Vrouw Achter Het Merk: Jill van de Lepelclub

Imagine this: if there had been a nice little spoon on Jill's table during that visit to a dining establishment, her entire empire might never have come to be.

And that's how it started, by the absence of a nice spoon on an otherwise beautifully set table, Jill decided to establish the Spoon Club. Since then, she has been making waves on TikTok and Instagram with a business plan that makes you feel both greedy and oh so cheerful. I present to you: Jill from the Spoon Club.

Lovely Jill, it must be bizarrely busy for you right now with Black Friday just passed and Christmas approaching. How many packages went out the door yesterday?

Thank you dear May, for this lovely intro! Right now it’s peak busy and many packages are going out the door. I've lost count myself, but a lot of hard work is being done to deliver everything to everyone.

When I see a point for improvement somewhere, I don’t immediately turn it into a business. Did that grow for you, or did you really decide to start right away?

By nature, I am quite impatient, so the problem of that ‘stupid’ spoon had to be solved immediately. I started sketching that same day, after which I called a friend who has a family business in tableware, and before I knew it, I was in contact with a manufacturer. A few samples later, it was time: the spoons went into production. And that's how the Spoon Club adventure began!

When you look back on your life, does the Spoon Club align with your expectations, or did you see yourself in a toga on the Zuidas instead?

Haha, I wouldn't have seen myself wearing a toga anytime soon. However, starting something creative is definitely something I could see! So looking back now, it doesn't surprise me that I started developing my own designs, and that the Spoon Club ultimately emerged from that.

I strongly believe that everything in your life ultimately contributes to your success. Does that apply to you as well? What has helped you to be so successful?

I've been curious about the world since I was young. At 15, I decided to spend a summer in America to learn English. At that time, I barely spoke a word of English, so it was a challenge. But now we work with many international clients and our team is largely English-speaking, so I'm glad I can now speak a bit of English.

My very first job at Brood & Zoets in Amersfoort has also shaped me immensely. I was 14 and incredibly shy, but owner Sanne taught me so much. And eventually, she also became the first customer of Spoon Club with her concept store.

In the beginning, I combined Spoon Club with a full-time job. My then-manager introduced me to her sister, Marjolein Westerbeek, who lives in New York. She eventually became my mentor and business partner. She is incredibly experienced in building brands and I learn a lot from her.

I can imagine that the Spoon Club is a concept that makes people very happy. Do you also go to work on a wave of happiness? And how do you deal with the lows?

I always ride my bike to the office with a smile! It was a big dream to be able to do this full-time, so I'm still grateful for that every day. And I work with a really great team, which helps a lot too! Of course, I sometimes have a low moment or something goes wrong. What I have learned is that there is a solution for everything.

How many hours do you work per week and how do you keep the work-life balance stable?

I’ve never kept track, but I think I work around 60 hours a week, if not more. It doesn’t feel like work either. Besides that, I enjoy spending time with my friends and family, exercising or traveling. Then I really try to let go of work for a bit.

What do you wear on a workday and do you have a clothing item or perfume that empowers you?

I like to wear trousers with a nice top or blazer. I really love a beautiful niche fragrance; my current favorites are Parisian Musk by Matière Première and Amber Affirmation by Amoué.

How have you organized your business? Do you pay yourself a salary and invest the rest?

In the first two years, a salary was not possible yet, and I combined Spoon Club in the evenings with a job and a lot of babysitting hours. Fortunately, for the past two years, I can work on it full-time. I continue to reinvest because we still have plenty of beautiful plans.

Your Spoon Club empire is expanding further and further. Have you already checked out Le Bon Marché?

Well, that pilgrimage trip is planned. This is of course the perfect excuse to go to Paris. This month, I’m going to Paris for a few days to visit Le Bon Marché and gather a lot of inspiration.

What’s on your wishlist? Tablecloths and napkins perhaps?

That sounds fun to me too! Our current collections are very popular, so we want to expand those. But also completely new designs are on the wishlist. All I can say for now!

What does your Christmas table look like this year?

Christmas is celebrated in Maastricht with family. There must be beautiful bowls on the Christmas table; I find the Bow Bowls very festive in combination with the napkin rings. And for dessert, the Pearl Cake Knife & Server and the Pearl Forks cannot be missing, of course.

Are there already plans for 2026?

We are going to the Maison & Objet fair in January with a stand. This has been a dream for four years, so I’m very happy that this is now becoming a reality. In addition, we want to launch many beautiful, unique designs, create amazing photoshoots, and collaborate with beautiful new retailers worldwide.

More fun from Jill? Be sure to check out her website: lepelclub.nl