Editorial WHERE IDEAS ARE BORN. there is suspense, the heart is racing and fingertips are tingling excitement. Is the risk

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2 WHERE IDEAS ARE BORN there is suspense, the heart is racing and fingertips are tingling excitement. Is the risk worth taking? is the question that all founders of new businesses ask themselves. On the one hand, there is this fear of failing. On the other hand there is the spirit of a pioneer and the desire to discover something new. When an idea comes to your mind and it feels right, there will be this one moment when you need to pluck up your courage and put your vision into practice. This is exactly what Miriam Jacks did in 2009 when she opened her Beauty Concept Store JACKS beauty department. Seven years later she is an internationally renowned beauty expert, successful businesswoman and, since recently, also a working mom. Editorial Now at the age of 33 she has the courage to start something completely new. Go for it! is the motto of our five young businesswomen who were ready to start over. They all ventured into self-employment and are now successful entrepreneurs. Caroline von Stieglitz launched her fashion brand IVY & OAK and designs fashion for women who appreciate a modern look, quality and sustainability. Susann Hoffmann and Nora-Vanessa Wohlert founded their online community EDITION F in They created a digital home for businesswomen. With their independent minds and their self-confidence, the founders themselves represent the message of their company. At the age of only 27, Kristina Tulinius started her own production company APRILMAY. She became successfully self-employed without ever having done a job interview. Not only the Berlin art scene welcomes Lila Nettsträter s project KUNST100 with enthusiasm: The 27-year-old sells original artwork for under 100 Euros and makes eye-catchers available to art lovers on a small budget. Photography Maiken Staak Concept & Art Direction Miriam Jacks Production Lotte Buchholz Styling Caroline von Stieglitz Make - up Katja Maaßen with Make - up Designory Hairstyling Katharina Scheraliew with Davines Beauty Assistant Lydia Schossee Editor Laura Krzikalla Graphic Design Jacob Reischel Fashion by IVY & OAK Jewelry JUKSEREI Different businesses, different personalities what can we learn from them? Be creative and allow yourself to dream. Then pick your ideas and focus on them wholly. Let them grow and work hard to realize your dream. One little spark can be turned into something great. We want you to be inspired by the stories of those real power women, who started their own businesses with courage and fighting spirit. Gender clichés belong to the past - today these five modern self-made women show us their paths to self-realization. Editor: Laura Krzikalla Translation: Dorothea Nadzeika / Scott Muller

3 CAROLINE VON STIEGLITZ IVY & OAK anymore. I had my own vision of how a fashion brand should work So shortly before her 30th birthday, Caroline decided it was now or never. Suddenly you think of family, of children, and ask yourself if there is still space for your own company. I knew if I didn t take the leap now, I never would. Overnight she made the decision to quit her safe job as a leading brand manager and started the next day with the first business plan for her own fashion brand. From the outset Caroline von Stieglitz story sounds almost too good to be true. It sounds so cheesy, but I am living my childhood dream, says the founder of the brand IVY & OAK. Since she was 11 years old, she knew that she wanted to be a fashion designer. When her mother and sister once finished a shopping trip completely exhausted, she stayed, continuing to match outfits. This was the beginning of a grand dream; Caroline quickly realized that sooner or later having her own brand was the only thing that would be right for her. Before establishing IVY & OAK, Caroline was a head designer and brand manager with 8 years experience in the competitive fashion industry. Until the day came when she had had enough. I was spent. Every month we launched a new collection, always more, always cheaper. I couldn t do it With a modern interpretation of classic silhouettes, love of detail, focus on style, and quality, Caroline von Stieglitz wants to put an end to fashion that lasts only for one season. We believe in fashion that survives time. A woman shouldn t need to save up for months for that classic evening dress, but neither should she have to turn to cheap materials. Weddings, business events, summer parties, all time favorites - we create companions for all wonderful moments that a woman expects, says Caroline of her fashion. There is a big gap between Fast Fashion und Luxury Brands in the occasion-wear segment. For the entrepreneur, the discovery of this market gap was the first step towards a successful start-up. But it needs more: You shouldn t be afraid to fail. It is already a success if you find the courage to go out there and pursue your idea. Today, Caroline talks of IVY & OAK not just as a job, but as a great passion. My life has changed completely. You come home and you don t leave the company behind she says. Self-employment is an emotional roller-coaster. Every day there is a new challenge, you have to overcome, boundaries to be transcended and you have to go forward every single day, standing still is not an option. Early in 2015 when Caroline handed in her resignation letter, she felt a sense of liberation. That moment I said to myself, I am going to do this now! I felt so free and good about it. I knew it was the right decision. One day she was leading a team, and the next day she was sitting at home alone with completely new challenges. I just pretended as if I were going to the office each day. All day in sweat pants, that s not my thing. Home office requires absolute discipline. she said. I KNEW IF I DIDN T TAKE THE LEAP NOW, I NEVER WOULD. IVY & OAK Lace Top Flared Sleeve JUKSEREI Circle Ear Stud

