The story behind the brand MISS SWISS: Exclusive interview with Ashley Piszek

Today, I want to share with you the inspirational story behind the brand MISS SWISS, founded by 24-year-old entrepreneur, Ashley Piszek. 

Ashley’s story is truly inspirational  – she flipped a house in college to fund her business, overcame dyslexia and continues to combat bullying.  As her story is spreading nationally, cyberbullying is an ongoing issue as internet trolls take aim at her weight. 

Today I am delighted to share Ashley’s inspirational story behind the brand MISS SWISS, with you as well as  her hopes for the future and her advice for other young entrepreneurs.

The Inspirational Story behind the brand Miss Swiss

Can you tell me what inspired you to take the leap to launch MISS SWISS, and can you describe your brand to us in a few words?

My inspiration for MISS SWISS formed after my own “purse catastrophe.”  When my makeup was damaged and my purse destroyed while attending a concert, I quickly realized I was not alone.  Other makeup cases were too large to fit in a purse or did not allow for proper spacing to prevent spillage, so I invented a makeup case that solves a few problems makeup wearers have.

MISS SWISS, which is manufactured in the U.S.A., has four holders inside a heavy-duty plastic shell that comes in five colors: Princess of Monaco Pink, Silhouette Black, Blue Hydrangea, Fiolet Purple, and Summertime Shandy Yellow.  MISS SWISS is 7.25 inches long, 4.25 inches wide, 1.25 inches deep, and comes with a shatter-resistant mirror inside.

I understand you have had to overcome a battle with dyslexia and also that you have suffered at the hands of cyber bullies. How do you think this experience shaped your identity and your career? And how would you advise others to deal with these challenges?

I was diagnosed with dyslexia in my freshman year of high school. Throughout my primary education I memorized words instead of sounding them out while reading. I had assumed that was how everyone read until freshman year English in which we read Shakespeare aloud to the entire class. I didn’t recognize any of the words and was really struggling. Shortly after that I was tested and officially diagnosed with dyslexia.

My dyslexia was able to go undetected for so long because I worked very hard memorizing words which enabled me to do my homework, learn and advance. I was already used to working twice as hard just to stay afloat in school, so when I decided to start MISS SWISS, I was used to the hard work. My recommendation to others would be if you or someone you know struggles to read, testing is a good starting point. My brother was diagnosed with dyslexia and dysgraphia in 4th grade and he was given the tools and tricks to help him be successful in school. 

I had never dealt with cyber bullying growing up so I was blindsided when my first major article posted about MISS SWISS that also talked a little bit about my personal story resulted in some terrible comments.

People making fun of not only me but also my models. Being cyber bullied is no joke. It was so mortifying that I didn’t want to share the amazing article about my company with my family because I didn’t want them to see what people were saying about me.

What really helped me deal with this was taking inspiration from women, like Lady Gaga who are resilient when haters attack. I believe these challenges have made me work harder, which will lead to my continued success.

My advice to others is hold your head up high and be proud of your efforts. People wouldn’t be picking on you if you weren’t special. The biggest advice my mom gave me after that article was posted was “when the bullies are picking on you – they are leaving everyone else alone”.

How did you test your idea for MISS SWISS in the marketplace?

I conducted research studies with makeup users and learned about their issues applying makeup on the go. The three major issues that were consistently brought up were that makeup gets lost inside purses, makeup spills, and makeup is difficult to apply on the go.

Our original MISS SWISS only took into account makeup getting lost and spilling so we adjusted our prototypes to make the holders  pivot so the makeup wearer can leave the base of the makeup in the holder during application.

Can you take us through the process of designing, prototyping, and manufacturing your first product, and share with us some of the challenges you faced?

The design process was the hardest part of bringing MISS SWISS to the market. When I first designed MISS SWISS I collaged a bunch of pictures together to make a rough idea of what I wanted. Once I knew what I was looking to make we started prototyping.

All of our prototypes were 3D printed before we had our injection molds made. My now husband helped me design our first very rough prototype at Lehigh University. We made CAD drawings and then printed and assembled it.

It looked nothing like what MISS SWISS is now but it was a great starting point. Then, we conducted focus groups with makeup wearers and asked them what issues they have with makeup and makeup cases.

After that, we took that information and adjusted the design until we got to a place where we could actually show the product to people for feedback. After many adjustments to our prototypes to make sure makeup wearers would love MISS SWISS, we finally created our injection mold.

The most difficult part is although 3D printers are great to get an idea of your product, it is not alway 100% accurate. In our case, when I 3D printed MISS SWISS some of the parts were warped during the 3D printing process because there isn’t a mold to make sure the plastic keeps the desired form.

