1. Who are you?
“I am who I am” said Gloria Gaynor. But I guess in this case I am Stefan Siegel, one of the founders of NOT JUST A LABEL.com.

2. What do you like about what you do?
No one tells me what to do, except our bank manager. Being an entrepreneur has many advantages, it is very fulfilling and satisfactory to achieve success based on your own ideas.

3. What don’t you like about what you do?
Well sometimes I would love to switch off my brain, and spend an evening without thinking of our venture. My life is the business right now, it is hard to switch off.

4. Please tell us about “Not just a label” and your aims?
NJAL is the London based online platform for emerging graduates and design talent, counting more than a thousand fashion designers from over forty countries. It provides an outlet for talent to blossom; a place where visionaries meet collaborators dedicated to the creative spirit of fashion. The platform targets graduates and avant-garde fashion designers, providing a stage where collections are showcased online. Numerous designers have already been discovered by international press and recruited by renowned retailers and prestigious fashion houses via the NJAL website.

We have now launched THE SHOP, a new kind of online shopping experience offering unique, one-off designer garments. Addicts and admirers alike now have the opportunity to purchase special and limited edition pieces from designers recognised as the leaders in avant-garde fashion. Check it out!

5. Are you working with blogs and if yes, what is your favourite blog and why?
Yes we must say that blogs made our success possible. In general the power of blogs is underestimated. Blogs by Diane Pernet, Susie Bubble and so on dictate what is “hip” in fashion these days, and it gives readers in every part of the world the possibility to get in touch and interact with an industry which normally is hard to access.

6. Your experiences with the fashion/lifestyle industry in general?
Let me tell you that fashion is not so different to other industries, I have worked in finance and media before, and all industries have their positive and negative sides. What I love about fashion is its drive to hedonism; you are surrounded by beauty in every sense all the time.

7. Any comments you want to share with us?
Not today, we just launched THE SHOP and our phones don’t stop ringing …

Enjoy Vienna, what a city…