Heart & Tradition

On a very hot summer day last year we visited Diego, the owner of Heart & Tradition in Luzern/ Switzerland. Heart & Tradition is a cosy store placed in epic surroundings and Diego is the kind of type you want to go riding with (check his Instagram here). We caught up with him to chat about motorcycles, travels and retail life.
What is the story of Heart & Tradition and how did you get started?
I'll try to keep this short: I worked at offices my whole life and got a little fed up with it. So I applied for a job in a local skate and clothing shop to try out something different. The „skate“-shop turned out to be more of a boutique which was not really what I was after. I thought a lot about what I would want to sell if it was my own shop... So it all started as an online shop, more as a hobby than a real job as I was back again working full time at an office at that time. After 2 ½ years I opend my physical shop in Luzern which I now run full time.
What is the worst thing about your job?
Oh man I hate so many things! Worst thing probably is dealing with idiots. But for every idiot there are a hundred really nice people that come visit me, so it's not too bad I guess. The constant fear of running out of coffee is also a hard.
What motorcycle do you ride?
1994 Harley-Davidson XL Sportster, 1984 Yamaha XT500, 1952 Harley-Davidson FL Panhead
What is your most memorable motorcycle experience?
I got my first motorcycle, a Honda QR50, from my father when I was about 6 years old. This was and still is one of the best days of my life.
You travel a lot. Can you recommend any destinations for bikers?
I am not sure if this is a „Bikers Thing“ but I did a guided enduro trip with some friends through Georgia last year. This was one of the coolest trips ever. Georgia is a beautiful country and the people are so friendly and so welcoming.
Do you have any exciting plans for the future?
I want to do some more events or maybe one big event in the near future. Maybe have some more cool stuff in the shop. Spend time with all the nice people I met through the shop and motorcycles in general. See you all in Luzern!
You can find Heart & Tradition here:
Zürich Strasse 46
6004 Luzern