5 business lessons from girlboss Kae Sutherland
An invitation from Kae Sutherland to come and see her new jewelry line? You don't just brush that aside. Bossbabe Kae started her own business back in 2010: she made jewelry herself, during school breaks, and sold it to friends and acquaintances. The business eventually grew so large that a webshop had to be created. With the help of her boyfriend Diego and nothing more than her Macbook, the beginning of a booming business was there. Now, 15 years later, it continues to grow. 24Kae Today she launches a new line within 24Kae: a collection of seven 14-carat gold rings, specially designed for the special moments in life.
Besides jewelry, Kae is also a leading lady on social media
To be honest: I mainly knew Kae as an influencer. That there was a real entrepreneur behind her pretty pictures was unknown to me until she opened Bam Boa, on the Weesperzijde in Amsterdam. A beige, boho restaurant where you want to sit glued to the terrace all spring and summer. But Kae really can't sit still. After founding her jewelry brand (which was then called ‘4ever With Everyone’) in 2010, she started her own social media agency in 2015 to help others become visible in the Facebook and Insta algorithm. The fact that she also has two small children (Loua, 7, and baby Sol) doesn't hold her back. Do you think she's exhausted and longs for a quiet day for herself? “I actually prefer being busy over being quiet. That makes me restless and then I keep thinking: ‘I have to do something’.” Just casually: “I just got back from a shoot in Ibiza, where I was for 48 hours.”
But back to the jewelry from 24Kae
If you follow Kae, you know that anything that isn't pastel doesn't make the cut. And that applies not only to her clothing and home, but her office is also fully adapted to it. With her small team, she sits in a kind of beige oasis, surrounded by the sparkle of the most beautiful jewelry. It looks like a candy store, where I personally would want to buy something every day. With the affordable line ‘Bold’, that's also quite doable. “But there was also increasing demand for more exclusive jewelry. Jewelry for a special moment, like an engagement or a graduation gift.” And thus the 14-carat line was born. It's genuinely inspiring that Kae used nothing more than an iPad to design the line. It gives the feeling that anyone can start their own business with just a few small technical gadgets. It's especially inspiring that with a dream and perseverance, you can achieve something so big. Only the courage to shamelessly promote yourself has to come from within, just like you really have to pick up the phone to get in touch with distributors and suppliers. That's exactly what Kae is quite good at. “At the moment, we are in almost all Bijenkorf department stores, and we also have international distributors.” So if you're in Italy this summer, don't be surprised if you see Kae's jewelry in the window of the local jeweler.
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And no, you don't have to be a bitch to be a Bossbabe
Kae's beauty clearly also comes from within, as it's obvious that she is close with her small, enthusiastic team. With the three girls from her team, she personally molded the special ring holders for the displays of the new jewelry line. Again, a clear example of how little you need to start a business. A few tips for those who are now completely inspired to finally take action and realize the dream of having their own company:
1. Start small, but think big
You don't have to launch a fully developed company right away. Start with a minimal version of your product or service (a so-called MVP – Minimum Viable Product). Test it on your target audience, gather feedback, and improve step by step. Think strategically: where do you want to go, even if you start in your bedroom.
2. Be creative with funding
Do you have little startup capital? Look at: crowdfunding platforms like Kickstarter or Voor de Kunst, microloans (e.g., via Qredits in the Netherlands). Trade time or knowledge with others (e.g., free photography in exchange for promotion). Use free tools (Canva, Mailchimp, Notion, Google Workspace, and like Kae: Procreate for drawing designs).
3. Build a network (before you need it)
Seek connection with other female entrepreneurs, through LinkedIn groups, networking events, or meetups, online communities like The Self-Made Summit or Female Founders. People will help you faster if you build relationships before you ask for something.
4. Invest in yourself – not just in things
Instead of expensive equipment or office space, invest in knowledge: take free or affordable courses, listen to entrepreneur podcasts, read books. Your skills and mindset are your strongest assets.
5. Don't let yourself be held back by imposter syndrome
Many women (especially young and starting out) think: “Who am I to do this?” But: everyone starts somewhere. You don't have to know everything or be perfect. By doing, you learn. And mistakes are growth opportunities, not failures.
