She always knows what's what, and she certainly knows what ‘fase’ means. Böker customers have long appreciated her high level of expertise and understanding manner. Her smile: audible over the phone and an absolute added value in many Böker YouTube videos. Her skills: expertise, people skills, willingness to learn, enthusiasm and plenty of composure. Smilla Riege has been working in Boker's private customer service department since May 2023 and has held the position of team leader since January 2025. Her responsibilities include taking and processing telephone orders, providing comprehensive advice on the right knife and answering customer enquiries. More recently, she has also been appearing in front of the camera as the secret star of the Boker videos and is an important pillar of influencer marketing. In the following interview, we find out what fascinates her about forgotten places and how she manages not to leave customers alone in the lost place known as ‘Messerwirrwarr’ (knife confusion).
How did you come to Boker?
My grandmother sold Boker cutlery in the 1960s, as demand for complete cutlery sets was very high in the post-war years. In addition, my grandfather was a hunter, which meant that I came into contact with the legacy of his passion at an early age. This included the famous Boker sports knife.
What did you do before?
I completed my training at a building materials wholesaler specialising in roofs and facades.
How do you apply your previous professional experience to your tasks at Boker?
The industries I have worked in so far could not be more different. But they have one thing in common: a passion for a product that will give customers a lifetime of enjoyment. Attentive and personal customer contact has shown me how valuable empathetic sales are today. In addition, new challenges and customer appreciation drive me every day. Moving from one male-dominated field to another, it never gets boring, and that's exactly what motivates me to be better tomorrow than I am today.
What do you particularly enjoy about your job?
The opportunity to discover a new perspective on my job every day and the complexity of customer service. Advising customers on ‘the right knife’ is always an exciting journey, while implementing constructive customer feedback is important for flexibility in the market.
I also really like the fact that my presence on the Boker YouTube channel helps me get to know our customers even better.
What is important when dealing with customers?
First and foremost, it is important to always be friendly and respectful. At the end of the day, we represent our manufacturer to our customers and have high standards of service for ourselves.
Do you carry knives in your private life?
Yes! Whether you're a knife fan or not, once you start working at Boker, you get caught up in the fever. For me, it started with small knives between 2 and 5 cm long. My absolute favourite is still the Boker Plus Atlas. Thanks to the option of individual laser engraving, most models can be personalised, which also catches the attention of non-knife enthusiasts.
How do you use knives?
I have many of my knives on display at home. It's a small collection that is constantly changing as I swap with friends. My Boker Plus ‘Atlantas’ each have their place in my handbags, depending on which one I'm travelling with. My multi-tool is my favourite companion for long trips and camping holidays. I ‘successfully’ dismantled my last one on holiday last year while travelling through the Benelux countries and immediately bought a new one.
And when I visit a lost place every now and then, my pry bar, torch and my Magnum Blomkvist are essential. They've helped me out of a tight spot on more than one occasion.
You are now a familiar face on our YouTube channel. Describe the challenges of being in front of the camera.
Definitely living up to the expectations of the audience and the business philosophy. Professional, high-quality and informative videos that are still entertaining are a new challenge every time.
It fills me with joy when we can bring the world of knives closer to laypeople in an understandable way and share our passion. It's also a modern approach and a unique opportunity to hear the voice of our customers.
Do you have any hobbies that involve knives?
These include hiking, exploring abandoned places and camping. It never hurts to have a knife with you. I am constantly amazed by the power of nature, whether it's its beauty or the leisurely pace at which it slowly reclaims abandoned places, for example.
Do you have any other hobbies?
Culinary arts are a big thing for me. I either cook myself or enjoy going out to eat. Otherwise, I spend a lot of time with my friends and like to go out.
What is your current favourite knife and why?
The good old Atlas! Because I've used it to cut everything from melons to loose threads on dresses, it never seems to get blunt, it's easy to clean, it doesn't lose any screws because it's riveted, it fits flat in my pocket and isn't bulky, so it doesn't cause any frowns in public. But it shouldn't be carried in your hand luggage at the airport.
What's next for you?
Alongside my work, I've started studying business administration to sharpen my eye for internal processes and be able to understand them even better.
Smilla, thank you very much for taking the time to talk to us. Oh, the phone's ringing, the next customer is already waiting.