Discover Germany | Special Theme | City Guide – Focus on Zurich 2022
Parfümerie Osswald.
Tanja Dreiding Wallace.
THREE GENERATIONS, 100 YEARS OF SUCCESS With its century-long tradition, Parfümerie Osswald is an integral part of Zurich’s cultural history. Founded in 1921 by Moldavian refugee Boris Dreiding, it is now run by the third generation, Tanja Dreiding Wallace. Its long success story thus continues. TEXT: MARILENA STRACKE I PHOTOS: PARFÜMERIE OSSWALD
The roots of Parfümerie Osswald can be traced back to Russian Kichinjow, where founder Boris Dreiding grew up in humble surroundings. Later, he came to Switzerland as a refugee. Hard work and a great deal of passion enabled him to realise his dream and open his own perfume shop in the heart of Zurich.
team of young women who firmly stand their ground in the fiercely competitive market of international corporations. “The secret to our continuous success is the ability to adapt,” Dreiding Wallace explains. “We don’t rest on our ancestors’ laurels, and rise to the challenges of our time.”
Today, his granddaughter Tanja Dreiding Wallace runs the luxurious shop at Zurich’s prestigious Paradeplatz, where Parfümerie Osswald is one of the last remaining family-run companies. Many brands such as Amouage, Maison Francis Kurkdjian and La Mer started their own success stories here. Just like back in the early days, each and every brand on sale is individually curated by the Osswald team.
Her mother Tamara had already shown them how it’s done. When she was the manag-
Since Tanja Dreiding Wallace took over in 2014, the store has been exclusively run by a 50 | Issue 89 | January 2022
ing director in the 1990s, she succeeded in keeping the shop relevant despite the increasing competition from national and international cosmetics chains around the Bahnhofstrasse area in Zurich. Her bold decision to focus exclusively on niche fragrances and luxury care paid off. It’s not only the product range that makes Parfümerie Osswald so successful, but also the culture of female empowerment and team spirit. Teamwork is firmly established in Dreiding Wallace’s philosophy. With this attitude she has managed to keep sales going during the pandemic, expanded online sales by 150 per cent, designed innovative live shopping experiences for customers, and creatively repurposed the New York shop. Innovation is key, yes, but the beautiful shop in Zurich remains the heart and soul of it all. “We are convinced that excellent service from one human being to another will always be in fashion.”
Parfümerie Osswald in the 1930s.
www.osswald.ch
