I first met the team behind SORU when we bought a stroller for our son Tommy back in winter 2023. It was a few weeks before his due date and it was such an exciting milestone. Walking out of the store brought home the reality that in only a few weeks time, a little person would be tucked up inside, soon to have their first explorations into the world. The team made what could have been an overwhelming purchase so stress-free. This was due to the beautiful display of products and relaxed tailored advice.
More than two and a half years later, I was back in SORU a few weeks ago to buy a new set of wheels for the very same stroller. It was a full circle moment as Tommy was with me this time. His eyes were drawn to the beautiful products and toys displayed around the store. I have the same reaction myself every time I visit. As soon you step inside, you will find the perfect gift, an update to your home or something totally unexpected. Each item is meticulously chosen by the team before anything finds its way online or onto the shelves. This makes browsing so fun and you can rest assured the quality and design credentials have been tested.
Family ties
It was on this recent visit that I noticed a Zurich-based clothing brand that I have bought Tommy merino and linen staples from called La Ferme Bergamote. I interviewed inspiring owner, Yasmin Hediger last year by happy coincidence on styleimprint. What a lovely small-world moment and it shows the close community of slower fashion brands in the city. Vanessa explained how important it is to stock brands that they feel an affinity for. She explained that it is how they forge connections and a sense of community with the brands they choose to stock. We are flooded with endless choice today and it is so easy to adopt a fast‐fashion approach to how we consume. Counter to this thinking is the SORU ethos of excellent personalised serivce, paired with careful curation.
Read on to discover what inspires this family trio and some super insider tips on where to eat, drink, relax and shop in Zurich!
Vanessa, Loredana and Francesco – you run SORU. Was it always your plan to work together, and how did your brand come to be?
Working together wasn’t something we planned from the beginning – it developed very naturally. As siblings and partners, we share similar values, a strong sense of aesthetics and a love for thoughtful, well-designed things. The idea for SORU grew out of our own experiences as parents and our shared vision to create something of our own – a concept that didn’t yet exist in the way we imagined it.
From the very beginning, we saw SORU as a curated space where parents can find products they truly trust – both functionally and emotionally. Combining our different strengths felt like the most natural way to bring this vision to life.
Your store – both physical and online – is beautifully curated. How do you choose the brands you stock?
Our selection process is very intentional and selective. We look for high quality, timeless design and brands that share our values, particularly in terms of sustainability, craftsmanship and functionality. Many of the products we carry are ones we use ourselves or would choose for our own children without hesitation. It’s important to us that every product tells a story and fits naturally into the SORU world.
Shopping for children’s essentials or the perfect gift can feel overwhelming. What advice would you give?
We always encourage people to take a step back and think about what truly adds value – rather than buying into the overwhelm. Instead of choosing many things, it’s about choosing the right things.
We believe in investing in pieces that are made to last, that feel good to use every day and that grow with the child. The most meaningful items are often those that combine practicality with a certain emotional quality – things that become part of daily routines and memories. When something is both useful and beautiful, it naturally becomes a favourite.
Shopping habits have changed significantly. How do you compete with large global retailers?
We don’t try to compete on size. Instead, we focus on connection, curation and experience. Our strength lies in personal service, honest advice and a carefully selected assortment. Our customers know that everything at SORU has been chosen with intention. That level of trust and sense of community is something large retailers simply can’t replicate.
What is the best piece of business advice you have received – and wish you had known from the start?
To trust your intuition, be truly patient, and deeply believe in your vision. Building something meaningful takes time, and there are no real shortcuts. We’ve learned that it’s not about reacting quickly to everything or following every opportunity, but about making consistent decisions that align with what you stand for.
There will always be external opinions, trends and pressures, but a strong belief in your vision is what gives a brand its identity and direction. In the long run, clarity, consistency and conviction matter far more than speed.
Where do you find inspiration when it comes to design, style and creativity?
We draw inspiration from many places – travel, architecture, art and everyday life. We’re often inspired by quiet details: materials, colours, spaces and the way things are thoughtfully designed and lived in. Our children are also a constant source of inspiration; they remind us to keep things simple, playful and honest, and to see beauty in the small, everyday moments.
At the same time, we are inspired by people and brands who work with clarity, passion and integrity – those who have a strong point of view and stay true to it. That kind of authenticity and consistency is something we deeply value and continuously strive for in our own work.
Your store is based in the heart of Zurich. What are your go-to places for:
Coffee: Definitely John Baker – it’s our go-to spot for the best coffee and fresh Gipfeli in the morning. It’s one of those places that really feels like part of our daily rhythm.
A moment to unwind: A walk by the lake or through Rieterpark – Zurich offers beautiful moments of calm right in the city.
A great meal: Zurich has so many great options – the list is almost endless. ĂN ĂN by Co Chin Chin, just around the corner from us, is a favourite for refined Asian – especially Vietnamese – dishes. For Italian, Il Tartufo is a true hidden gem – one of the best in Zurich, with excellent food and a calm, intimate atmosphere.
Favourite shops: We’re especially drawn to independent boutiques and concept stores that are thoughtfully curated and have a strong sense of identity – places where you can really feel the personality behind every detail. A beautiful example of this in Zurich is enSoie.
What are you excited about for SORU in the next 12 months?
We’re excited to continue growing SORU in a thoughtful and sustainable way. We have big goals for the brand and are very much looking forward to the journey ahead.
For us, it’s about developing SORU step by step – discovering new brands, deepening our relationship with our community and continuing to refine both our physical and online presence. It also means a lot to us to be building this together as three siblings, shaping something meaningful side by side.
Strong roots with an eye to the future
It is so refreshing and energising to speak to people who live their dreams and are so clear in their purpose. Vanessa, Francesco and Loredana have established SORU as a successful brand that refuses to compete with e-commerce giants. They keep their eyes on their own vision. I admire the focus on sustainability, supporting small business owners and maintaining a curated line of products so much. They have shown patience and resilience in the face of a racing consumer market, and are growing SORU on their own terms. I wish them the very best with their exciting plans for 2026 and beyond. And now I will work to tick off every tip they have shared for coffee, food and exploring Zurich!
Explore the full range at SORU here.
Visit the store
Fraumünsterstrasse 19
8001 Zurich
hello@soru.ch
+41 44 210 49 15
Mon – Fri, 9:30 – 17:30
Sat, 10:00 – 17:00
Sun, closed
*All imagery subject to copyright and courtesy of SORU.