About / Lux Von Alchemy

Lux
Von Alchemy

What is a boy doing all alone in the basement of an apartment block, with a cardboard box in front of him and a rope in his hand?

Bellinzona / Canton Ticino / 1970s

This is young Lux, with an improvised stage and a handful of simple props, getting ready to put on a little magic show for the children in his neighbourhood.

It is the early 1970s in Bellinzona, in Switzerland’s Italian-speaking canton of Ticino. Lux, the son of Italian emigrants, earns his first money this way: he spots his peers’ appetite for entertainment and gives them an afternoon of fun.

The entrepreneurial instinct he showed that day becomes a thread running through his life and every venture that follows.

From the grey apartment block where he lived with his parents and sisters to his experiences in the United States; from an enforced return to Switzerland to founding a property business with a good level of success, Lux’s own life and work show that building a fortune from nothing is possible. It takes recognising and using your strengths, working with humility and resolve, responding when plans go sideways, and being willing to aim high.

After a quarter-century building his businesses, Lux now helps people who want to grow and improve: offering the motivation to begin the change they’re looking for, and practical tools for reaching more ambitious goals.

Black-and-white portrait of Lux Von Alchemy

His alchemy

Turning base metals into gold remains a myth.

But the alchemy of success is real and possible. Follow the steps of people who have already made it, and the road ahead gets shorter and easier to see.

Lux Von Alchemy / archive

A life
off-script.

Photographs from the official ThinkPunk® page

ThinkPunk® / the project

Think
irreverently.

Lux Von Alchemy is a successful Italian entrepreneur based in Lugano.

Born into a humble family, he became a familiar name in Ticino’s property sector in the late 1990s.

After a quarter-century developing his businesses, Lux La Chimia—now known as Lux Von Alchemy—continues his entrepreneurial work while helping people who want to grow. He offers the motivation to begin the change they’re seeking and practical tools for reaching more ambitious goals.

Independent by nature and unconventional by instinct, he recently created ThinkPunk® to inspire as many people as possible to “think irreverently”, sharing more than twenty-five years of experience and helping them pursue their own version of success.

The alchemy of success is real and possible.

THINK PUNK®

Sofia Stella Communications SA

Via Caslaccio 14, CH 6802 Monteceneri — Ticino

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ThinkPunk® / testimonials archive / Lux Von Alchemy

What
they say
about Lux.

Not polished reviews.
Voices left on.

A dossier of readers, entrepreneurs, creatives and people who walked through Lux’s pages and came out with something to say.

Real words / No posing / Take it or leave it / Real words / No posing / Take it or leave it /

01 / The file

The voice
after
the book.

Every testimony below was gathered from the official ThinkPunk® page. These are the writers’ own words: spontaneous, contradictory, enthusiastic, precise, human.

Read on like a badly printed dossier, read well.

Open the file

Stefano Borella

I read the first book in one sitting because I simply couldn’t put it down…

The story is so gripping that I had the vivid feeling of living it alongside you.

It feels very real, told simply and in plain words so anyone can understand it and make it their own.

I’ve had the honour and pleasure of meeting Lux in person, and I can say he is exactly as he writes: genuine and without a mask. He reaches people clearly and directly. What struck me most is his belief that anyone can leave the grey routine behind and savour a real life—one built on good work and deep satisfaction, the kind that makes you feel you matter.

Thank you for all of this.

With respect,

Stefano Borella Collections

Author profile

REVIEW “MOTIVATION NOW”

Angelo Capalbo Ghelli

I want to keep this clear, so here are three good reasons to buy the ebook The Alchemy of Success Vol. 1:

Get valuable advice for working better straight away.

Get to know Lux and decide whether he’s right for you—or whether you should look elsewhere.

If you want an honest story, without grand promises, motivation tricks or impossible dreams that only get you worked up.

And now three reasons not to buy the ebook:

If you expect this book to change you by magic.

If you’d rather keep being an employee than choose to think like an entrepreneur.

If you’re depressed and need to be fooled by magic and promises.

Filmmaker — Rome

Author profile

Sonia Luca

Hi Lux! I’m on holiday with my daughter Giulia in Santa Maria di Leuca, at my dad’s summer house overlooking the sea and the rocky shore… a wonderful, peaceful place. I took the chance to read your book. You’ll notice I’m still wrapped up in the poetry of your story; I’m not joking, reading has never been my strong suit.

Anyway, I really enjoyed your book. Some parts moved me too—the father’s embrace, the music that makes your soul vibrate, and more.

I think it could help people because it’s a true, humble and positive story with a real impact on people who want things to go well. At least, that’s what I think. The image of the journey is especially interesting. I like the way you write: clear and easy to understand, without big words, but still incisive—not simplistic. Your intelligence comes through in the writing, the chapter structure and the way the story unfolds, expressing exactly what you want to convey.

