A successful businesswoman, Giselle Rufer Delance considers herself to be on a mission to inspire and motivate people. Ms Rufer uses her experience to encourage people to set goals and work hard to accomplish them. Her DELANCE watch brand serves as a paradigm of inventiveness, courage, and excellence for all entrepreneurs, men and women alike.
Below are highlights of the interview:
Describe your background and what did you do before you founded/joined the company?
When I was 4 years old, I dreamt of becoming a cowbee, which for me was the feminine version of a cowboy. What an exciting life awaits you! Then, after having read the lives of the Saints, I wanted to become a Saint. Faced with such an insurmountable task, however, I ended up becoming a tomboy ready to defend any noble cause! When a teacher nicknamed me “Don Quichotte,” I pertly responded, “No, Madam, I am Doña Quichotte.” Later on, I discovered my artist’s name: Giselle Delance. I carefully stored it away for the future—if I were an artist, I could live all the lives I wanted!
Before I turned 15, I had to work at my mother’s firm. As my mother’s second in command, I learned every aspect of the business. By the age of 22, when I married and left the business, I had learned an enormous number of useful things, including how to work 12 hours a day with a smile on my face.
As soon as I was married, I went back to school until I was 26 and obtained the Swiss scientific baccalaureate. In 1969 and 1971, my two children were born. After that, I took art courses to become an artist. I worked until I was 36 as an assistant in art at the university and as an art teacher in secondary schools. From 36 to 40, I went to engineering school and obtained my degree as the only woman graduate of the class.
Tell us more about the company.
At 40, I was hired by the Swatch group to launch the Flik Flak series and discovered as I travelled throughout the world that the watches designed for women were not to my taste.
In my passion to discover the meaning of time, I realized that time is life. This created in me the desire to create a timepiece symbolic of both the passage of time and eternity, whence came the design of the Delance watch line.
I felt I had to personally create the watch that corresponded to a woman’s time, her talents, values, and dreams since the large companies in the industry I contacted were not interested.
Delance watches are meant for the woman who requires a timepiece that is truly unique, a woman who is looking for a special design with a symbolic meaning. The man in her life, who loves her for all that she is, is also drawn to the idea of offering her a watch that will symbolize their love and the deep bond that unites them.
The act of creation brings me great joy. Each time I offer to personalize the Delance watch for its new owner and I see her eyes light up, my happiness is complete. This moment represents the meeting of two souls in a joint endeavour of collaboration, a form of communion. When I have the pleasure of speaking at conferences, I often talk about the creative act and my passion for what I do – in fact, I talk about my life.
What has been your biggest learning since becoming an entrepreneur/ business leader?
My enterprise allowed me to discover who I am, and although I suspected that I was capable of doing all I do, I could never be sure until I had accomplished it. I travel the world by myself, from exhibition to conference. On occasion, I have spoken in front of a thousand people in a foreign language; the television, radio, and press come to ask me for comments in French, German, and English. Once the shadow of a corporate president, the assistant I used to be has come a long way from those days.
In Switzerland, I was named “Woman Entrepreneur for 2008”. This is an incredible recognition. It affords me great pleasure. I was given champagne and invited to speak on radio and television, as if I had suddenly become a genius! But I keep my feet on the ground and use all this acclaim as a marketing tool, for, after all, that is the purpose of this award, to bring the entrepreneur visibility so she can benefit from it to advance her company.
The lessons gleaned from this life? I would like to tell each of you to be all you are, to develop your talents, to learn all you can, to live as fully as possible, to love each other more and, above all, to laugh, laugh and enjoy life.
Life passes so quickly, we mustn’t waste a second… honestly, on my word as a watchmaker!
How do you motivate people to go the extra mile?
I trust them that they can do the job. If they have doubts, I support and encourage them. I listen to their suggestions and propositions and, if it is appropriate, we implement them. They have a lot of liberty, and I encourage initiative. I recognize their contributions, small and big.
What gets you up in the morning? What motivates you?
The 3 important tasks I listed the day before and that I have to achieve that day. The hope to make a good deal, the opportunity to meet interesting people, a project to develop or achieve, and the many tasks that I have to do.
Kindly describe how you will specifically know what success looks like for you.
I have a long-term success in view: Delance is the watch that women all over the world want to wear, to buy, to offer. The Delance watch is a coveted award for the achievement of a woman.
When I have done-achieved all that made me get up in the morning, the 3 important tasks of the day, it is the success of the day.
Every time my team or I have achieved a goal, near or far, it is a success that we celebrate according to its importance.
What is some of the advice you give to aspiring female leaders?
Be yourself, be true to your values, develop your talent, be all that you can be, be authentic, be more of a woman. And take care of your soul, your health, your dreams, your family. Enjoy life, dance, sing, love, work with joy and intensity. To be a good leader, you have to inspire others so that they want to follow you.
What are your future plans to sustain the company’s success?
It is time for myself to prepare my retirement. That is why I’m looking for a woman who can take up the torch and keep the DELANCE flame alive and expand the company all over the world. I would like to stay the soul, the ambassador of the company for ever.
Website: www.delance.com
