10 Things life (and AMELI) taught me by 33

A personal reflection by Christina, Co-Founder of AMELI Zurich.

The journey of building AMELI has been not just a professional one, but a deeply personal one, too. A path filled with uncertainty, small wins, tough decisions - and most of all, growth. These ten lessons have shaped me not only as a founder, but as a human being.

1. Stop dreaming, start doing.

You’ll never feel fully ready. You’ll often feel “not enough.” But that feeling doesn’t disappear before you begin – it fades while you’re doing. The most important step is to start. Learn along the way. Grow as you go.

2. I can do hard things.

We all have moments when everything feels like too much. But I’ve learned that I’m stronger than I think. And sometimes, doing something “hard” doesn’t mean pushing harder – it means slowing down, setting boundaries, or letting go.

3. Don’t make yourself smaller than you are.

I used to downplay compliments or dismiss my achievements with “just lucky” or “it was nothing.” But why? We work hard. We show up. We build. We grow. And it’s okay to say: I did that. I’m proud of that.

4. A bag is never just a bag.

When we started AMELI, it was never only about handbags. I wanted to build something more: confidence, identity, connection. Your *why* matters — especially when you're struggling. Giving your product meaning and building a community around it — that’s where the real magic begins. And that’s what keeps you going.

5. We as women can shape society — but only together.

True change doesn’t happen in isolation. Whether we’re challenging outdated structures or redefining leadership, we need each other. I’m deeply grateful for the women who walked before me — and I feel a responsibility to walk with and for others. At AMELI, we believe in community, collaboration, and lifting each other up.

6. Asking for help is a strength — and a door opener.

I used to avoid asking for help because I didn’t want to seem weak or incapable. But some of the most meaningful progress — for AMELI and for me personally — came from simply reaching out. Support creates connection. And connection creates momentum.

7. Acceptance and constant tradeoffs are part of the process.

Especially in a start-up, things move fast — too fast. There’s always more to do, more ideas than capacity, more ambition than time. You say no a hundred times, and still feel behind. I’ve learned that accepting this tension — and living with the constant tradeoffs — is part of the founder journey.

8. Build resilience before you need it.

Being a founder is an emotional rollercoaster. Highs and lows come fast and unannounced. What helps me stay grounded: journaling, spending time offline (especially in nature), regular movement, nourishing food, sleep, and the 4-7-8 breathing technique (inhale for 4, hold for 7, exhale for 8). None of this is revolutionary — but it’s what sustains me.

9. Celebrate small wins — and yourself.

There’s always another challenge, another task, another next step. But pausing to acknowledge how far you’ve come — even if it’s just getting through a tough week — is essential. That’s how you build endurance. That’s how you reconnect with purpose.

10. Never stop learning.

As a founder, a leader, and a human – there is always something new to explore. Self-awareness. Communication. New skills. Different perspectives. Growth doesn’t have a finish line. Keep learning, keep evolving, and stay curious.

To me, AMELI is more than a brand. It’s a reflection of what happens when women choose to walk their path with courage, honesty, and togetherness. These learnings continue to guide me - and perhaps they’ll inspire you on your own journey, too.