“DHDL” guest investor Diana zur Löwen explains in an interview how she can help start-ups and how she experienced her Löwen colleagues.
Diana zur Löwen (27) is in the fifth episode of the VOX founding show “Die Höhle der Löwen” (September 26, 8:15 p.m., also ) as a guest lioness. Born in Hesse, who now lives in Berlin, she has made a name for herself as an influencer. As a content creator with around one million followers on Instagram, she advises companies in the field of social media marketing, is on stage as a speaker and supports a few selected start-ups as an investor.
In an interview with the news agency spot on news, she talks about encounters with the other lions and reveals when an investment is particularly appealing to her. She also explains how she deals with criticism online and how she looks at her career so far.
“The Lion’s Den” is already in its twelfth season. What do you personally like about the show?
Diana zur Löwen: It is a fundamentally positive format and exchanging ideas with the other lions is enriching. I’ve been following “DHDL” for a long time and I always wanted to be there as a moderator. But now to be seated in one of the chairs is just an unbelievable honor.
What can you already reveal about your appearance on “Die Höhle der Löwen”?
Zur Löwen: I bring a different perspective to the start-ups and they are exciting.
What should “The Lion’s Den” viewers definitely know about you?
Zur Löwen: I come from a small town in Hesse and back then I started a blog and beauty content on YouTube. Then I changed my content and mainly talk about social and political issues and try to educate my community financially.
How did you experience your Löwen colleagues, who particularly impressed or surprised you?
Zur Löwen: I’ve always been a fan of Judith Williams, we knew each other before and you can learn a lot from Dagmar Wöhrl, who is such an inspiring woman.
How is the dynamic among the lions, did you feel a lot of competition?
Zur Löwen: There is a very positive and fair atmosphere among the lions. There was never any competition here. Everyone wants to help the start-ups and that is everyone’s goal. And you can also form alliances among the lions and make deals together…
When is an investment particularly appealing to you?
Zur Löwen: I want to be there early on and be able to contribute a lot to growth. That’s why the growth potential is also very important to me and that the numbers are right. The topic of sustainability is always important and that there is already a proof of concept.
When you invest: How do you present yourself as an investor and what advice can you give to the founders?
Zur Löwen: In addition to my perspective from a young generation, I can of course help directly with my know-how in employer & personal branding and my reach on social media.
How difficult is it to present yourself as a young investor, do you have to contend with prejudices?
Zur Löwen: Of course it’s never easy at the beginning. You don’t have a long track record and you still have to build up your own network. Especially as a young woman, I am often viewed differently here than my male colleagues. I’m often underestimated, but I can convince many that I’ve gained a lot of know-how in this area.
How do you see the current development of the start-up and founder scene: is the proportion of women growing or will men continue to dominate?
Zur Löwen: There’s still a long way to go, but it’s getting better. Startups are also realizing the importance of having women and other perspectives on board. It is therefore not a disadvantage, but rather an advantage to bring in more diverse perspectives.
You have made a name for yourself as an influencer. Social media can be a tough place to be. How do you deal with criticism?
Zur Löwen: You can never be liked by everyone. I stay myself and separate hate from justified criticism. Don’t let it get too close and take it personally. You can also admit mistakes and grow together with the community. We are now in a world where everyone is allowed to share their opinion. This has advantages but also disadvantages. Start-ups and established companies must also pay attention to this.
How do you look back on your career path? Have you ever thought about taking a different path?
Zur Löwen: I’ve never thought about it and I don’t intend to. Through my job as a creator, you always get to know new things and learn a lot. In addition, you can help many people and share knowledge with them. That’s very fulfilling. I also see sharing knowledge as my task for the start-ups in which I am involved as a business angel, and it is nice that I can pass many insights on to a broader audience and can also become a role model for young women . I missed that myself back then.
As a lifestyle influencer, you took on more and more political issues. What would you like to achieve with your work in the future?
Zur Löwen: To be the role model that I would have liked to have had myself. Social media is often very superficial. I want to change that.
Source: Stern
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