That’s my two cents.

Executive Assistant

ThinkPunk® archive

Raffaella Turri

You know that feeling that suddenly comes over you, when you think anything is possible?

Maybe the feeling you get watching a film scene where the hero, after throwing in the towel, finds the drive to reach their goals?

That’s a little like Lux Von Alchemy to me.

Except he never threw in the towel!

His compelling story is one of those examples that shows how essential motivation and perseverance are to achieving results.

I hope his book can help everyone who wants to share his journey towards success.

It deserves to be read!

One of my favourite films, Dead Poets Society, reminds us that when we believe in something, however absurd it may seem, we should try to make it happen by every means possible.

So… have a great journey with ThinkPunk®!

TV Advertising Producer

Author profile

Valentino Rulli

All I’ll say is it took me less than 50 minutes—with a 10-minute dinner break—to read the whole thing.

I really devoured it, with great pleasure and interest, like I used to when I read exciting books more often.

Why?

Because it’s a real-life story, written in spontaneous words that still carry the curiosity and energy that have marked and accompanied you all these years, making impossible dreams and powerful emotions possible.

It’s a simple, genuine story, yet full of nuances and adventures—as human life is.

It’s direct, incisive and biting, but has the lightness and curiosity of children with a whole world still to discover.

From a communication perspective, Lux has created a lean, compelling structure. The reader is constantly driven by curiosity to find out how “the alchemist turned his metals into gold”, to borrow your very apt metaphor.

A truly lovely testimony: simple, but moving. If the aim, as you say in the book, is to move readers to face life with more courage, awareness, passion and a little healthy imagination, you’ve done it brilliantly—starting with me.

Thank you, Lux, for this book. It also let me get to know your story and you as a person a little better.

Communication Sciences graduate (Università della Svizzera Italiana); trainee property trustee

Author profile

REVIEW “MOTIVATION NOW”

Sofia Stella

The slow, steady influence of Irreverent Thinking has reached every part of my business.

Until I truly put it into practice, my activities barely made it to the end of the month.

I’m proud I opened my mind to a different way of looking at things.

It became the winning key to every financial and personal success.

Fitness Trainer & Web Marketer

Author profile

REVIEW “MOTIVATION NOW”

Angelo Capalbo Ghelli

I started this second volume with a lot of curiosity for one reason: everyone talks about motivation with absolute confidence and ease, but few people can actually help or give readers something useful to take into real life after they finish reading.

I’m pleased to say Lux gave me many tools that make a difference: knowledge, experience, advice and the perspective of an entrepreneur like him—useful to anyone like me who needs quality knowledge to guide their entrepreneurial journey.

Beyond the quality and quantity of tools, I was struck by the fact that I’d already read some of this advice in several best-selling books—very practical ones. That made me even more keen to absorb everything Lux was telling me. It confirmed what I thought, and that felt good.

The writing itself is simple and concise. It never repeats the same ideas over and over; it gets straight to the point.

If you want to explore this subject or need an outside perspective, I highly recommend reading it.

If you need basic motivation—motivational or philosophical phrases—and hope someone else will do the work for you, I don’t recommend it.

Filmmaker — Rome

Author profile

Giordano Lombardi

I’ve followed many coaches because personal development matters to me, but Lux has one big difference. He doesn’t pose or put on an act. He doesn’t adopt a manner, clothes, objects, words or smiles because “that’s what everyone does if they want to succeed”.

Lux is authentic. Direct. Surgical. Funny. Irreverent. Ruthless. Real.

Take it or leave it.

And that’s why everything he says is, quite simply, the real thing.

Entrepreneur

ThinkPunk® archive

Daniele Tarabini

010

I’ve just finished the journey in the company of your book. Truly, congratulations!!!

It moved me several times!

I think you’ve given readers the chance to regain faith in their dreams!

Thank you so much!

Daniele Tarabini

Daniele Tarabini, Entrepreneur at Biodry-Wall & Wall, Switzerland

ThinkPunk® archive

End of the file / start of the choice

Read.
Decide.
Act.

These are other people’s testimonies. The next thought is yours.

Visit the catalogue

LuxVon Alchemy

A lifeoff-script.

Thinkirreverently.

Whatthey sayabout Lux.

The voiceafterthe book.

Stefano Borella

Angelo Capalbo Ghelli

Sonia Luca

Raffaella Turri

Valentino Rulli

Sofia Stella

Angelo Capalbo Ghelli

Giordano Lombardi

Daniele Tarabini

Lux
Von Alchemy

A life
off-script.

Think
irreverently.

What
they say
about Lux.

The voice
after
the book.