4 IVY & OAK Lace Top Flared Sleeve, Pencil Skirt JUKSEREI Circle Ear Stud and Tube Ring Once when she had finished her concept and her idea and her vision were clear, she looked for the help of her present business partners Steven Tran and Christopher Deckert. I knew that I was strong on product, but lacked experience with the business and finance side of things. You need to know your strengths and weaknesses. A healthy self-awareness is crucial, says Caroline. The beginning was chaotic three days before the first employee was due to start, we still had no office. The first collection was created entirely in my living room. We were drowning in material and patterns. My poor boyfriend had to go through all this with me, remembers the designer smiling. It certainly did not all run smoothly at the beginning. You need to fall a few times here and there in order to be aware of your responsibility. Bruises are part of the game. Today we can look back at those situations and laugh about it. YOU NEED TO KNOW YOUR STRENGTHS AND WEAKNESSES. A HEALTHY SELF-AWARENESS IS CRUCIAL.

5 MIRIAM JACKS JACKS beauty department I DON T LIKE TO STAND STILL. Miriam Jacks is always creating. Eight years ago, Miriam set up her Beauty Concept Store JACKS, a beauty department in Berlin, and, to her own surprise, it grew rapidly. After coming home from her training as a hair and make-up artist in Los Angeles, she soon noticed that there was a lot of potential in the German beauty market. She believed that something needed to be done to bring international beauty brands and trends closer to German women. She established completely new products in the German market. This was welcome news to the press Miriam says today. The small one-businesswoman- enterprise became a sure-fire success. Her achievements gave her the courage to reach for the next level: In 2011 she started her own JACKS beauty line brush line and in the same year signed a contract to represent L Oréal Paris as National Make-Up Artist. When her 50 sq. m Beauty Concept Store JACKS became too small, she found she needed a lot more space to grow her concept further and to expand her creativity. She moved her business into a 180 sq. m store which perfectly matched her vision: its interior - exquisitely designed by herself, a huge product portfolio and eight employees. But Miriam, who says of herself I don t like to stand still. I am still in the process of developing my creativity, doesn t stop. Now, after successfully reaching one objective, the 33-year -old wants to start over and is already heading for the next. This year Miriam says good-bye to the retail business and launches her first company using her own name. Under the brand-name Miriam IVY & OAK Carmen Blouse, Business Pants JUKSEREI X-Ring, Oslo Ear Cuff, Iris Bracelet JUKSEREI Creol Earrings

6 ALWAYS LOOK AHEAD AND STAY STRONG NO MATTER WHAT. Jacks the young businesswoman wants to pass on what she has learnt in her past professional years. With her own art direction, content production and beauty- consulting, Miriam wants to share her aesthetic knowledge with others. JACKS beauty department has become an incredibly valuable brand name that will still remain, though. My products will continue to be distributed online, and my Make-up School, Makeup-Designory with the affiliated Make-up Store will also stay in business, Miriam explains. But there is another reason why Miriam started a new chapter in her life after eight successful years in retail. She is now the proud mom of a ten months old son. Noah has changed everything for me. I would like to bring more stability and security in our life. The store was my baby and I took care of it 24/7. Now I want to be there for my real baby, Miriam says smiling. Before she became a mother, she was always afraid to miss something. Her little son gave her more tranquillity and showed her more perspectives. As she says, I am still full of ideas and energy. Eight years in the retail trade with all its ups and downs made me strong as a businesswoman. My advice: Always look ahead and stay strong no matter what. Happy mom and successful founder of a company? No problem for Miriam Jacks. IVY & OAK Bridal Dress Crochet JUKSEREI Notch Ring, X-Ring, Oslo Ear Cuff

