Better together- 15 years of Doing Goods & Wonderwal Studios

For their 15-year anniversary, we sat down with them and asked them the hows, the whats, and the whys of entrepreneurship as a couple. We talked about humble beginnings, the dreams, the ‘throw-hands-in-the-air-and-walk-away-from-it-all’ moments. But above all, about being better together and always letting the heart lead.

And… if you haven’t met them, let me tell you: they are yin and yang. They crackle and pop and are the proverbial peas in a pod.

Describe each other in three words as business partners and as life partners.

Aanyoung about Jan: Adventurous, Chaotic, Fun

Jan about Aanyoung: Driven, Creative, Caring

Can you take us back to the very beginning of Doing Goods & Wonderwall Studios?

Aanyoung: “OMG, that really feels like a lifetime ago. Jan used to work in finance in London, and I worked as a kidswear designer at Scotch & Soda in Amsterdam. And to be really honest, we just started. I mean, I could tell you that we started Doing Goods with a carefully thought-through plan, but we really didn’t. We started Doing Goods during our many travels in Asia. We both have a big love for treasure hunting and adventure. I still see us on a scooter scouring through alleyways and backstreets, and stumbling upon small stores. Meeting the local merchants and craftsmen was a big part of the fun for us.”

Jan: “So in 2010, I took the first leap, I left my banker job in London, filled a few containers with unique finds from Indonesia and Doing Goods was born. We had no idea how to sell it yet, where to store the goods, nor how the retail business really worked. I have always been optimistic, perhaps opportunistic haha, so within the first year I also started a second brand called Wonderwall Studios; During one of the trips for Doing Goods I was amazed by all this beautifull discarded woods. So when I met a great team of woodworkers on Java, I started working with them on building a collection of premium wallpanels made from reclaimed wood. Wonderwall Studios was born.”

Aanyoung: “During that time, I was still working in fashion, so I helped out wherever I could during evenings and weekends. We did a lot of arts & crafts markets, but time was scarce. Honestly, there was little time left for Doing Goods during the first years, because Wonderwall Studios took off really quickly, tradeshows in Milan, Paris, and New York, selling our wall panels all over the world into beautiful hotels, homes, and commercial spaces.

In 2013, I also decided to quit my job to revive Doing Goods. Where we focused on buying unique pieces and treasures in the beginning, we now decided to use all that inspiration as a foundation for our own designed collections.

We found the perfect family in India to help us create our products, all handmade with so much patience and love. Incredible.”

So how are you organized now?

Jan: “Well, a lot has changed over the years. For one, we have built an amazing team of almost 35 people in the Netherlands. We are now spread over a few locations. For Doing Goods, we have our creative and sales office in Amsterdam. For Wonderwall Studios, we have showrooms in Hilversum and Zaandam. Back office and operations for both brands are located in Venray, in the south of the Netherlands. We run our own warehousing there too.”

How would you describe the experience of building a business with your partner? I mean, do you embrace the blur?

Both: “It’s not easy, that’s one thing for sure, haha.”

Aanyoung: “There’s this quote I always remember and find so applicable to us: “There is no such thing as work-life balance. Everything worth fighting for unbalances your life.” — Alain de Botton

The thing is, you always trigger each other’s work mode. Jan wakes up every morning with a new idea. He literally opens his eyes and can be like, ‘Hey honey, what do you think about this and this?’ or, ‘Honey, I was thinking…’

So we are definitely not always balanced, no. And that’s okay! Because we do something we believe in. It’s about going the extra mile when needed, not just when you feel like it.”

Jan: “Yes, I embrace this 100%. I wouldn’t want it any other way. Working together, building a successful business and team from nothing, your work becomes your life. The fact that you can share your passion and your work with your partner, and build this important part of your life together, is so good.”

In 2021, you had twins a boy and a girl. How has family life changed you?

Aanyoung: “It changed everything! I love being their mom.

You see, I don’t mind working late nights and weekends, but now that we have a family, time is more valuable. So, I have to love what I do and who I work with, because we spend so many hours doing it. This means I always check in with myself: Should I really be the one to do this, or should I call in help from the team?

