Founder, WanderlusTea

​​​I work at the intersection of tea, market strategy, and hospitality innovation.
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Based in Brussels, I founded WanderlusTea to support producers and brands navigating and expanding within the European tea ecosystem — from positioning and partnerships to structured integration within hospitality and retail.
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Tea, in my view, is not only a cultural artefact. It is an under-positioned economic category.

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Strategic Focus
 
Through WanderlusTea, I advise tea brands on:
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• European market entry and expansion
• Hospitality integration and premium positioning
• Cross-border partnerships
• Experiential and cultural activation
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In parallel, I collaborate with selected producers and brands as brand ambassador, advancing high-quality tea into European hospitality spaces and strengthening their strategic visibility.
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I also contribute to contemporary tea discourse and education through editorial and business development collaboration with t-Magazine, supporting the structured development of modern tea culture.
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Market Intelligence Through Dialogue
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Over the past years, I have conducted more than 50 in-depth interviews with tea founders and entrepreneurs across origins and markets.
 
These conversations revealed recurring structural challenges: Market access barriers, distribution misalignment, hospitality positioning gaps, value perception inconsistencies and regulatory and cultural friction points.
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Patterns began to emerge.
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Through direct dialogue with producers and entrepreneurs, I gained insight into how quality travels — and where it fails. This ongoing founder research informs my consulting work and strengthens my role as a connector between origin and market.
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Sensory & Systemic Perspective
 
My work is grounded in more than a decade of tea exploration, with over 1,000 teas tasted across cultivars, regions, and processing methods.
With academic training in International Law and European Studies and professional experience in cross-border environments including business development and brand management, I approach tea both sensorially and systemically.
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Tea is craft — but it is also infrastructure.
 


Category Evolution

Tea is entering new conversations.

From gastronomy to sparkling formats and structured alcohol-free drinking, its role within modern hospitality is expanding. To further explore these structural shifts, I am developing StructuralTea — a complementary platform dedicated to category analysis, founder documentation, and the evolving position of tea within fine drinking.
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WanderlusTea remains the consulting foundation.
StructuralTea builds the analytical framework.
 
Together, they reflect a long-term vision:
To clarify, strengthen, and future-proof tea’s position within European markets.



Let’s Build
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If you are developing, scaling, or redefining a tea project in Europe, I offer strategic guidance informed by market intelligence, sensory expertise, and ecosystem connectivity.
 
Tea’s next chapter will require structure. I am here to help build it.