Woman Behind the Brand
Ten weeks of lying flat was a nightmare for Esmee Markhorst, who has ‘take action’ and ‘don't whine’ written on her forehead, so she decided to fend off boredom by starting to knit. ‘I bought knitting needles, yarn, and taught myself through YouTube.
The lying flat was due to a stomach operation. A consequence of endometriosis and years of IVF treatments. ‘After the birth of our son, I started experiencing more and more severe abdominal pain. Eventually, my ovaries turned out to be as large as oranges. Everything was stuck together.’
The ten weeks of lying still resulted in kilometers of scarves in all sizes and types. One thing led to another. She turned the tide and now Esmee reigns over her own kimono/scarf empire.
That needs explanation. Because not everyone who takes up knitting as a pastime turns it into a business.
‘I enjoyed it and wore my scarves with pleasure. Then Mayke from shoe paradise Mayke in Oisterwijk asked if she could sell my scarves. After a year and a half of knitting, I decided to take it to a higher level. One thing was clear to me: I wanted primarily Dutch craftsmanship, sustainably produced and top quality. After a search in the Netherlands, I got in touch with a knitting company for knitting fine merino wool scarves. But I also found a hand weaver, with whom I have the most beautiful scarves made from gorgeous yarns. In the meantime, I designed the pattern for a silk scarf and created a cashmere scarf.’
Hence the name Halsduk?
‘Indeed. Halsduk is Swedish for scarf, and I thought it was a good name for my brand. Partly because I have always been inspired by Scandinavia. The serenity, the colors, and the nature. I grew up in an entrepreneurial family. My parents traveled the world for business, including to Japan. They would bring back beautiful silk scarves and kimonos as souvenirs from the country.’
But how do we get from scarves to kimonos?
‘Yes, that's quite funny. I participated in the Meesterlijk fair in Amsterdam to showcase my scarves, but I was looking for a beautiful way to present them. Because when a scarf is lying somewhere or hanging on a hanger, it's just a strip of fabric. A scarf needs to come to life. Suddenly, I got the idea that I had to look fantastic in a beautiful kimono made from the fabric of the silk scarves. I envisioned myself walking through the halls, the beautiful silk kimono and the silk scarf fluttering around me, attracting the attention of the audience.’
And did that work?
‘Enormously! I was approached or even followed to my stand. Apart from the scarves, they all wanted that kimono too, so I'm making those now as well.’
I find them stunning and immediately bought one from you. What makes your kimonos unique?
‘Halsduk is a sustainable brand and a mix of couture and casual chic streetwear. I also call it street couture. The fabrics, the patterns, the colors, but above all, I look at the woman herself. I can have it made exactly how you want: with a colorful lining or a more subdued one, with a sleeve cuff or without, longer so you can wear it as a dress or shorter. In addition to the basic collection of kimono jackets, the kimono dress, and the pants, I also make ‘one of a kind kimonos’. There are no two of those, so they are very unique.’
You consciously choose to sell them yourself and not through a retailer so you can serve everyone tailored, but isn't that difficult for a business model?
‘Yes and no. For a moment, I considered selling Halsduk outside my webshop through retailers as well. But due to Covid-19, I abandoned this plan and returned to my original plan. Selling high-quality and exclusive products in an atelier style and having personal contact with my customers is what suits me and Halsduk. Additionally, I offer my products through my webshop, and women can reserve a private shop experience with me. My strength lies in service, customer loyalty, and quality. I now know that women do not buy a Halsduk just once; they are loyal to Halsduk and each one is a wonderful ambassador. My business is home-based, and I have no staff. That saves quite a bit on costs. And of course, I don't say no if a retailer wants to sell my products. For example, my scarves are available at Caroy in Oisterwijk and LIVStores in Utrecht.’
You always traveled a lot and drew your inspiration from there. Where do you gather new ideas during the corona period?
‘Traveling is something I really miss. But fortunately, there is the internet and Pinterest. I draw inspiration from, among other things, folk clothing, antique kimonos, art and nature, but I am also inspired by films or series, such as the series Mr. Selfridge.’
What is a lesson you would like to share?
‘Good question. I am 48 years old and have already experienced some life lessons. The lesson I absolutely want to share is: follow your dream. Go for it and trust your intuition. If something feels good, if you have complete confidence in it, then go for it. Last but not least: create a valuable network. By sharing your story, telling what you do and what your dreams are, you will see that many doors will open for you. Don't be afraid to approach someone.’
Do you have an example?
‘When I had just started Halsduk, I sold well within my private network. But the world is bigger than my family and friends, so I decided to get behind the wheel and travel all over the Netherlands and even Belgium. I found it very exciting because this was totally outside my comfort zone. Still, I decided to persevere. I focused mainly on networking events aimed at entrepreneurship and fashion. The scarf became my networking tool, because as soon as I wore one, I received compliments and could tell the story of Halsduk. I not only shared my story, but I also listened to others. During the conversations, I discovered commonalities or things where we could help each other. One door opened after another. It not only brought me new opportunities but also dear relationships that I still keep in touch with to this day.’
What do you hope to give people with your pieces?
‘A qualitative and stylish item that is made with love and craftsmanship. An item that a woman feels confident in and that she or perhaps her daughter can still wear in ten, twenty years.’
And that wonderfully chunky knitted scarf with the fringes at the ends, is that still for sale?
‘Hahaha, yes indeed.’
Finally, where can people find you?
‘You can find Halsduk in my webshop halsdukbyesmee.nl, where you can find and order a large part of the collection. Additionally, I offer private fittings/shopexperiences. This means that people can see, feel, and try on the entire collection of Halsduk in a private setting at my location (Oirschot NB). Ideal if you want to have a custom-made item. This one-on-one shopping experience is widely used. I welcome women from all over the Netherlands to Belgium. But if you find traveling difficult in terms of time (busy schedule)? An appointment at the location is also an option.’
