Dirk Spielmann

Co-Founder & CEO

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Dirk studied architecture and art in Switzerland and Italy, and swiftly converted from brick and mortar buildings to a career as a virtual architect where he implemented the first MMS reportage of its kind worldwide for the Blick Newspaper in Zurich, 2003. His passion for web creation lead him into a career as a serial mobile entrepreneur with international clientele such as Sony Ericsson, Vodafone, T-Mobile, Swisscom, HP and Orange.

Dirk also has a keen love for design and art, which stems from his early studies of Fine Art at the Palazzo Spinelli in Florence, Italy. The idea for Piccing came to fruition in October 2010 and was founded in March 2011 with Nikolaj Zethraeus, to serve as a platform where picc’rs could not only ogle images of inspiration, but “live” them too, through online purchase. As he recalls: “I was bored of everything on the Internet, I wanted somewhere I could go to discover new designers, niche products and great websites.

Nikolaj Zethraeus

Co-Founder & CFO

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Nikolaj is originally from the south of Sweden. He has had an international career in Private Banking, spanning from Sweden, Luxemburg, Monaco and finally Switzerland, where he has lived since 2005. After being involved as an investor and advisor in several Startups, he decided to go the whole way by co-founding Piccing in 2011. Nikolaj has always had a deep interest in design, architecture and travel.

Tom Coetser


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Tom is a born and bred South African, born in Bloemfontein and lived in the Orange Free State until his move to Gordon’s Bay in the Western Cape where he has lived ever since. His extensive knowledge for programming, web development and design lead him into his role as Chief Technical Officer (CTO) at Piccing. When he’s not reinventing the Piccing website, he devotes his time to his wife and young daughters and hopes to get back to his longstanding hobbies: scuba diving and adventure motorcycling.

Sandra McHendrie

Digital Director

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Sandra grew up in the beautiful Mother City, Cape Town, and found her flair at an early age when she came 2nd in SA’s Western Cape for Design. She went on to study Consumer Science at Stellenbosch University followed by Graphic Deisgn, DTP, Web Design & Marketing. She started her career as a Graphic Designer but pretty soon the online world snatched her and she’s gained wide experience with leading brands, over the past 8 years. With Sandra’s love for design, decor, all things pretty and everything delicious, she’s joined Piccing where her passion and expertise have come together.

Pieter Malan

Development Director

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Pieter is a Namibian who grew up in Oudtshoorn, South Africa. After studying psychology at the University of Stellenbosch he found his calling in programming. Together with his wife he lived in London for 9 years where he honed his skills in programming and project management at a number of global companies. Pieter is passionate about keeping abreast with the latest developments in the programming world and how it can benefit a business. When he’s not working Pieter spends his time with his wife and two children and tries to skydive whenever the weather permits.

Juergen Hoebarth

Product Innovation & Strategy

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Juergen is originally from Austria and now lives and works in the fast-paced city of Hong Kong. He joined the Piccing team in May 2014 with over 15 years experience in the online-business field, specializing in product development and digital marketing strategies. Juergen has a passion for traveling as well as exploring new things and different cultures around the world. Juergen is quite the polyglot and speaks German, English, French and so called Taxi Cantonese.