Entrepreneur Susanna Peters: “You can only speak to a customer when you know their dreams, fears, and expectations”

In our blog, we are shining a spotlight on inspiring entrepreneurs and the stories behind their ventures. The third person to answer our questions was creative fashion designer Susanna Peters, who said that the biggest advantage of being an entrepreneur is freedom of choice.

What made you want or need to become an entrepreneur?

The dream of becoming a fashion designer has been with me since childhood. I have always loved to create, combine, and come up with solutions that are beautiful, practical, and unique at the same time. After my master’s studies in fashion design at the Estonian Academy of Arts, I felt that the only way to share my work was to do it on my own terms: as an entrepreneur.

Entrepreneurship gives me the freedom to decide for myself what I create, who I work with, and what value I offer. It was not a choice of convenience, but a conscious step so that my creation could grow without constraints and reach the people who really care about it.

What does being an entrepreneur give you?

For me, entrepreneurship is like school and an adventure rolled into one. Every day I learn something new, be it managing people, creating a strategy or solving difficult situations. But the greatest value for me is the freedom to choose with whom and what kind of projects to carry out. Working with people who share the same values as me and for whom quality and creativity are important gives me a lot of energy and inspiration.

What does your company do?

Franz Raver creates top quality brand clothing for companies and organisations: both merch and uniforms for workers. Our goal is for our customer’s brand to be visible every step of the way, from the moment the customer walks in the door to the moment they leave with a positive memory.

A uniform is not just a piece of clothing. It’s a 24/7 marketing channel, and every carrier of it is a brand ambassador. Uniforms are also a powerful branding tool for the employer, which makes employees feel proud of their company and helps them look professional. A well-designed uniform is also part of the customer experience, as a well-thought-out visual creates trust and a unified impression. In addition, it helps you to stand out – you don’t blend in with the crowd, you get remembered.

Every garment we create is tailored to the customer’s brand identity and needs so that it tells the story of this company to both employees and customers.

Please tell us about your cooperation with LHV Pank

LHV believed in our creativity and gave us the freedom to do things differently: it is the courage to stand out and the desire to see the clothing of your employees as an important part of a larger brand story.

When we started exchanging the first ideas with the LHV team, it was clear from the beginning that we were not making a typical suit-and-tie solution. We wanted to design a uniform that reflects the nature of LHV: bold, personal, and modern.

Product development was thorough and long because we wanted to achieve the perfect result. One of the brightest moments was in the fitting room when the first samples were put on and people’s eyes lit up. Then we knew we were on the right track.

Cooperation with LHV brought us something awesome that has received a lot of praise. With LHV’s uniforms, we reached the second round of the Estonian Design Awards competition and won the Bruno audience favourite award. This is a great honour for us!

What are the three most important things to consider before becoming an entrepreneur?

1. A clear ‘why’ and value proposition. Entrepreneurship is not just about selling a product or service, it’s about solving problems. If you know exactly why and for whom you are doing this, it will be much easier for you to stay on course even when you encounter difficulties on the journey.
2. In-depth knowledge of the target group. If you know your customer’s dreams, fears, and expectations, you can offer them a solution that really appeals to them.
3. Stability and flexibility. Plans change, the market changes, life changes ... Those who are able to adapt and move on survive.

Why have you chosen LHV as your financial partner?

Both my company account and personal banking are at LHV. To be honest, I have always liked the simplicity and speed of LHV’s digital solutions – everything is so logical and convenient. Although I rarely visit LHV’s office, it's all the more pleasing to see the people at my home bank wearing the clothing I designed.