7 NORA WOHLERT UND SUSANN HOFFMANN EDITION F Everything was just right for us, this is how Nora-Vanessa Wohlert and Susann Hoffmann describe the beginning of their partnership and career. Everything was right: the time, the idea and the chemistry between the two of them. Since they went online with EDITION F in summer of 2014, Nora and Susann stayed committed to their vision: the creation of a digital home for strong women. They were concerned about one fact in our media landscape which does not keep up with our modern times at all: There are business and career magazines that have a classic male touch. In comparison, at the other end of the spectrum, there are women s magazines dedicated to topics like beauty, fashion news and diet tips what is there to read for the self-confident, successful woman among all those products still promoting old gender stereotypes? Nora and Susann couldn t find anything in the publishing market that was for women like them, and what they are interested in. That s how EDITION F came to be. The digital platform subsists on its community and wants to accompany women on their individual journey, whether it s professional or personal. The appreciation by the community, by people who are complete strangers, has become of great importance to us. This is what motivates us. We know that our idea meets a strong demand. says Susann. Before founding EDITION F, Nora and Susann met through work and both were ready for something new. For Susann, the start was even more challenging, as she was in a new job and had believed she WHEN YOU'VE ALREADY FOUND A PASSION FOR SOMETHING, YOU NEED TO JUMP ON THE BANDWAGON AND GIVE IT 150 PERCENT. OTHERWISE, IT WON'T WORK. IVY & OAK Layering Blouse, Sleeveless Layering Coat and Jumpsuit Culotte

8 could manage working for EDITION F in her free time. But she soon found out that just a job is not what she really wanted. When you ve already found a passion for something, you need to jump on the bandwagon and give it 150 percent. Otherwise, it won t work. the 34-year-old explains. Both women know that the first step is always the hardest. In the initial year, the money was tight and the search for investors difficult. That was quite challenging because we didn t know how long we would be able to pay our staff. One month, or two? says Nora. Of course, they had a few sleepless nights over this, but the first year is also one of the most formative. If there is a good start, it s like a game of domino - suddenly there are a lot of new opportunities and one event follows another. You should never stop at the first hurdle, you need to carry on, but be courageous enough to adapt your product to the needs of the market. For Susann and Nora it is a great help that they can rely on each other, It takes at least one person who believes in the vision. If one of the two feels somewhat down, the other one can drag her along. And there was also courage they could give each other during the founding period. Nora tells us that she was terribly scared, but deep down inside she knew that she would have been mad at herself if she hadn t tried. Susann is sure, A jump into the cold water doesn t feel warmer if you jump later. That s what they meant when they said, the timing was just right. Now, in their early thirties the topic family becomes more and more important, for some weeks now Susann is a proud mom. By being self-employed you have a strong commitment to your company, but there is also the possibility for more freedom. You don t need to function like you are in a machinery, instead you can create a work environment for yourself and your team that can be adapted to your personal situation. I am not the only working woman who has a child. We at EDITION F created a life- and work environment in which we can combine the things that are important to us - family and business. IVY & OAK Shawl Collar Coat JUKSEREI Smooth Necklace and Moon Necklace A JUMP INTO THE COLD WATER DOESN T FEEL WARMER IF YOU JUMP LATER. IVY & OAK Left: Pleated Collar Cocktail Dress Right: Shawl Collar Coat JUKSEREI Tube Ring

9 LILA NETTSTRÄTER Kunst 100 For a year now Lila Nettsträter has entered the Berlin art scene with her innovative business idea: Kunst100. In pop-up galleries she sells works of art for under one hundred euros. Kunst100 is not an art discounter. the Berlin resident points out. Artists allow me to rummage through their studios and workshops. This is how I find works of art that the artist had not considered good enough or not memorable enough, that they were left und forgotten, hidden in a corner. These are often simple sheets of paper, but with the right frame and passe-partout, I can enhance its visual appeal. Kunst100 provides a platform for artists all over the world. At the same time, this presents an opportunity for the consumer to decorate their homes with a unique piece of art for an affordable price. Lila herself got this idea in her own livingroom: As a student I looked at my bare walls and asked myself how I could make my rooms more beautiful without having to take a trip to IKEA. IT S ALL ON YOU. SOMETIMES IT IS DIFFICULT NOT TO BE FRUSTRATED. Kunst100 doesn t deal with top artists or art experts, but with the nonprofessional art lover. Today about one hundred creatives from all over the world belong to Lila s network. Her first client was not a professional artist, but a filmmaker whose works were meant as decoration for one of her films. Lila met her on a trip to Australia, and when Lila told her about her business idea she offered her art works to the cause. Her encounter with this Australian filmmaker helped Lila to find the courage to trust her idea and focus all her bursting energy into this project. I felt so joyful about the confidence she had in me. At that moment I realized, that I would gladly take responsibility for her artwork. My business model was no longer a fantasy, but I had real art in my hands. Although she was holding a secure job during and after her studies in business administration, Lila s passion for her new endeavour was big enough to risk it. She realised that she was not happy in her job and started to put her idea into practice. She knows that she is only at the beginning of her career: Until now I have to IVY & OAK Shawl Collar Blazer, Crochet Blouse, Soft Culotte JUKSEREI Froté Bracelet

