“Every single person is important to me. It’s not only the big brands that make me”. These are the words of Tanja La Croix, DJ stroke Producer stroke brand ambassador. Not to mention, Instagram extraordinaire. Ski Luxe Magazine discovered such personal words during an exclusive interview with Tanja. And anyone who knows Tanja knows that it doesn’t take long to feel her smiley, spirited, and sophisticated demeanour. She couldn’t have been more honest, and true to her style of authenticity, as we delved deep into her love affairs with music, luxury brands such as Bulgari, and of course, skiing.

Tanja La Croix is a Swiss-born House DJ and Producer. But she blesses the feed of her followers not just through music. She also blesses us through partnerships with luxury brands – luxury brands of jewellery, luxury brands of cars and luxury brands of fashion – as well as countless alpine pics and constant hard work and ambition.

Hard work became second nature to Tanja straight from a young age. She laughed and thought fondly about how Sundays were not a day for sleeping until noon or lounging around! Her family had fitness-filled weekends. Up at six and biking, hiking, or skiing shortly after. Growing up in St. Gallen meant the slopes were always just around the corner. Quicker than London to the Cotswolds. And who wouldn’t make the most of that?

Family excursions took them to resorts like Arosa and Davos. But it wasn’t just a quick family car journey and then everyone would go their own ways – children off to ski school and parents racing down the black runs. No. Tanja and her sister were taught to ski by their father from the get-go. By doing so, he instilled a strong sisterly bond and a strong snow bond too.

For Tanja, skiing isn’t just some musical instrument you were made to pick up at aged seven only to put down two years later. She’s still “absolutely crazy for it”. And she’s successfully making her followers green with envy. “I think I’m one of the first people of the year to put up a picture with the snow on Instagram,” she said, before revealing that one year she skied as early as October 7^th. This means she must chase the highest mountains.

Conveniently, her favourite resorts are the glamourous Zermatt with slopes at 3,899 metres high and the glitzy St. Moritz at 3,303 metres. Her social media content really does give a taste of the high life. From the striking Matterhorn to the serene Lake St. Moritz, Tanja’s passion goes further than the sport itself. It’s a passion for the mountains and everything that comes with it. Luxury hotels, exquisite restaurants, and of course, a lively après ski scene.

In Zermatt, Tanja enjoys the relaxed atmosphere and feeling of togetherness. From après ski at CERVO’s sun terrace or Adler Hitta– where she usually DJs for her birthday – everyone then moves onto Harry’s Bar in the village. All united by mountains, music, and mayhem.

Over in St. Moritz, Tanja can’t resist afternoons at El Paradiso restaurant and bar. But St. Moritz can’t resist her either. She’s played at Alpina and even for the Ski World Cup at the King’s Club – just beyond IGNIV restaurant in Badrutt’s Palace. So the DJ has really got to know the crowd out there. Come snow or shine, people are dancing on the tables. But blue skies are always what she truly wants. “This is what I love in the ski resorts”, she beamed, “if the weather just opens up a little bit, people get so happy”.

Tanja has taken her House DJing career to countless resorts beyond Zermatt and St. Moritz, like Ischgl and Kitzbühel. But this was never the aim. She fell into the DJ industry almost as quick as she fell in the love with it as a hobby. After seeing her friend, DJ Antoine, a fire of intrigue ignited inside.

Still in her early twenties at the time, Tanja decided to build up her childhood room in St. Gallen and create her own DJ booth. With Spotify yet to be created and records in short supply, Tanja would travel far and wide just to get a hold of the materials to fuel her fire. From Zurich to Munich to Geneva to Stuttgart, record stores would be rinsed after she arrived. “I just couldn’t stop mixing!”

Yet Tanja never intended to play in front of crowds. This was all just for herself. It was only after her friend’s endless persuasion and the promise of a night full of free drinks – in fact only two in the form of tokens! – that she conceded. Disapproving looks at a pretty girl behind decks soon transformed to awe. And soon it wasn’t just her friend’s club she was playing at. Tanja proudly declared “my fire burned, and my fire grew” and by 2004, her DJing had blown up.

Now she’s played all over: Istanbul, Russia, Doha, Mykonos. And she’s played at all venues: festivals, beach clubs, boat parties, weddings and, since 2015, corporate events. Honestly, what gets better than the Red Bull Formula 1 After Party in Valencia? People would see Tanja at one event and then couldn’t help but invite her to play at their next.

It’s Tanja’s passion that’s so contagious, and her commitment to carry on until every single person is dancing. “I’m a provider”, she says, meaning she doesn’t play for money or ignore the crowd. She observes everything: the people, the place, the timing. Her skill is in always finding the precise point to switch from background beats to songs that satisfy the souls who just want to dance and tracks too tempting to turn away from. The DJ juggles age ranging crowds by remixing House with golden oldies and heavy sounds with singalongs.

Tanja prides herself on her DJing originality. “I don’t have my eyes on others”, she said, “I compete with myself”. Instead of studying House genre charts, she studies life. Once while walking the streets of Athens, she came across a man playing the traditional bouzouki guitar. She loved his sound so much that she couldn’t help but fly him over to her studio in Zurich. She produced a mix of their sounds, bringing the Grecian streets to the ears of Electronic Dance Music fanatics.

Beyond her DJing talents, Tanja has finessed the field of luxury brands. She’s worked the catwalk capitals of Milan, Paris, Hamburg and beyond. And she’s represented luxury brands such as Maserati, Max-Mara and Mercedes-Benz. Over time, she’s mastered an expert knowledge and taste for everything exclusively stylish.

Tanja prides herself, however, on not just representing anyone. The brand must align with her values. She must stand behind it one hundred percent. And she must maintain the meaningful platform that she’s grown on social media. This is exactly why she doesn’t call herself an ‘influencer’. She doesn’t wish to be associated with short-term sales and pointless promotions. There is honesty in her partnerships. This, in turn, creates a bounding loyalty between herself and her followers. There’s always a story behind her connection with a brand. And she let Ski Luxe in on a particularly special one.

“I’ve been a fan of Bulgari since I was 18”. That was when Tanja noticed a woman in her late thirties driving a Range Rover next to her wearing the Bulgari B.zero1 ring. “I could feel her sense of self-confidence and self-establishment and self-success!”, Tanja exclaimed. And so, this little moment became a momentous inspiration.

Significantly, the Bulgari B.zero1 ring became a representation of that which she aspired to be: a strong, self-made, powerful woman. It’s unsurprising then, that she was elated to become an official Bulgari brand ambassador two years ago. “It was like a dream come true”.

“Not everyone has the chance to live their dream”, Tanja reflected towards the end of our exclusive interview. For this reason, she’s worked with large charities such as Save the Children, The Pink Ribbon Foundation, and kidz planet. Closer to home, she also supports novice DJs and ensures that she replies to every single email.

Because, and she reminds us, “Every single person is important to me. It’s not only the big brands that make me”. So, this winter, if you see Tanja on the slopes or behind the decks, say hello to her smile, her spirit, and her sophistication.