“After looking around I realised that it just didn’t exist, an extraordinaire spoon.” Jill Snijder, the founder of Lepelclub on what planted the seed of her business idea
Like many brands I’ve come to covet over the years, I stumbled across Lepelclub on the gram. There was a certain magic to it. And, once my eyes had fallen upon the the label’s Let’s Drink Pearls champagne coupe in pink, it was GAME OVER. I’ve since not only featured Lepelclub’s heart-stopping imagery across the Bridal Editor Instagram feed multiple times, but am now the proud owner of four Let’s Drink Pearls pink champagne coupes and a set of Glass Heart Chérie spoons – because, as Lepelclub’s founder Jill Snijder so poetically puts it: “It all started with a spoon…” I managed to catch up with Jill herself, to talk about her business journey so far and her version of Taking The Plunge, including the highs, the lows, the first jobs, the worst jobs and the tech she can’t live without…
Name: Jill Snijder
Date you took the plunge: October 16. 2021
#1 In a nutshell, describe your business/brand – what do you offer?
“It all started with a spoon but turned out in a not-so-regular homeware collection.”
#2 What’s your career background? Has it always been in the industry you’re in now?
“No, not at all! I studied communications and started my career at a marketing agency. I always had an enormous amount of business ideas, until I started working on one for real. This has been the start of my brand, Lepelclub. A lot of our products have been given as wedding gifts, which makes me so happy!”
#3 What planted the seed of your business idea? Did it strike you suddenly?
“It started with a visit to Morgan & Mees, a boutique hotel in Amsterdam. I wondered how everything could be perfectly styled – from the curated art to their gold coffee mugs. Except they were missing out on just one thing, their spoons. After looking around I realised that it just didn’t exist, an extraordinaire spoon.”
#4 Describe the moment you decided to TAKE THE PLUNGE (what did this involve? Handing in your notice?)
“As I am quite impatient, I immediately called an acquaintance who is a director of a cutlery company. He knew a manufacturer that could help me out with my idea. From this moment, I knew that I wanted to bring this idea to life.”
#5 Describe how the first day of building your own business felt:
“Amazing! As I feel so passionate about working on this business. It also felt surreal that it was really happening.”
#6 The highs – what have they been so far?
“So many! Literally, it’s only a year since I started and a lot has happened ever since. Sometimes I have to pinch myself. I make those lists with things I want to achieve. A reseller in New York was on it, a publication in a specific magazine will be realised s(p)oon, and a lot of happy customers ever since!”
#7 The lows – how did you move past them? What did you learn?
“Yes, of course. It’s not always champagne and sushi. As I put so much time into the designs, branding, and packaging this is really important to me. Someone copied my work and I was devastated about it. Now I know that there is enough space for everyone and that I have to see it as a big compliment.”
#8 If you could tell yourself three things when you first started the business – what would they be?
No.1 “Always continue, as good things take time to grow.”
No.2 “Find ways that do work for your brand, if you know what works, you can focus on this.”
No.3 “People with knowledge like to help you, don’t be afraid to ask for help.”
#9 Your tips for those dreaded lying-awake-at-3am times? (Counting sheep? Glass of water? Get up? Meditate? Read?)
“I still have those nights! I can be too excited which causes me sleepless nights. I try to stop working an hour before I sleep and try to read a book. In this way, my thoughts can be a bit more relaxed.”
#10 Your top organizational tip?
“As I mentioned, I like to make lists, a lot of lists! I love to know what’s going on.”
#11 Who inspired you? Or inspires you in business?
“Erika Geraerts is a big inspiration to me. She is the founder of Frank Body and Fluff. I met her randomly during a visit to Melbourne. She does things differently, by being open and transparent as a brand. Also, she lets her audience reflect. She shows not only the highs of running a business but also the real side where it can be challenging.”
#12 An app/piece of tech you now couldn’t live without for your business:
“Instagram! I am so happy to connect with Lepelclub’s followers through this platform.”
#13 Your first-ever job was…
“I grew up in Amersfoort, a city in the Netherlands. When I was younger, I visited a specific café a lot. It’s called Brood & Zoets and everything is homemade. I started working there at the age of fourteen and stayed for over eight years. I grew up over there and it’s still one of my favourite places to go to.”
#14 Your top social media tip?
“Stay true to yourself! I believe that if you share things that make you happy, others will notice this.”
#15 The brand you’d love to collaborate with and why…
“Glossier! Let’s dream big 😉 I love how they build their community and inspire their followers.”
#16 Name a business/social media account(s) – that have helped/inspired you with your business?
“Fluff, I love their updates on Medium!”
#17 Your fav social media tool: (Pinterest? Instagram? LinkTree? Etc.)
“It used to be Instagram, but I have to admit that I am lately into TikTok as well.”
Rapid Fire Questions | Lepelclub
#1 Most inspirational book you’ve read:
#2 You’re in Starbucks, what do you order?
“Soy iced latte with hazelnut.”
#3 Instagram feed crush:
“Sophie Bille Brahe, everything they touch is like a dream.”
#4 If you didn’t do what you do…what would you do?
“Can I have multiple lives? I am dreaming of running my own boutique hotel, somewhere in Australia.”
#5 Start of the work day:
“I love to start early, let’s wake up at 6am and start with some movement followed by a good breakfast.”
Lepelclub photography by @simone_frank