10 DARE TO TAKE THE FIRST STEP. IF YOU KEEP YOUR IDEAS TO YOURSELF, NOBODY WILL EVER SEE THEM. make the decision every day whether I want to keep my business or not. At the beginning you are completely on your own. That means you can t blame anyone for your mistakes. It s all on you. Sometimes it is difficult not to be frustrated. But Lila does not give up, she holds on to her passion. It is important to give yourself time to realise your dream, the 27-year-old says. It is unbelievably gratifying to see how happy those artists are for the appreciation they get through this and at the same time you get so much positive feedback from your customers. That s what motivates me. Being self-employed means a totally new attitude towards life, she says. As an entrepreneur, there is a lot of pressure but the job is still much more liberating than being an employee. Lila s tip for future businesswomen: Dare to take the first step. If you keep your ideas to yourself, nobody will ever see them. IVY & OAK Boxy Top Crepe, Pencil Skirt JUKSEREI Left: Oslo Ear Stud, Right: Tube Ring, Froté Bracelet

11 AT THE BEGINNING IT TAKES A TREMENDOUS AMOUNT OF COURAGE, BUT I HAVE ALWAYS BEEN A PERSON WITH A SOUND AND REALISTIC ASSESSMENT OF MYSELF. APRILMAY KRISTINA TULINIUS All her life Kristina Tulinius couldn t imagine herself as anything other than being an independent businesswoman one day. Now, at 34, she is the owner of the production company AprilMay. I have never submitted a job application or done an interview. she admits laughingly. Instead, Kristina s dream job applied for her; without her even looking for it. IVY & OAK Shawl Collar Coat, Blouse Flared Sleeve, Business Pants JUKSEREI Square Rings, V Bracelet After her studies in Social and Business Communications at the Berlin University of the Arts, she met a photographer who asked her to organize his shootings. She took the job, without a very clear idea what was expected from her. I felt I had never done anything else in my life, and I never wanted to anything else. Kristina felt so happy with that job and was so good at it that the idea to found her own production company AprilMay was born. At the beginning it takes a tremendous amount of courage, but I have always been a person with a sound and realistic assessment of myself. I always tried to let my company grow organically and just went step by step forward, Kristina says today. Equipped with her organisational talent, Kristina started her business with enthusiasm and self-confidence. At the beginning I was always horrified when someone asked me, What have

12 you been doing before? and I always elegantly avoided to answer the question. Today, though, I am not afraid to say that I never studied production and that I made a lateral career move. The most important thing you need is talent. AprilMay s customer portfolio, with renowned international fashion- and advertising companies, she and her five employees have been working with for the last seven years, speak for the success of Kristina s idea and confirm her initial courage. Another reason for her step into self-employment was that Kristina didn t like the practice in our working world that women are literally sorted out when they think about starting a family. A lot of women still have to decide between being working or stay-at-home moms. That would not have been an option for me. That was also one of the many reasons for setting up my own business. I am free to set my own goals and create my personal perspectives, my family planning included. Today Kristina is the mother of two and can proudly say, I come home every day, happy because I can combine work life with family life, like I ve always wanted to. In addition, her work doesn t feel like work. That is a great privilege. For me there is not much difference between a Monday and a Saturday. For me both are great days. As a successful founder Kristina knows what was most important on her way: you need to keep the magic alive that excited you in the first beginning. I always remember with how much passion and dedication I served my first customers. You always have to remind yourself to stay that way, that s the secret to becoming established in the market. I ALWAYS REMEMBER - AND STILL KEEP - THE PASSION AND DEDICATION I PUT IN MY FIRST PRODUCTIONS. IVY & OAK Jumpsuit 7/8 Sleeve JUKSEREI Stok Earring, Square Rings

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14 fashion by IVY&OAK jewelry by JUKSEREI make-up by MAKE-UP DESIGNORY hairstyling products by DAVINES

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