I call it, pretty in the city. It’s a tiny coffee shop in the heart of Vienna, Austria, next to one of the most visited churches, Karlskirche (Charles Church).The Karlskirche is a Baroque church located on the south side of Karlsplatz and is widely considered one of the most outstanding baroque churches in Vienna (it is also one of the city’s greatest buildings). The atmosphere’s beauty is breathtaking, surrounded by Universities, Music schools, Art Museum and many more interesting aspects of Vienna.Karlsplatz is a playground with little set-ups to laze around in all year; Concerts and movies nights in the summer and the much visited, Xmas market in wintertime.A perfect surrounding for the wunderladen! Some of the most exquisite places in Vienna are here.
wunderladen‘s inviting decor of vintage and colorful pastels are everywhere you look, you just see pretty. When you first walk in, your eyes will gaze, taking in all the breathtaking beauty in detail. Then you hear the owner Sabrina greeting you with the biggest smile and even if she’s wearing a mask you can tell, because her eyes are dazzling and welcoming. The pallet of fresh baked brownie pulls you in sensually.The art of coffee awaits and the bio frozen yoghurt stares you right in the face but wait that’s not all…the healthy refreshments are being served as well! You will stand there wondering whether to shop or indulge first. Sabrina also has young Austrian artisans displayed, from earrings to rings, watches, sunglasses, clothing and candles. This makes it so unique and chic.
Everything is so timeless.
– Sabrina Abrahams, wunderladen_modecafe
- What was the key driving force that led you to become an entrepreneur?
When I was 13 years old, I dreamt of opening a small coffee shop. I have no idea, where this idea come from, since nobody of our family or friends is a business owner. In secondary school I had already started with a tiny business, renting out my VHS cassettes to class mates and during recess, classmates could rent my gameboy to play with…. So my mind turned around to business since I can remember. I enjoy thinking of business ideas 😊
- What is the story behind the name wunderladen?
Well, I thought for about a year over the name, thinking it has to be something, that isn’t settled into one branch. As I wanted to be flexible about my business. So finally one night, I was watching „Alice in Wonderland“ and immediately I knew, that’s going to be the name. It was just in time for view month before I opened the store. A name as flexible as I am.
- How would you describe the decor of wunderladen to someone who hasn’t been there yet?
A touch of vintage french kind of living room atmosphere. A place to feel at home.
- How did you come up with the creative idea to combine coffee, frozen yogurt, artisan and fashion together in one establishment?
Well, I love to travel and buy things from small local shops /designers abroad. So I thought why not combine them- I still had space at the Café. When I opened the store, in 2014, there were not many shops selling small Vienese labels. I just remember, „Feschmarkt“ , a market where small labels can sell there handmade products, back then the market was open 1 or 2 weekends a year. I thought it’s a great idea to offer a facility where one can shop for local products all year round. I think they make wonderful gifts and are something very special. So it turned out I´m the first concept store in Vienna, which combined a coffeeshop with a Jewelry Shop. Frozen Yogurt I just started this year, 7 years later since I opened the store. It’s like they say about relationships, after 7 years you need a change.
- Your establishment promotes local designers here in Vienna Austria. Was it a conscious decision to support sustainability through slow food and slow fashion?
Definitely, to me it is important to – at least try to make a difference.
- Is everything strictly bio?
Well, almost everything, some things like the coffee beans, are not bio, but roasted in Austria (that would cost too much at the moment). But hopefully, one day I can change everything into bio.
- What is your professional background? And how does it influence your business?
I attended a tourism school in Vienna (Bergheidengasse), where I was able to get a lot of experience in working at Restaurants & at luxury hotels. I think I learned a lot. To me the most important thing is, even if my café is not a high class luxury place, you will be served as if it would be. After school I was lucky to live 1 ½ years in London, where I got a lot of life experience. I came back and started to work as an international flight attendant with the chance of traveling to many places worldwide. Being in another country adds some new aspects which can be helpful for a business.
- How do you build a successful customer base?
Well, if you love what you do, your customer base will build itself, I think and of course Social Media is very helpful these days. (I can’t imagine how the shop owners did it before social media 😀
9. Your Instagram is absolutely fab, what is your marketing strategy?
I was very lucky to start a business instagram profile when it wasn’t popular yet. Besides, the first 2 years right after opening a Café or Restaurant, you will sit quite a lot of hours by yourself, so I used these very many hours to build up my Instagram and costumer base.
- Your clientele is vibrant, trendy, fashionable artists creatives. What is your secret?
Have a pretty place and pretty people from inside out will come <3 I´m super grateful to have the most wonderful hearted customers existing. When friends who visit me are sitting at wunderladen, they always say, that it’s unbelievable how many nice people come to the shop. In 7 years, I can´t remember one customer that wasn’t nice😊
- How do you generate new ideas?
Through traveling. I think new cultures and new surrounding are the key to new ideas. So it’s very important to me.
- What has been the most satisfying moment with your business?
Everytime someone comes inside the shop, smiles and is happy to be here. Then I know why I’m doing this, and I’m satisfied.
- Who has been your greatest inspiration?
Hmm, I think I can’t tell you of a specific person, but every person I meet, with who I’m having a deeper conversation, inspires me.
- What creative sources inspire you?
Magazines like FAB with amazing pictures 😊
And pinterest (pssssst :D)
- Can you describe/outline your typical day?
My typical work day consists of getting up, doing a small 2 minutes meditation, thinking of what I’m looking forward to this day, having back Tea with lemon, checking wunderladen Instagram, answering messages, preparing posts & Storys, sometimes watching 1 show of a soap, right now I’m watching „Virgin River“ , getting ready (the best thing of being self-employed is that you can wear whatever you feel like). 3 years ago, I had to wear a uniform, which can be comfortable as well, but I prefer getting dressed myself 😊) and then Im head off to wunderladen, prepare the frozen yogurt, cut the toppings, put the chairs/tables outside. Some days a designer will bring new Jewelry, some days I have to prepare the costumer bags and fill it with a flyer and then I’m waiting for my costumers, helping them to choose nice gifts, serving coffee & Frozen Yogurt and at the end of the day I have to clean the machines, put everything inside. Sometimes I go for dinner with friends or I head home and fall into my couch 😊
- How do you define success?
To me, success is to achieve your self-set goals. So I achieved my goal of opening a shop and at least have it for 5 years. So at the moment I’m looking for new goals.
- Do you believe there is some sort of pattern or formula towards becoming a successful entrepreneur? – Don´t have fear of being self-employed, but remember that it’s also important to think everything well through.
- What do you consider fab (fabulous)?
Everything that makes your heart beat faster
- If you were a flower, which one would you be?
- If you had a magic wand, which three things you would change in the world?
A united, free world.
I would change the school programs completely, focus on personal development, nourishment, environment, how to be a happy person. Well, everything that is important for this time period.
- What are your future plans for wunderladen ?
Another dream of mine is, to open a small luxury boutique hotel, maybe wunderhotel 😀 I will see where life will lead me.