Yuyan does not find it uncomfortable to talk about money

Yuyan Vuurmans' main goal is to remain a small business. Or: as small as possible. This is difficult when you are as good and energetic as she is, so instead of one large company, she has multiple businesses and labels: 1AM Agency, with which she Lonneke Nooteboom represents and Buro Bagsy, which helps brands with content strategy and influencer marketing. Additionally, she manages twelve talents, has a podcast label, and a UGC agency.

Yuyan, with your businesses and an intensely varied existence and also a small baby many people will want to know what you do and especially how. And you also look so amazing and stylish despite undoubtedly broken and short nights. That's why you had to be in this section, so we can learn from you, so here we go.

You previously worked at an artist management agency and decided to start for yourself with a boutique agency. What made you decide to just go for it?
‘I couldn't find myself in the strategy of the company I was employed by at the time. I have always been a go-getter, sometimes having four jobs at the same time in my younger years. Additionally, I sometimes found it difficult to have to ‘follow’ someone instead of being able to decide for myself with whom, when, and how I wanted to work.’

You now have a child and run businesses that probably won't be managed between 9:00 AM and 5:00 PM. What is your lifesaver? That cup of coffee you drink in the shower (is that really true?) or do you have other tools to keep you going?
‘The cup of coffee in the shower was something my boyfriend handed to me every day before our son was born. But that time is over, haha. I try to plan my life as efficiently as possible; I work while I'm at the hairdresser or getting a manicure, and we have a large support network for our baby besides the daycare itself. Especially by organizing it as well as possible, I can ensure that I also have a lot of time for myself. Additionally, a good coach, going to bed on time, and two cups of coffee a day are my lifesavers. Furthermore, being ‘always on’ is really part of my job.’

How many hours do you work per week?
‘About 40 hours a week.’

Did you imagine as a little girl that this would be your profession?
‘As a little girl, I thought Beyoncé I would become, haha, but that talent was quickly talked out of me. I always knew that I had an incredibly strong will and never give up, so it doesn't surprise me that I ended up doing this work.’

What education have you followed and did you benefit from it?
‘I followed MBO Media Management. I found that awful and mainly benefited from the many and long internships we were allowed to do.’

What advice would you give your younger self?
‘Listen better to your feelings and stop trying to please everyone.’

Are you the type that separates work and private life or does everything flow together?
‘I am not at all concerned with keeping work and private life strictly separate. However, I think it may not seem like I am very open to that combination. I can certainly say that I have an incredibly good and nice relationship with all our talents and colleagues; we also visit each other privately, but they are almost all business relationships.’

Always reachable or type ’two phones and Monday you're the first’?
‘I am just not reachable during the hour when I pick up our child, feed them, and put them to bed. Otherwise, you can always call me.’

What do you wear on a workday?
‘I go in terms of style from left to right. Lots of jackets, oversized blazers, tank tops, open shirts, wide trousers with sneakers, high-waisted jeans, denim skirts, chinos, and satin trousers, almost always in basic colors.’

Do you think about perfume and hairstyle? I can imagine that you take into account the role you fulfill that day.
‘Yes, I have quite a few scents: all from Skins and they all have in common that they are quite ‘warm’ or that I can combine them. And I almost always run a curling iron or the Dyson Airwrap through my hair in five minutes. I love volume in my hair.’

We know it for sure: talking about money is not chic, but it is nice for the next generation to know what it roughly involves, this work. So can you give a rough indication of which segment you are in? Are we above or below the Balkenendenorm?
‘I pay myself as (co)owner a salary that is below the Balkenendenorm. When I still had a sole proprietorship, I was really shocked by the income tax I had to pay every year. For that reason, we became a BV among other things. By the way, I actually love talking about money and being involved with it. I do nothing else for my talents all day.’

And another point of attention: being a woman. Have you experienced a glass ceiling? The idea that you had to prove yourself more?
‘No, to be honest, not. I have never let anything or anyone hold me back, and I will never allow that. What I do notice is that if I were to experience that or something in that direction, I get triggered. So I also find it fine when people already have an opinion about me that is not correct. That triggers me and I turn that into a huge amount of motivation.’

Has there been a moment in your career that has been decisive for your career? Something you were quite proud of in hindsight? I once got offered the job of editor-in-chief at Marie Claire and I said that I only wanted to become editor-in-chief, and then they asked me for that job. Lesson learned: say what you want and occasionally stand your ground.
‘Wow, also cool for you and indeed something to be proud of. Speaking for myself, it is the fact that I decided to leave the safe employment and start for myself. Without a fixed salary and a new house, I threw myself into it. I am also proud that at one point I partnered with my companion. Together you open new doors, I have noticed. And there have really been a lot of those for us in recent years.’