The Great Depression casts its grim shadow across the entire globe. Courageous pioneers defy the negative atmosphere by exploring new avenues. In Niederbuchsiten, Leo Henzirohs, a young innovator, bucks the trend and, unlike other people, doesn’t ask what he could make and who he could sell his products to, but ‘What do people need to make their work easier?’. This marketing approach, which is unusual for this time, helps him to succeed. He founds JURA and manufactures a multitude of electrical domestic appliances.
With the Second World War threatening to break out, consumer confidence drops, as does the demand for domestic appliances. But the need for information grows quickly. JURA sees an opportunity in this and sells radio sets, as well as renting them to households with limited budgets. With his range, Henzirohs becomes the most successful radio distributor in Switzerland. Part of the recipe for success is the repair department, which ensures that JURA products retain their value and can be enjoyed for years to come.