Episode 721

Brand Before Business: How Tekla Turns Experience into Loyalty (#721)

Published on: 11th November, 2025

In this episode of Let’s Talk Loyalty & Loyalty TV we sit down with Kristoffer Windall Juhl , Managing Director and CEO of Tekla, to explore how a digitally-first, Scandinavian brand has built an unwaveringly loyal customer base.

From the meticulous care put into Tekla’s products to creating immersive retail experiences, Kristoffer shares insights on brand-led growth, the power of gifting, and how meaningful interactions drive loyalty without relying on conventional points-based programs. Discover the strategy, storytelling, and patience behind cultivating a brand that resonates across generations and geographies, and hear the story behind the name “Tekla.”

Hosted by Nyeleti Sue-Angel Nkuna 

Show Notes

1) Kristoffer Windall Juhl

2) Tekla

3) Acquired Podcast - Podcast Recommendation

4) The Knowledge Project - Podcast Recommendation

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About the Podcast

Let's Talk Loyalty
“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals.

If you work in loyalty marketing, join us every week to learn the latest ideas and marketing insights from loyalty specialists around the world.

Check out our website on: http://www.letstalkloyalty.com/

About your host

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Paula Thomas

Paula Thomas is the Founder and CEO of Let’s Talk Loyalty and Loyalty TV.

Paula Thomas is an award-winning podcaster who founded the “Let’s Talk Loyalty” podcast and business in 2019, and Loyalty TV in 2023.

She has over twenty-five years blue-chip marketing experience, including almost a decade leading consumer loyalty programmes in multiple sectors including telecommunications, the energy sector, banking and airline loyalty programmes.

She is from Ireland and lives in Dubai.

Paula is a former judge for the “International Loyalty Awards”, and the author of the book “Driving Loyalty in Convenience Retail”.

She holds an Executive MBA from Smurfit Business College, one of Ireland’s top universities, and is a “Certified Loyalty Marketing Professional”.

In 2025, she was chosen as the International Loyalty Industry Personality of the Year.