Ashley Piszek of MISS SWISS on generating quick growth and expansion in the startup phase


Describe your business in a few words:

In less than a year, MISS SWISS has been picked up by major retailers including Urban Outfitters, Verishop, Amazon, and boutiques around the US. Our MISS SWISS 2-in-1 Brush Holder & Drying Rack was awarded a Her Campus Beauty Award in October 2021, and our products have been featured in Star Magazine, Drift Travel, E! News Daily Pop, Her Campus, Style Caster, NBC News and Marie Claire. 

What made you take the leap to start your own business?

Entrepreneurial spirit runs in my family but I decided to launch my company, MISS SWISS because my concept for my Glamour on the Go makeup case literally fell into my lap. I was at a concert and had a “purse catastrophe.”  The friction between my eyeliner lid and the other contents of my purse caused the lid of the eyeliner to come off which not only ruined the eyeliner but also destroyed my purse. The purse was a gift from my boyfriend, now husband, who saved up to get me this beautiful purse. When I reluctantly told him what happened, he told me he couldn’t afford to replace the bag and that I needed to make sure this didn’t happen again. 

When I told my friends and family what happened they said that they had similar problems with other makeup products that have pop on lids like lipstick and that this spillage also occurred in their makeup cases as well. That is when I researched other makeup cases and found they were too bulky and heavy to carry in a purse or did not allow for proper spacing to prevent spillage, they only contained the spills. After I conducted focus groups on issues makeup wearers have, I noticed that there were multiple problems makeup wearers were frustrated about. It was at that point I knew I would be able to differentiate my product offerings from the major players in the beauty industry by not just creating great quality products, but making sure the products I launch have a purpose and solve a problem. 

What was your background prior to starting your own business?

I launched MISS SWISS right after I graduated college in 2019.  While in college, I ran social media accounts for a luxury home real estate agent.  As an accounting and marketing dual major, I took as many business courses as possible so when I entered the workforce, I would be multifaceted and have at least a basic understanding of all aspects of business.

Did you always know you wanted to be an entrepreneur?

Personally, I didn’t think I would always be an entrepreneur, but my family always did. I was the child with the lemonade stand at 5, crafting and selling doll furniture at 8, and hand sewing fabric bags and purses in my teens. I always loved selling products but it wasn’t until I was in High School when I studied abroad and took my first business management class that I wanted to become an entrepreneur. 

Take us back to when you first launched your business, what was your marketing strategy to get the word out and did it go as planned?

Launching a new business is challenging, launching a new business during a pandemic was even more so. Before launching MISS SWISS, I conducted market research, held focus groups, created and designed my Glamour on the Go Cases over a year before the first mention of the pandemic. Our marketing strategy was all about selling a “Glamour on the Go ” lifestyle but with the pandemic limiting travel, everyone wearing masks, and quarantining, I had to shift the focus of MISS SWISS so it would still be relevant and useful during this very uncertain time. 

We decided to shift our focus to not only “Glamour on the Go” but also glamour at home. We launched our MISS SWISS 2-in-1 Brush Holder & Drying Rack a month after we launched our glam on the go Makeup Cases. The Brush Holder was not only perfect for traveling with your makeup brushes, but it had uses where it would be helpful at home too. The multifunctional benefits of the brush holder made it the perfect tool to prevent makeup brushes from getting ruined by dust and germs, made drying your makeup brushes easier, and was the perfect vanity decoration that could also be personalized with a name, initial, monogram, or social media handle. Shifting our focus during the pandemic allowed MISS SWISS to continue to grow and solve problems for makeup wearers even when people couldn’t be traveling. 

What is the accomplishment you are the most proud of to date?

The accomplishment I am most proud of has to be having my first Invention, the Glamour on the Go Makeup Case,  being sold in Urban Outfitters. It was such a surreal feeling to have a product I spent a year+ bringing to life and patenting being sold by a major retailer.

What have you achieved recently that you’d like to celebrate with our community?

I recently was accepted into the Entrepreneur Magazine Leadership Network. I have been extremely fortunate to have a few mentors who have helped me get to where I am today. It is an amazing feeling that now I can do the same by publishing some of my business tips and tricks to a platform of over three million entrepreneurs.

What’s next for your business? What can we expect to see over the next few years?

I am incredibly grateful that MISS SWISS has grown so quickly, this growth has really allowed me to start expanding MISS SWISS into makeup, skincare, and other travel accessories. We are working on creating vegan formulations for both makeup and skincare products we want to launch. We are also in the process of launching our own IOS app.

What excites you about being an Entreprenista League member?

I am excited about being an Entreprenista League member because it will give me the opportunity to learn and connect with successful, inspirational and supportive professional women. I launched MISS SWISS in the middle of the pandemic, so my networking opportunities have been limited. I love meeting other women entrepreneurs, networking, and interacting with women I can learn with and grow.

Share it!

