Hey! I'm Lisa, the founder of Dear Darling Berlin, and here I'd like to tell you my personal story.
My journey into entrepreneurship began at the end of 2019 with a big wish: the wish to build something of my own. in my own handwriting.
After my dual studies program, I landed my first full-time job at a trendy Berlin start-up. Work phone, company car, and very good pay – basically everything a career-minded person dreams of, right? But what always bothered me was: I couldn't fully express my creativity and desire for independence anywhere. Either there was a small budget, a specific "brand strategy", or some other reason that prevented my ideas from being implemented.
After a few months, this led to an incredible amount of frustration. What am I doing all this for? Because I really wanted to make a difference and break new ground. I wanted to make things beautiful, to think things through down to the last detail – not just 'do' them.
My starting signal for self-employment
In 2019, on a freezing cold winter day, I was sitting with my husband Jan on the banks of the Spree River. We had bought a currywurst and sat by the water, philosophizing about business ideas and future plans. As so often before, I talked about how much I wanted to create something of my own. - far removed from the decisions and strategies of others. My husband Jan, as pragmatic as he is, then said: "Well then, let's go! Just do it. You build an online shop, register a business, order the jewelry, and simply try it out. It can't be that difficult, can it?" Spoiler alert: It was incredibly difficult.
Jewelry is my tool for expressing my creativity and love for detail. It makes me happy to create something for others that is not only beautiful but also carries personal meaning.
For me, jewelry is more than just an accessory – it is an expression of my passion and a way to share the beauty of life.
On the road to "quick" success?
But no sooner said than done: I registered a side business for myself and bought sparkling jewelry for €1,000 from a dealer. Yes. Until late at night after my full-time job and on weekends, I dedicated a lot of time to building the online shop and social media. We even organized our first photoshoot with my best friends as models. (Thanks again for your support! The pictures are still online).
After several months of hard work, the shop finally went live in March 2020, and BOOM!… almost nothing happened.
I was devastated. I received a few orders from family and friends, but my marketing campaigns weren't working, and after three months I was ready to give it all up.
But I'm not someone who likes to give up. After weeks of agonizing over whether Dear Darling Berlin could ever be successful or whether I could become a good entrepreneur, I decided to give it another chance.
That's how I got to know the jewelry industry better.
And so I took a few steps back and began to revise my concept. I started to... to delve deeper into the jewelry industry and learned about production conditions, raw materials, and the challenges of the industry. I quickly realized that I wanted to build my company responsibly – with respect for people and the environment.
So I went in search of other, smaller and family-run jewelry manufacturers who shared my vision. I have exchanged information with dozens of production companies. I had quality samples made, but my critical eye simply wasn't satisfied. Prices, quantities, quality, communication – something was always off.
By a stroke of luck, I found our first business partner, a married couple from Pforzheim, who, as third-generation owners, offered exactly what I was looking for. We still work with this partner today – and now with three others.
New thoughts, new courage
Dear Darling Berlin subsequently received a complete makeover! Both in terms of content and appearance. A few months later, I was thrilled to finally launch my first mini-collection made from recycled materials, consisting of 6 classic necklaces and 5 matching bracelets. And finally, things started to gain momentum. - My new concept was a resounding success, and I was delighted with every single order (even to this day!).
Starting a business is like a rollercoaster ride. There are highs and lows. In recent years, I've experienced both. I've been featured in renowned magazines such as... VOGUE, Cosmopolitan or InStyle featured , was allowed to be part of Fashion Week and was invited by Peek & Cloppenburg to pop-up events in their high-gloss stores.
I have already achieved a lot, but also made many mistakes along the way Tears have been shed and lessons learned the hard way – for example, investing in a new collection that ultimately didn't perform as well as hoped. From valuable merchandise simply lost by DHL to countless all-nighters writing newsletters, Instagram posts, and product descriptions. Even today, I often get frustrated that other brands with bigger budgets seem to be leaving me in the dust – despite the immense passion, time, and personal money I pour into my business.
Today I know that there is no such thing as "quick success". Success is perseverance, hard work, enjoyment of what you do, and a little bit of luck.
...and now with a baby!
But in the end, I am still one thing: infinitely grateful. For each individual order, Every positive review and the fact that I get to live my dream of self-employment every day.
But my journey continues and has become even more exciting since June 2023 - because I became a mother for the first time this year And now I'm trying to juggle my new life as a mom and entrepreneur (not so easy!). I would be delighted if you would join me on my journey and become part of my story.
Best regards,
Lisa
