Vrouw Achter Het Merk – Masha Le Clercq | Bitter Grace
I have known Masha for years as a PR professional. She is the binding factor between brands and magazines. Yet she felt that she wanted something more in her life. Something that was needed and that served a beautiful purpose. Bitter Grace was born, a company that makes a funeral even more personal and special.
Masha, tell me. How did the idea come about?
Throughout my entire PR career, I have seen so many brands come and go. At a certain point, you know what is needed in the market and what will work and what won't. The moment I decided to start this was actually a few years after the passing of my friend and employer Odette. She had such a refreshing perspective on everything. When she passed away, she had arranged for her funeral to be treated as a real event. Everything was on point! From water bottles that were ready on the guests' chairs to the personal gifts that everyone received. It just felt right. I have thought about that often. In life, all important moments are celebrated grandly: from a wedding, a birthday to a baby shower. At a funeral, I often find it a bit impersonal and especially brief. That can be different! Especially at someone's very last life event, someone should be fully honored and there should be a moment to reflect on all the beautiful memories that exist. My concept provides a solution for this. Additionally, it adds that extra touch of luxury to a funeral.
“Jump before you’re ready.”
I recently read a quote from the manager of Eva Jinek – Kristien van Dillen – who said:
“Sometimes you just have to start. Don't think: it has to be better, it's not quite how I want it yet, but just take that first step and then make it better.”
I found that wise, because the urge for perfection can lead to ultimately doing nothing. Was it the same for you: I just start and we'll see?
Oh yes, very recognizable. Before I started, I was in that phase for a long time. A lot of weighing and measuring, and many bears on the road. But just starting is indeed what it comes down to. In the following phase, where I was developing my product, that urge for perfection came back very strongly. A kind of vicious circle that I got into—very annoying. A friend of mine said at one point: “Jump before you’re ready.” I have benefited a lot from that advice. You can always make adjustments and refine things later.
Tell me about Bitter Grace – how does it work?
Then the family or the funeral director/funeral planner gets in touch. We then look at what the wishes are and what is feasible. Besides that the goodie bags must be personal, they also need to be produced quickly. The deadline for a funeral is always tight. Part of the products in the bag is ‘standard’, but they are fully customized. Each bag contains:
- a beautiful scented candle that can be burned at home after the funeral,
- a sparkler that can be lit in the evening from everyone's own hometown for a final farewell,
- a flower bomb for planting forget-me-nots,
- and a fill-in card where you can share your favorite memories and – with the included envelope – send it to the close family.
This fill-in card is so heartwarming.
After a funeral, families often fall into a deep valley. Life just goes on, but the real processing and the missing only then begins for the family. That abundance of cards that fall on the mat, with beautiful memories that they often have no idea about, are really very valuable. Additionally, you can add extra products to the memorial goodie bag. Think of a bottle of Chanel No 5 because it really belonged to the deceased, a favorite bottle of Merlot, a bouquet of flowers that was typical for the person, or just for the front-row guests (the close family) a bracelet with the initials of the one who has passed away. Everything in the context of remembering and never forgetting. Sending a bouquet after the funeral is also a beautiful gesture. They come in a lovely bag with a nice ribbon around it, very chic and stylish. How beautiful is it when you can give all guests a bouquet that then stands proudly in everyone's living room for a week? Then there is an extra moment of remembrance and reflection.
How do you combine Bitter Grace with your work at So PR?
I work three days a week for So PR. The other days I fill with work for Bitter Grace. A very nice and pleasant combination, I think.
What is your education?
I first studied HBO Communication and then WO Social Sciences at VU Amsterdam. I loved student life. I got as much out of it as possible and stretched it as far as I could 😉
Did you see this coming as a young girl?
As a young girl, I envisioned a vibrant job in fashion, beauty, magazines, and television. Well, that has certainly come true at So PR. But besides that, entrepreneurship also attracted me. The idea of creating something myself seemed fantastic to me. Now I don't come from an entrepreneurial family, but my grandmother does. So that entrepreneurial spirit is indeed in me. I always had good business ideas, but if you don't do anything with them, you never know if they are really good. It's super fun to now push forward and see that I have my own company. I am increasingly realizing that I have broader interests. Blockchain technology fascinates me, and if I had lived in America, I would have loved to work at SpaceX. I have a fascination for the universe. In short: a wide interest, haha.
Do you keep work and private life separate?
No, that does indeed mix nicely. But that's what I like about this era. Between work, you can pick up the kids from school and in the evening you finish it off with some emails. Long live 2025!
Describe a recent workday for us
In the morning, I have a coffee date at Coffee District in Buitenveldert with Renee Vervoorn. She founded PLTS and is really a business pro. I find her advice very important. We discuss my pricing level and she sets new goals. Nice, because when you are solo, it can sometimes be lonely and you sometimes need a boost. After that, I drive to a funeral planner in Vreeland. I have spoken to many planners who found my concept too high-end and prefer to work with well-known products. People with a refreshing perspective are scarce in that industry. But when you meet someone who is in the premium segment and really wants to create the most beautiful and best event, it makes me so happy. At the end of the day, I check my mailbox and the evening ritual with the kids begins 😊
Do you also make mistakes?
Certainly, mistakes are part of it. I have had bags with a color that turned out just wrong, a website builder who delivered very different pages than I had briefed... Then I get angry and irritated, but then you just have to move on.
What do you wear on an average day?
At So PR, anything goes as long as it's fashionable. For Bitter Grace, I choose something a bit more classy, but I avoid black. My concept is about memories and honoring people; it should be light. I like to wear off-white, ecru, or beige.
What is your beauty and perfume routine?
My mother works at Skins in Laren, so I am always up to date with new beauty brands. I use shampoo and conditioner from Björn Axén, blow-dry with the Blow-Dry Brush from Mer-Made Hair and Cosmic Blow-dry Jelly from Authentic Beauty Concept. After that, I use texture powder from Taft. For skincare, I switch a lot, but now I use a toner from Clay & Glow, vitamin C serum from Collistar, Good Genes Lactic Acid Treatment from Sunday Riley, Rénergie Triple Serum from Lancôme, and a moisturizer from Omorovicza. For my body, I use an oil from Susanne Kaufmann and Cashmere Mist deodorant from Donna Karan. In the summer, I apply self-tan mousse from Tanrevel on my legs. My makeup favorites are contour stick and foundation drops from Westman Atelier and concealer, lip liner, and gloss from YAMOUR. My favorite perfumes: L’Artisan Parfumeur Histoire d’Orangers, BYREDO Blanche, and Per Se from 27 87 Perfumes.
What would you do if you had all the time in the world?
I always want to do everything at once, but sometimes I am too impatient. Step by step is also fine. With all the time, I would launch more related products. I already have those ideas in my head – one day…
Three important lessons you have learned
- Balance is key. Keeping work and private life in balance is very important. I have seen people […] that they no longer stood anywhere else. That is an important lesson.
- Jump before you’re ready. Sometimes you do nothing for too long. Just go, then you see where the ship runs aground.
- Surround yourself with nice people. Work relationships take time. Make sure that people not only deliver quality work, but that you also have a good time together.
Album you keep playing: Romy Monteiro’s tribute to Whitney Houston, so albums by Whitney on repeat.
Last purchase: A beautiful plant pot for the garden and a butteryellow dress by Elisabetta Franchi with matching shoes.
Perfume of the moment: Per Se Eau de Parfum by 27 87 Perfumes.
Books you read: Who speaks goes – Astrid Holleeder, and Homo Deus – Yuval Noah Harari.