Posted in

Leave a Comment

Scaling Strategies to Elevate Your Business with Carlyn Bushman

For new businesses or even businesses simply looking to expand, understanding the importance and benefits of setting a foundation that supports uninhibited growth is key. Carlyn’s experience in manifesting success in this area comes directly through creating businesses of her own from the ground up. Through this work, she often gets questions like: How do…

Disrupting an Industry with Alexandra Keating of Uni

Like many Entreprenistas, Alexandra always knew she wanted to run a business, and she has—multiple businesses, in fact. When she became obsessed with the fact that the personal care industry uses a lot of single-use products, she knew the solution and she knew her next business.  Today, we sit down with Alexandra Keating, founder of…

The DHL Express GoGreen Giveaway is Helping Entreprenistas Go Global in a Sustainable Way

In Partnership with DHL Express We speak to eCommerce founders every day that are looking to launch, scale and grow their businesses. One of the biggest things to consider for growth: international shipping – but the question remains, how do small businesses ship internationally and is there a way to do so sustainably?  In a…

How to Deal with your Team’s Burn Out

As an Entreprenista, your business is not just a job, it’s a passion. You put in long hours, sweat and tears, and endless effort to make it successful. However, this can often lead to burnout, especially during times of high stress. And with May being National Mental Health Awareness Month, it’s important to address this…

Tapping Into The Creativity with Catalina Escallon of Noodo Studio

While Catalina Escallon is an artist, and by definition, a creative person, she realized that a lot of people did not view themselves that way as they got older. So she and her partner decided to start a studio that helps people realize that there are many ways to be creative.  In today’s episode, we…

Building Your Personal Brand with Stacey Ross Cohen of Co-Communications

Stacey grew up around entrepreneurs, so it’s safe to say that being a business owner is in her blood, and she has been doing it successfully for well over two decades. But her newest passion is helping the next generation make sense and leverage the digital age to build a personal brand that helps them…

Learning The Heart and Soul of SEO with Meg Clarke of Clapping Dog Media

Like many Entreprenistas, Meg left the corporate world once she had kids and started to work on her own. She had experience with web design, so that’s what she did, before she realized that having the perfect website is meaningless if no one finds it. So she dug in and learned everything there was to…

Social Media Marketing 101 with Sarah Bugeja of Later

Sarah has spent her career constantly learning new skills—both on the job and off—to further her career. She also mastered learning when it’s time to move on to the next opportunity. Now she’s here to share her story and also her tips and tricks regarding all things social media.  Today, we sit down with Sarah…

Mamaprenista Candice D’Angelo reflects on Launching ‘The Selling Lab’

Below is a brief introduction about Candice D’Angelo and her business, The Selling Lab: Candice D’Angelo – a corporate dropout with 12+ years of sales experience – is the founder of The Selling Lab, a sales training agency where online and offline businesses alike come to level up their sales skills and build custom trainings.…

Founder Jené Hernandez, of Mixology Marketing, on Helping Businesses Stand Out and Achieve their Marketing Goals

Hello Jené! Please share a brief introduction about yourself and your business: As one of the leading marketing agencies in Los Angeles, Mixology Marketing blends creativity and strategy to create bespoke marketing experiences for our clients. From digital marketing and social media to content creation, website development, and impactful events, we take a unique approach…

How To Create The Best Brand Message For Your Business with Xindi Soh of By Xindi

Over the course of her business, Xindi has had to confront herself and get a grasp on who she is, what she stands for, and what she wants. But the ride hasn’t always been what she was expecting. Now she preaches leaning into the hard stuff and believing in yourself, and it seems to be…

How To Find Unique Ways To Fund Your Business with Arion Long of Femly

Our Entreprenista of the Year: Arion Long has always been an overachiever; she started college at 15 years old. But one thing that threatened to hold her back was her periods. After going to many gynecologists, she found one that not only listened to her, but told her something that would change the course of…

Katherine Wallisch on Empowerment Consulting for Parents and Clinicians of Non-Speaking Children

Hello Katherine! Please share a brief introduction about yourself and your business: As a speech-language pathologist specializing in Autism and Augmentative and Alternative Communication (AAC), I have created a comprehensive empowerment program for parents and clinicians. My name is Katherine Wallisch, and I am the mother of a 7-year-old son and a 3-year-old daughter. Growing…

Digitizing Art For A Business with Sally King McBride of The Letter Nest

When Sally’s friends and family started having children, she looked for gifts that would be meaningful and lasting. As an artist, she decided to create watercolor name paintings. Soon, the commissions started flooding in and she had a proof of concept for a business.  In today’s episode, we sit down with Sally King McBride, founder…

When Being an Entreprenista is in Your DNA with Carrie Shaw of Copper

Carrie’s career path is quite the story: she started in product management and stayed in that for over a decade before switching to marketing and falling in love. After she had been with Copper for a couple years as CMO, she was offered the CEO position and almost turned it down, but she didn’t. Now…