Yvette Noorlander | owner of Rotterdam based jewelry brand, ‘My Bendel’, NL

Star Sign: virgo
Currently reading: books and other stuff about online advertising.
Hopes her last meal will be: amazing Italian anti pasti

Yvette Noorlander is the owner of, ‘My Bendel.’ A Rotterdam based jewelry brand she started in 2017.

When did you first know that this was your calling?

I love to create and design. Always have. And like every woman I love jewelry. This gives me the best of both worlds – designing something I love while making people happy with the pretty jewelry.


How did you get your business off the ground?

By working step by step. When starting this company neither me nor my friend and colleague, Aruna Kandhai, had knowledge of the business. So we had to learn everything. We did this by talking to people, reading, learning about materials, and most of all, through gaining experience. We were able to focus on our goal because we already had our own style and knew we wanted to create jewelry everyone can wear. Stainless steel and ceramics are the perfect material for that. Another really important thing that helped me is the fact that I had the unconditional support of my family and friends who always gave their opinions about designs and business ideas.

I love to create and design. Always have. And like every woman I love jewelry. This gives me the best of both worlds – designing something I love while making people happy with the pretty jewelry.

What makes your company unique?

First of all, the material. Our jewelry is made from stainless steel or ceramics. Ceramics is such a unique material to work with. Everyone can wear it and it never breaks or loses its color. Stainless steel is also anti-allergic and therefore it helps us succeed in our mission of creating unique jewelry for every woman every day. We design most of our jewelry ourselves keeping in mind that nowadays jewelry is more a way of expressing yourself than just a one-time item to buy. So overall, it’s the combination of material with our unique dutch designs.


What is the biggest challenge for you in this field?

At the moment, like for everyone, the Corona crisis is very challenging. However, on the positive side, it also gives us the creativity to think differently and find new ways of keeping your business going.

What inspires you to continue?

My belief in, ‘My Bendel.’ We started this company with no knowledge, still through very hard work and believing in our product and brand we’ve gotten to where we are today. Working with my partner/friend is also fun, inspiring and I can happily say we make a great team. The feedback we get from our end customers and the relationships with our dealers also help me continue. And last but not least, my parents who always inspire me, reflect with me and give me new ideas to think about.


What is your life motto / what mantra do you live?

If you believe in yourself you can do anything. To me that’s where it all starts.


How do you ensure a good work-life balance?

Finding a good work/life balance is the most challenging thing for me. But in the end, if you do something you love and are passionate about you always think about new ideas or things you can do and it doesn’t feel like work.


How has the Coronavirus affected your work?

Like everyone else Corona also affected, ‘My Bendel.’ It made us more creative in finding ways to keep our business going and also appreciative of what we have. We were lucky that we added several new dealers before the coronavirus started.

During the easy lockdown, we improved our website and designed many new products which will be introduced later this year. Our sales nearly doubled the first half-year of 2020 despite the coronavirus. So we are excited about the development of, ‘My Bendel.’

What can people do to support you and others in your field?

Support your locals and buy something small to show your love to your loved ones. We organized, together with several local entrepreneurs, an online bingo during the corona period. That was fun for us and our customers.


What are your plans for the future?

The worst of the Coronavirus is hopefully over, so we are excited about what is ahead of us. First of all, we are looking for more dealers in the Netherlands but also excited to soon expand to Belgium and Germany.


Do you have tips for people who want to start a business (in this field)?

Never give up and be determined. Starting a new business is definitely not easy. But it’s about falling eight times and getting back up 20 times. Try and evaluate. And most of all, do something you love.

Share Post