Susanne competed with her father in everything throughout her upbringing, and despite the size difference he never cut her any slack, reminding her, “You win when you win ”Real life will never give you any breaks”.
Susanne was born in Rinkeby, a suburb of Stockholm, with roots in Iran. The relationship with her father shaped her personality, driving her to study at the Stockholm School of Economics.
During her studies, she interned at Oriflame, going on to start a subsidiary of the company in Iran. She then worked for Procter & Gamble until she broke her neck in a skiing accident, a defining moment in her life.
She decided to realize her dream and become an entrepreneur, and since then Susanne has started more than four companies, mainly within e-commerce and tech. Setting her sights high, she had a goal of reaching a 100 million SEK turnover before the age of 30, a dream which was fulfilled at the age of 32 with her company Eleven, one of the Nordic’s largest online beauty retailers. She currently serves on the boards of listed Stockmann and Lindex.