I cold contacted LVMH boss and he hired me: How Nespresso’s U.K. CEO got her foot through the door of the notoriously hard-to-break luxury industry

Anna Lundström, who now heads Nespresso’s UK and Irish operations, once strutted the world of high fashion with Chanel, Louis Vuitton and Gucci on her CV.

In an industry known for its intense competition and nepotistic tendencies, landing a job at just one of these powerhouse fashion houses would be the fulfillment of a lifelong dream for many. However, the reality is that the world of high fashion often remains out of reach for the average job seeker.

So how did Lundstrom, who was a student at the time and had no industry connections, break into this exclusive world? Surprisingly, it all started with a cold email.

In 2003, Lundstrom was in her final year of university at the London School of Economics and Political Science when she came across Draper’s interview with Xavier de Royère, the UK head of the French luxury company Hennessy Louis Vuitton (LVMH) at the time.

“He said, ‘We never get applicants from LSE who want to work in our field,’” she recalls. luck. “I said, ‘Oh my God, that’s a sign.’

She immediately wrote to the head of LVMH in the UK expressing her interest in pursuing a career at the company that produces high-end brands such as Christian Dior, Louis Vuitton and Tiffany & Co to name a few.

It wasn’t long until Lundstrom received a phone call from De Royer’s office inviting her for an interview about a project that was in the works.

From there, he offered her an internship that quickly turned into her first permanent role after graduation, as head of customer relationship management (CRM) for Louis Vuitton in the UK and Ireland.

In the end, it turned out that a cold email provided Lundstrom with the foot-in-the-door ability she needed to prove her prowess, work her way up the ladder, and eventually land at Nespresso.

“I think the lesson learned is to try to find a personal angle and go with it,” she concluded. “It’s very powerful when you connect with individuals.”

Do you want to get training? Try sending an email to your boss

There are many ways to formally apply for an internship and enter a field, but Lundstrom still recommends job seekers emailing their boss to boost their chances of landing a job.

“It’s not the only way, but it can show determination and passion if there’s a specific reason for it,” she says.

And Lundstrom isn’t just talking.

She admires students who take the time to find her email address and write to her, and she tries to respond to every student who lands in her inbox.

“There may not always be an opportunity within Nespresso. But if I can I will try to help them or even have a coffee with them,” she adds. “Now, 20 years later, it must be more difficult to not only know what you want to do but also understand how things work and how to move forward.”

But don’t send blanket emails to senior leaders if you want any chance of a response.

“It’s always helpful to have a specific reason for it,” Lundstrom advises. “Like when I emailed Xavier, he was the one who said no one from LSU ever applies, so I was responding to a specific quote.”

“I’m sure this isn’t the only approach these days, but it’s definitely one way to get at least some advice,” she concludes.

A version of this story was originally published on Fortune.com On August 31, 2023.

This story originally appeared on Fortune.com

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2025-12-22 13:36:00