I used to work six days a week, morning till night, but now I go to the office Monday to Wednesday only. We chose an office in Amsterdam very close to our home, it didn’t come cheap haha, but this way I can always have a relaxed breakfast with the kids in the morning, and when I leave the office, I’m home five minutes later.
And of course, I often open my laptop when the kids are asleep, but I don’t have to do this every night anymore, which feels like a lot of freedom.”

Jan: “It has changed me for sure. The twins are 4 years old now, and watching them grow up is so rewarding and fun. It also makes you realise the responsibility you have as a parent for their well-being and upbringing.
It slows you down a bit which is good. You want to spend time with them and find the right balance in life.”

Have you ever seriously considered quitting and what pulled you back in?

Aanyoung: I have, but he doesn’t right?
Jan: No, never.

Aanyoung: “About a year after our twins were born, I wasn’t doing too well, which can be expected as a new mother. The road to having the babies was long and impactful.
I was tired, overwhelmed, and I knew I wasn’t performing well for my team and I was stressed out at home too. It was a period when you felt like you’d never worked so hard in your entire life, but your output was lower than ever. When I look back now, I realise I should never have given myself such a hard time.

Anyway, I still remember that moment we were in Italy on our first holiday with the kids, and I was crying and saying: “I’m done. I can’t do it anymore or I need help.” It was then and there we decided we needed a general manager someone to help us run the business. And I immediately realised: I already have this person in our team, I just need to ask her. Thank God she said yes!

And I like to see it as me taking a step to the side rather than taking a step back. It was one of the best choices we ever made.

Since then, I feel so much better. Things are flowing, and Doing Goods is actually doing better than ever. I have time again to focus on what I do best and to do what I love working with India, designing the collection, and making new plans. Because I love to plan haha.”

Jan: “I really never considered quitting. Sure, you make bad decisions, and there are rough times, but I never looked back or thought I should have done it differently.
For me, this life this entrepreneurial adventure has given me so much. It’s taught me about people and life. I absolutely love it. The chaos, the creativity, the dynamics. The energy, the people, and all it demands from you.”

Aanyoung: “Haha, we are so completely different. I always look back, reflect, and analyse what could’ve been done better.”

How has your definition of success changed over the past 15 years?

Aanyoung: “Well, since we have our little twins, the definition of true success to me is very clear. I read this somewhere and found it so true: “True success is to be excited to go to work and to be excited to go home.” We’ve managed to create this kind of life together, and I’m super proud of that.”

Jan: “The definition of success for me hasn’t really changed over the past 15 years.
To be happy with life and yourself, to be able to contribute, and to celebrate both big and small moments that’s what it is to me.”

How important is community to you how does your brand bring people together?

Jan: “I’ve always felt grateful to be able to contribute to the people we work with, whether it’s our team, our suppliers, or clients. I love the adventure, not knowing what tomorrow will bring, or who I’ll meet.”

Aanyoung: “Home sweet home” applies not only to the products we make but also to our team.
We try to create a way of working where we enjoy being together and feel a sense of shared mission. I mean, we eat lunch together at a long table daily like a family.”

Looking back over the last 15 years, what are you most proud of?

Aanyoung: “These brands were never just about things, or products, they’re about people. The team. The suppliers. The customers. I know the best moments we have had, and the ones still to come, are with the people we meet along the way.
So yes, what started as our biggest adventure has now become our home sweet home.”

Jan: “That we stayed true to ourselves, stayed down to earth, always with respect for all the people we meet. To have built such a great team and been given the opportunity to mean something to them.”

What dreams or goals do you still have for the next 5 years?

Jan: “To enjoy life together with our kids and stay happy with our work.”

Aanyoung: “In the beginning years, you start out doing everything. You design collections while doing the sales, schedule parcel shipments, and send out invoices, all of that while trying to figure out what the best next steps are for your brand, and so on.

Now we are in a different phase; the business is growing surely and steadily. It’s absolutely crazy at times, but because we have such a good team, we have the possibility to spend lots of family time together, which I love.
So my goal is to maintain this for the coming years, and to keep working on new passion projects that bring me so much energy. A lot is on the drawing table, so stay tuned.”