Cold email landed me first job at LVMH, says Nespresso’s U.K. CEO Anna Lundstrom

In an industry notorious for its cutthroat competition and nepotistic tendencies, landing a job at just one of these fashion powerhouses would be the realization of a lifelong dream for many. Yet, the reality is that the world of couture often remains elusive for the average job seeker.

So, how did Lundstrom, a student at the time with no industry connections, manage to penetrate this exclusive world? Surprisingly, it all began with a cold email.

In 2003 Lundstrom was in her final year of university at the London School of Economics and Political Science when she came across a Draper’s interview with Xavier de Royère, the U.K. head of the French luxury powerhouse Hennessy Louis Vuitton (LVMH) at that time.

“He said, ‘We never get applicants from LSE, who want to work in our industry,” she recalls to Fortune. “I was like, oh my goodness, this is a sign.”

She immediately wrote to the LVMH U.K. boss to express her interest in pursuing a career at the company behind high-end brands like Christian Dior, Louis Vuitton, and Tiffany & Co to name a few. 

Before long, Lundstrom got a call back from de Royère’s office inviting her for an interview about a project he had in the works. 

From there, he offered her an internship which soon turned into her first permanent role after graduating, as the head of CRM (customer relationship management) for Louis Vuitton in the U.K. and Ireland.

Ultimately, it turned out that a cold email provided Lundstrom with the foot in the door that she needed to prove her prowess, work her way up the ladder, and eventually land at Nespresso.  

“I think the lesson is to try to find a personal angle and just go for it,” she concludes. “It’s very powerful when you reach out to individuals.”

Want to get an internship? Give emailing the boss a go

There are many ways of formally applying for internships and breaking into an industry, but Lundstrom still recommends job seekers email the boss to strengthen their chances of bagging a position.

“It’s not the only way but it can show determination and passion if there is a specific reason to it,” she says.

And Lundstrom doesn’t just talk the talk.

Impressed by the students who take the time to find her email address and write to her, she tries to respond to every student who lands in her inbox.

“There might not always be an opportunity within Nespresso. But if I can I try to help them or even have a coffee with them,” she adds. “Now 20 years on, it must be even more challenging not only to know what you want to do but also to understand how things work and how to get forward.”

But don’t fire blanket emails at senior leaders if you want any chance of a response. 

“It’s always helpful if there’s a specific reason to it,” Lundstrom advises. “Like when I emailed Xavier, he was the one who said nobody from LSU ever applies so I was responding to a specific quote.”

“I’m sure it’s not the only approach these days, but definitely, it’s one way to at least get some advice,” she concludes. 

A version of this story originally published on Fortune.com on August 31, 2023.