This rarely cool blazer is intensely affordable
Instagram can be such a delightful meeting place. Maison Míaré flew by, I liked them and before I knew it—well, there were some DMs going back and forth—I had such a great blazer from them on my desk.
Jeanelle, you are one of the driving forces behind this new fashion brand. How did it all come about?
Mainly from my ambition that I have always had to start a business, combined with my passion for fashion. Sometimes it's good to step out of your comfort zone and just start.
Your signature is the blazer with a twist. That undoubtedly arose because you missed that in the market. What was the moment when you thought: now I'm just going to do it?
The idea of starting a business had been on my mind for a number of years, but I was always a bit searching. I didn't know exactly what I wanted to do and was unsure if people were even waiting for what I came up with. I didn't dare to take the plunge because I had already thought through all the risks in my head. Choosing the ‘safe’ option is just a bit easier than jumping.
On a cold Friday evening in December, after a busy work week at my office job, I had arranged to catch up with a friend. We ordered a poke bowl and sat on the couch with a glass of wine watching an episode of Winter Vol Liefde. While we talked, I mentioned that I felt like I couldn't channel my energy in the right way. I wanted to start a business alongside my office job so that I wouldn't spend the whole winter lying on the couch with a blanket, waiting for spring. I'm just not really made for the short, dark, cold days in the Netherlands.
My friend listened to it all and was surprised—she had a ton of questions. She only saw risks and bears on the road, and she was worried about my free time. I saw it completely differently, and at that moment I thought: okay, I'm going to prove the opposite, I'm just going to do this. The next morning I was already early behind my laptop and started right away. A month later, my idea came to life and the first orders came in. I'm still super happy that I took the step. It generates an incredible amount of energy. Doing something you really enjoy, I would recommend to everyone. It really lifts your spirits. Why would you waste all your energy on things you don't like, while you actually get a boost from the things that do make you happy?
A startup doesn't grow with a 9-to-5 mentality, so I assume that for you work and private life seamlessly overlap and the workday never counts less than eight hours. What is your lifesaver? That cup of coffee when you wake up, or do you have other tools to keep going?
I don't believe in the 9-to-5 mentality. Every day consists of 24 hours; you can get so much more out of your day if you handle it flexibly.
Besides the daily cappuccinos, it especially helps to do things you enjoy. That yields much more than a temporary caffeine boost. Celebrating successes is also really a lifesaver for me: taking a moment to reflect on what you've achieved and what efforts you've made for it. That brings pride, but also new energy to keep going.
How many hours do you work per week?
Honestly, I have no idea. There are definitely more than 60. If I feel on Saturday at 06:30 that we need to start a new campaign, I'm five minutes later in my bathrobe behind my laptop with a cappuccino to make sure it goes live as soon as possible. As long as I get energy from what I do, I don't care how much time it takes. Of course, there also needs to be space to clear your head. A game of padel helps me with that.
Did you imagine as a little girl that this would be your profession?
When I was about three years old, my parents gave me a toy store for my birthday. I could entertain myself for hours with it. I found the cash register the most fascinating part, and I was constantly looking for customers who wanted to come shop with me. Maybe that contributed to my ambitions, but I didn't know right away what I wanted to do later. In fact, I was really doubting because of all the possibilities.
What education have you followed and did you benefit from it?
It took me a while to know exactly what I wanted to study, especially with the huge range of options. Eventually, I chose, partly due to my passion for fashion and entrepreneurship, to study BBA in Fashion at TMO Fashion Business School.
As a student, you sometimes wonder if what you're learning in school is really useful. In hindsight, I have gained a lot from it. Despite my love for fashion, I learned during my studies how polluting the fashion industry can be and what impact that has on nature. Because of that, I immediately knew that if I ever went into fashion, I wanted to do it in a sustainable way. There are so many beautiful places in the world—how sad would it be if they were lost due to a polluting industry?
What advice would you give your younger self?
Surround yourself with the right people and be grateful. It's easy to take things for granted, but how special is it that there are family and friends who support you? That's not a given, and it's good to be aware of that.
Are you the type that separates work and private life, or does everything flow together smoothly?
Even though I secretly like structure, everything is mixed up for me. I share successes, but also setbacks at work, privately, and vice versa. I believe that collaboration goes better and there is more understanding when people really know you.
Always reachable or type two phones and only back online on Monday?
I believe in timing, so I am basically always reachable. You don't want to miss the momentum. If I get a message from a potential client, I get excited right away. The market is fast, and if you don't act immediately, they will look elsewhere.
What do you wear on a workday?
My go-to outfit is a blazer from Maison Míaré, a basic top, wide-leg jeans, and sneakers. For business meetings, I combine that with trousers and nice kitten heels.
We know it’s not chic to talk about money, but it’s nice for the next generation to know what it’s roughly like. Can you give a rough indication? Are we above or below the Balkenende norm?
Definitely still below the Balkenende norm, haha! That is really a lot of money. At the moment, I am trying to invest wisely. If I ever end up in those regions, I will continue to do so, including making beautiful memories with friends and family.
Have you experienced a glass ceiling?
In my entrepreneurship not yet, but in my office job yes. Companies try to prevent it, but that remains difficult. I see such situations mainly as a challenge and like to prove the opposite. Sometimes that takes time, but if everything always comes easily, there is little challenge in life.
Has there been a moment in your career that you are proud of in hindsight?
For me, that is the leap into the deep end that I took to start my business. Because of this, I get to do what I really enjoy every day and can make others happy with a unique upcycled vintage blazer. The responses that come in from customers, in which they indicate how happy they are with their purchase, make me proud. How special is it that you can make others happy by following your passion and doing it in a sustainable way? I also keep all the responses that come in. Isn't it super nice that people take the time to let you know how happy you have made them?
