In this exclusive juniqua founder interview by IKSurfMag, brand creator Isabelle Kaiser shares the personal journey behind Europe’s first kitesurf brand designed entirely for women. As Head of Marketing and Graphic Design at Brainchild Production – a leading European kite OEM – Isabelle brings deep industry expertise, design vision, and a clear mission to the table: to create kiteboarding gear that combines performance with feminine elegance.
The interview with juniqua’s founder dives into the inspiration, product development process, and creative freedom that led to the birth of juniqua. From her collaboration with designer legend Ralf Grösel to the integration of sustainable materials and high-end aesthetics, this feature offers an authentic insight into what it means to build a brand from women, for women – with soul, strategy, and style.
Hello Isabelle, and thank you for joining us today! What was your earliest memory of flight and the paragliding world as a child in the Kaiser household?
Hello Jen! Thank you so much for having me. I didn’t take my first tandem flight until I was 24, which might be surprising given that my dad owned a paragliding brand! As a kid, I was more interested in other activities and, honestly, a bit scared. Back then, paragliding seemed like something for the older generation and not very stylish. Eventually, I did a few tandem flights and one legendary solo flight, which might be my only one!
Did you always know you’d end up working in the action sports industry, or was it something you grew into?
Absolutely not! My background is in marketing and communications, and I began my career in the fashion industry. However, I have always been drawn to design, particularly graphic design. It became my way of expressing ideas when words failed me (which, let’s face it, happened more often than I’d like to admit). So, when my dad asked me to take over marketing and visual product design at ICARO Paragliders, it felt like the perfect opportunity to delve deeper into graphic design. I even planned to study graphic design on the side, but then something new came my way, and that plan took a completely different turn!
What lessons did you pick up from your parents about building a business?
Running your own business requires hard work - lots of it. However, I see it as a positive challenge. I come from a generation that views hard work as a natural part of life, and I don’t consider it a negative aspect.
When and where did you meet Ralf Grösel?
A few weeks after I joined ICARO Paragliders, my dad introduced me to Ralf. At that time, he was designing paragliders for ICARO and overseeing production in Sri Lanka with Aero Dynamics. Ralf presented a bold rebranding concept he had co-created with a Berlin-based art director.
How and when did you first get into kiteboarding? Are you still as passionate about it as those early days?
I entered the world of kiting through Ralf. Initially, I tried it but didn’t feel particularly passionate about it. My ideal session consisted of sunshine, warm water, no crowds, just a light breeze, and a good-looking guy nearby to rescue me if necessary ;-) . However, things have changed, primarily due to my new project. Nowadays, I’m completely hooked and much more motivated to hit the water, even if conditions aren’t perfect (although I do have my limits - not 40 knots and rain!).
What is your job role at Brainchild, and what are your day-to-day responsibilities?
In addition to shaping the visual brand identity of Brainchild Production, I took on the responsibility of managing all the “unimportant” details - those small touches that often go unnoticed, but that women typically appreciate. In any startup, you wear many hats; today, with a growing team, things are more structured. I have been part of Brainchild’s digital printing journey from the beginning - a technique Ralf introduced to the kite industry, which has opened up a whole new world of creative possibilities.
My current role involves handling customer design files, guiding clients through the complex pre-print process, and providing support on custom designs, accessories, and concept development.
I also focus on marketing; we’ve established Brainchild as a distinct label. However, our marketing strategies differ from traditional kite brand practices. We maintain a reserved approach to content, as our production insights are highly sensitive.
Brainchild’s mission is about future-forward innovation - what excites you most about the company’s vision?
Brainchild is a playground for innovation, functioning like a creative lab where ideas constantly flourish. What excites me the most is the limitless potential present. There’s always something thrilling, whether it involves materials, production techniques, or collaborations across different industries.
What are some of the challenges that you face as Head of Marketing and Head of Graphic Design?
As Brainchild grew rapidly, I received support from another woman on the team. However, as I began to delegate tasks, I realised just how complex and layered the design aspect is, particularly when it comes to explaining things, especially given my less-than-ideal communication skills.
The brands manage their campaigns, and we are proud that they all feature the “Brainchild Label” in their storytelling.
What’s the future look like for Brainchild? What’s next?
By the end of the year, we will expand Brainchild Manufacturing by an additional 3,000 square meters. The current production site in Bitola will be transformed into a dedicated research and development center and innovation hub. If you know Ralf, you can expect something new and innovative to be in the works. Stay tuned!
What would you say to women keen to get roles within the industry? Do you have any advice for them?
Femininity can be a superpower, particularly in industries where technology and performance often dominate the conversation. My advice is to be confident and trust your intuition. Bring your unique energy to the table - this industry needs more.
Tell us about your latest project, Juniqua, the first kite and wingfoil brand made exclusively for women!
I’m so excited to share the story behind Juniqua – Be Unique! The idea for this brand was born three years ago when Brainchild’s digital printing opened the door for me to create my custom kite. That moment completely transformed my view of the sport, and I found myself fully immersed in kiting.
Other women started to notice and asked if they could buy the gear. To my surprise, I realized that no single female-first kite brand was available. Thus, Juniqua – Be Unique was born!
Juniqua is an elegant and feminine kitesurfing brand designed to provide women in watersports with classy, high-performance gear that makes them feel wonderful and confident on and off the water. With Juniqua, we aim to transform state-of-the-art watersport equipment into fashion!
The equipment features a sporty-chic design, developed in collaboration with Ralf Grösel to ensure optimal kite performance. At launch, our collection will include an all-around freeride kite, a twintip board, pads and straps, and a kite bar. Additionally, Juniqua will offer accessories such as pouches, bags, and towels to prepare ladies for all their adventures.
The upcoming collection’s signature design element is the iconic houndstooth pattern, inspired by Chanel. This pattern reflects timeless elegance and class.
Juniqua takes a unique approach that sets it apart from the traditional kite industry. Our strategy is B2C, primarily driven by influencer marketing, and we aim to reach beyond the conventional kitesurf community. We especially target fashion-forward women in other luxury lifestyle sports like golf and skiing to inspire them to explore kitesurfing.
Amazing, thanks so much, Isabelle and best of luck with juniqua!
Thanks Jen!