I was interested in finding out how other companies worked. I was eager to gain new insights and evaluate things from a fresh angle.
Therefore, I landed a job as client advisor at the UBS Wealth Management bank in London and worked there for six years.
Yet at some point you decided to come back to Zepter…
I was thirty-two when I moved from London to Zurich, where Zepter’s headquarters are situated, and I became strategy director in no time. Everything happened according to the tried-and-tested recipe, and that is – baptism by fire is a surefire way to learn the ropes. It may seem cruel, but it actually wasn’t because I could count on Philip’s support at all times. He closely monitored my work and progress. Most importantly, I had the freedom to make my own decisions, so I cut and grit my teeth according to his instructions.
Even though it wasn’t easy, I learned quickly. And for that I am infinitely grateful to him.
Your presence in the media and the public in general is very limited, so one gets the impression that you’re not eager to be in the spotlight. Would you still share a few personal titbits with our readers?
The media has long coined and cashed in on the term lady boss, which is the best possible description of women like me. I have to say that I may not make headlines on web portals but I’m a real freak in Excel sheets
Even though we live in the time of show-up culture, I don’t think my status depends on my presence in public life or lifestyle magazines. Admittedly, this doesn’t mean I don’t belong there if you consider how influential the brand I represent is, or that I have anything against this kind of exposure a priori.
Why is it so difficult to get a hold of me? Nowadays, privacy and intimacy are almost a lost concept, and I’m not even mildly drawn to sharing my personal life with a large audience. I’ll just put it out there that I’m an accomplished mother and that I have a wonderful husband from Split. But in the end, why should people care about that? After all, I’m not interested in the details of other people’s lives either. I prefer to read a good book about business, listen to a useful podcast or talk to an expert in the field on which I’m focused in a given moment. That’s how I keep myself educated, but also protect myself from the overall madness of the world in which we live in.
You seem to take great pleasure in continuous improvement, working on yourself, and achieving your goals. Have you always been like this?
I was born in Kozarska Dubica in Bosnia, I finished part of primary school and the first two grades of high school in Belgrade, and then continued my education in Switzerland and England. I realised very early on in life that nothing is impossible and that every difficult moment and every effort (and there were many) usually lead to something good and positive.
I learned to never give up if I truly believe in the ultimate goal. My recipe for success consists of the following ingredients: persistence, hard work, continuous learning, consistency, responsibility, courage, and passion.
The only not-so-great aspect of my attitude towards work is that I like to hold all the reins. But don’t get me wrong – I’m neither a robot nor a total control freak, I just do what I love and what makes me happy.
What does your typical working day look like? Could you provide a rundown of some of the everyday tasks you carry out to ensure the smooth the running of the company’s operations?
In short, I’m all over the appointed place from dawn till dusk. I always try to carefully assess priorities and devote the necessary time to every aspect of the job. Being responsible for a company that operates in sixty countries means I don’t have fixed working hours. However, time flies as I’m doing a high-powered job that fulfils me.
I also make an effort to ensure that my daily activities are aligned with the philosophy of life that our company adheres to and on which our strategic products are based, namely: Live better. Live longer. So, I live a healthy lifestyle: I watch what I eat and I exercise. The better your quality of life, the greater your success at work and the results you achieve.
Which skills and character traits do you consider to be crucial for successfully running a company in today’s ultra-fast-paced and competitive market?
Believe in yourself and don’t be afraid to stand out; always strive to become better and maintain independence. When you do what you love, what you believe in, and what you have a knack for, success is bound to come. In a family business, we are united by common values, and our driving force is at the same time our goal – health and well-being of people all around the world. The decisions of our founder, who guides us and keeps us going, create clarity towards the goal we’re pursuing and shape our vision and values.
In order to achieve such exceptional results, a person must have a natural gift for looking into the future and foretelling where the world is going, as well as recognising the challenges humanity is facing and offering unique products or solutions to tackle these challenges. Take, for example, Zepter’s Hyperlight Eyewear smart glasses. We started working on this product ten years ago, and it couldn’t have come at a better time.
The same goes for water and air purifiers, without which this cannot be a wonderful life. For decades, the Zepter company has raised the alarm about the plight of modern man, all the while offering efficient, practical, and scientifically backed solutions that are accessible to everyone. Someone once said that Zepter is a company of the people, by the people, for the people.
How do you perceive the role of women in leadership positions today, especially in the global business environment?
Taking into account all enterprises and the sales network, the representation of women in Zepter is remarkably high – over 70 percent!
If I had to make a statement about women in the business world, I’d say that the most important qualification for each job is competence. And that is not conditioned by gender.
Zepter International is known far and wide as a company that goes to extreme lengths to develop and cultivate a strong sense of community among its employees. How do you foster a culture of loyalty and teamwork within the company?
I get a lot of feedback based on which I can conclude that people are happy with their jobs at Zepter. They feel at ease here thanks to the supportive team spirit and family-like work environment. Our employees are rewarded and appreciated for their work, and the respect is mutual.
A happy workplace is one that brings people together for the long haul.
