"Trade fairs are our natural habitat"

Sorbet Island, founded in Vienna in 2014, has developed from a bracelet brand into an internationally acclaimed lifestyle label. The brand's one-size swimwear stands for lightness, inclusivity and female empowerment. For founder Sophia Mamas, trade fairs were more than just a platform from the very beginning - they were the place where the brand became tangible. In this interview, she explains why she continues to attend trade fairs to this day.

Interview: Janaina Engelmann-Brothánek. Photos: Sorbet Island

How important are trade fairs for Sorbet Island?

Sophia Mamas, founder and CEO of Sorbet Island: Trade fairs are extremely important - that was the case from the very beginning. Before there was even a proper structure, I was at trade fairs with my bracelets and my vision. They were my access to the industry. For a young, unknown brand, they are the best way to become visible and make real contacts.

And that still applies today?

Absolutely. Today we do over 30 trade fairs a year - that's around 300,000 euros in costs. At trade fairs, I can present Sorbet Island in exactly the same way as I imagine the presentation in the store: with colors, storytelling and atmosphere. Trade fairs are our natural habitat.

Many brands are reducing their presence at trade fairs. Why do you remain so convinced?

Because our industry thrives on personal exchange. Trade fairs are catalysts, they bring people together, create space for emotion and inspiration. Sometimes I wonder why this is no longer recognized. A trade fair can be much more than just a place to place orders - it can be an experience. And that's exactly what I make of it.

What do trade fairs have to achieve today to remain relevant?

Trade fairs must create space for genuine networking: Enable encounters, create atmosphere, arouse emotions, be desirable. Those who only sell space will fail. At the same time, trade fairs need to evolve to connect the digital and physical worlds to create a true omni-experience. But no matter how seamless the technology becomes, it is the personal encounter that gives a brand its soul. Trade fairs are stages where my brand really comes to life - with a depth and authenticity that no digital format can ever match.