Now or never!
Sandra Haischberger is the owner of feinedinge* and produces exquisite handmade porcelain in her studio store on Vienna's Wieden, focusing on tableware, lamps and home accessories.
Sandra Haischberger's professional career was not entirely straightforward: first she was a teacher, then took up ceramics as a hobby, and in the process discovered her passion for porcelain: she studied product design at the Angewandte in Vienna and interior and furniture design in London, then worked in an architecture firm. "There I learned a lot about plan drawing and project management," she says in conversation. All the work on the computer was then too little craft for the studied product designer and after the birth of her daughter, she thought, "It's now or never!" She rented a small studio in Vienna Margareten.
Building society and high-voltage connection
Initially as an OPB, she rented a "not really suitable basement studio around the corner," renovated everything herself and already had some plaster molds and a kiln, which she bought from her building society: "The most expensive thing was the high-voltage connection. And then I had very little money left over for varnish and paint," Haischberger says of the beginning. Through hard work, her customer base grew and the orders became constantly larger. International trade fair appearances were and are decisive for her success: Meanwhile feinedinge* is in demand worldwide: Sandra Haischberger counts customers from the Middle East to Scandinavia to Japan and employs seven female employees.
Corona: Lots of logistics and loyal customers
The Corona pandemic also led to some changes: Despite the pandemic, "we are in the insanely fortunate position of having quite a lot to do," says Sandra Haischberger happily. At the same time, Haischberger's creative team is much more concerned with internal logistics, with packaging, shipping and the corresponding materials - which means "a lot of extra work - and time." "So far," she says, "we've managed very well, and I'm very grateful that our customers appreciate our work so much and remain loyal to us."
"Gut feeling" and perseverance
"I was always very curious and really wanted to make it," Haischberger says. She wanted to be independent and earn a living with her exquisite craft. It's no wonder, then, that she doesn't see her "absolute passion" as 'work'. Perhaps that's also the secret to her success. Does she have any tips for being an entrepreneur? "Reacting quickly to various challenges with a good gut feeling and not falling into 'fear rigidity' is important. I think a certain willingness to take risks and lots of perseverance should also be present."
Services of the Vienna Business Agency:
- Funded at local supply Fokus Handwerk 2014
- Promoted at the funding program "Internationalization" 2009
as of May 2021