We have to do a few rounds of injection molding changes to make sure MISS SWISS was perfect because of a few differences between what we were seeing in our3D printed prototypes and the injection molded parts. 

And, how did you go about obtaining the necessary funding for your project?

When I came up with the idea for MISS SWISS I had no clue how much it would cost to bring my vision to market. Since there are many moving parts to MISS SWISS and the holders expand to fit a large variety of makeup products, we needed to create two injection molds.

The injection molds were very expensive so I flipped a house in between classes at DeSales University, where I graduated Cum Laude in 2019. I wanted to make as much money as possible to pay for my injection molds.

My mom and I did as much of the work as possible so we could make a bigger profit. We demoed the house, designed it, tiled, grouted, spackled, painted, and staged our flip. The only part of the house we didn’t work on was electrical and plumbing work. 

What about the launch? Can you describe the process of launching your business in the middle of a pandemic? 

 Launching in a pandemic was more difficult than I could have ever imagined. I was responsible for purchasing all of the assembly parts for MISS SWISS which included the mirrors, screws, nuts, hinge pins, and packaging while finding a manufacturer and having the injection mold made.

Each part of finding suppliers and getting samples during the pandemic added it’s own set of issues. Starting a business in general is difficult but the pandemic added a new level of uncertainty and delays.

We were supposed to launch in late August or early September but due to the pandemic, we didn’t have product until late December. 

Where do you sell your makeup cases? Are you able to purchase them from somewhere other than your website?

Currently, MISS SWISS is available exclusively on our website but will be available on Amazon this month. 

What kind of woman is a “MISS SWISS” customer?

A MISS SWISS customer is a makeup wearer who is looking to apply their makeup on the go, touch up their makeup throughout the day, and/or transition their makeup look from day to night while preventing their makeup from spilling.

This series is all about representing and empowering dynamic women everywhere; can you recall a particular moment this year that influenced your growth and evolution as a woman?

My life prior to launching MISS SWISS could be called successful while flying under the radar.

This year, I shed my cloak of invisibility, and during a Pandemic I both launched a business which brought a new innovation to the beauty industry and married the man of my dreams.

My defining moment was in August when the mold for MISS SWISS was delayed, I chose to forge ahead with launching my business later in the year. Switching gears, I jumped on the opportunity to get married while my immediate family was home and healthy.

What do you want to be known for in your life and career?

My dream is to follow in my grandfather’s footsteps. To be known as a successful business founder, and a philanthropist. It would be personally rewarding to assist other young women to realize their dreams.

What has been the biggest challenge/ hurdle you have faced so far?

The biggest challenge I have faced so far would have to be sourcing the parts for MISS SWISS. In the beginning, I thought it would be easy. You find your parts, get a quote, order, and you can make your product.

The pandemic added a new layer of difficulty. We ordered our product packaging and a month before it was set to arrive we received an email from the packager saying that our delivery would be delayed by two months. 

What has been your biggest milestone / achievement so far ?

The biggest milestone so far has to be the MISS SWISS influencer campaign. For our influencer campaign I wanted to include my love for supporting nonprofits together with my new business.

I took inspiration from my go to holiday gifts for my friends and family which is a donation to their favourite charity. I got a quote for how much fancy packaging would cost and took that amount and donated it to influencer’s favourite charities. The influencer campaign was very successful and allowed us to donate to over 50 amazing nonprofits. 

What are your aspirations for the future? Where would you like to see your brand 5 years from now and are there any imminent plans for the company that you’d like to share?

My aspirations for the future are to make MISS SWISS a major beauty brand. There are  many exciting new developments at MISS SWISS.

We are launching a brush holder March 15th and have some other exciting plans for the future that include a MISS SWISS makeup line and a MISS SWISS mini that holds travel sized makeup products. 

What words of advice do you have for any young entrepreneurs who are just starting out?

My advice is to dream big! Create a business plan, a marketing plan, and align yourself with an amazing team of professionals that will help you achieve your goals. Don’t be afraid to adjust along the way, just follow your gut.

Is there anything else you would like to share with us today?

 The only other thing I have to say is that if anyone is even thinking about starting their own business to give it a try. Get as much constructive feedback as possible and follow your dream. 

Since graduating college last year, Ashley launched MISS SWISS, runs her business full-time and got married – all during a pandemic, and is proof that we can all achieve our dreams if we believe in ourselves and never give up!

I hope you enjoyed this interview with Ashley about the Inspiring Story behind the brand, MISS SWISS, and you can have a look here for more of our inspiring women features.