I recently visited a beautiful little store in Saas-Fee — one that had placed a large wholesale order with me. As we chatted about the shop and my products, the owner told me how thrilled they were to have found my work. They said they’d been searching for a long time for Swiss souvenirs that felt modern, tasteful, and distinctive — something different from what every other store was stocking.
Naturally, as a small business owner (and someone who struggles with imposter syndrome), I was incredibly flattered. But honestly, I left that conversation feeling like I was the lucky one.
Creating folk-art-inspired Swiss souvenirs — pieces that reflect life here and the rich traditions of Switzerland — brings me genuine joy. There’s something magical about designing items that spark emotion and memories in people. And while I’m so happy and grateful to be doing this work now, the truth is: I never set out to become a souvenir designer.
In fact, I think that’s exactly why it works.
Finding My Style
My illustrative style has stayed pretty consistent since my university days back in 2008, when I was studying Graphic Design & Illustration with a focus on pattern and textile/homeware design. During that time, I discovered Scandinavian and Nordic design — and completely fell in love.
I became obsessed with the vibrant flowers of Marimekko, the bold, geometric prints of Sanna Annukka, the retro patterns of Arabia, and of course, Ikea’s ever-evolving textile collections. Studying these iconic designers and brands helped me find my creative niche: mirrored folk-art designs filled with flowers, animals, and symmetry.
The Start of The Kindest
I’ve shared a bit here and on Instagram about the beginnings of The Kindest — how it all started as a humble stationery business. I was designing folk-art-inspired greeting cards and imagining it might evolve into a wedding stationery brand, or maybe include things like pens and notebooks.
Back then, I was drawing woodland scenes, soft florals, and birds — until one day, I revisited an old illustration of a cow I’d created when I first moved to Switzerland. (read more about that here) That moment was a turning point. Suddenly, the ideas started to flow: more cows, edelweiss, alpine patterns, papercut motifs. My love for Swiss culture, landscapes, and symbolism found its way into everything I was creating — and it just clicked.
Letting the Brand Find Me
It’s taken a few years for The Kindest to become what it is today, and while it now feels like the brand it was always meant to be, I genuinely believe that building something meaningful takes time. There’s no shame in experimenting, evolving, and allowing your work to guide you.
If you’re creating something from the heart, it will eventually find its way. That’s what happened for me — and I’m so glad it did.
What’s Next for The Kindest
As The Kindest continues to grow, I’m excited to keep exploring what it means to create modern, meaningful souvenirs that celebrate the spirit of Switzerland — its nature, traditions, and quiet magic. Whether it’s a tiny alpine flower or a curious cow, every design is a love letter to this beautiful country that’s become my home.
Let’s Stay Connected
If you’ve ever dreamed of starting your own creative business — or you’ve taken an unexpected turn that led to something beautiful — I’d love to hear your story. Share your thoughts in the comments or send me a message over on Instagram — that’s where I share behind-the-scenes, new designs, and glimpses of life in Switzerland.
And if you'd like to see the designs I’ve been talking about, you can explore my collection of Swiss-inspired souvenirs and gifts over at The Kindest Shop.
Thank you for reading,
Yasmin