Refined bohemia

Jessica Schäfer is the founder of the start-up Refined Bohemia. Refined Bohemia is the contact for boho bridal jewellery in the Siegerland region and beyond.

The 28-year-old jewellery designer comes from Netphen Dreis-Tiefenbach, from where it was not far to Siegen University. There she first studied the Bachelor's degree programme in Literature Culture Media (LKM) with a supplementary subject in Art History. This was followed by a Master's degree in Literary Studies, which she has almost completed, were it not for her Master's thesis. However, Refined Bohemia, the start-up she founded at the beginning of the Master's programme in 2016, developed very rapidly.

Various mainstays keep the founder on her toes. For example, she makes her own jewellery and sells the pieces she makes herself in her showroom and online shop. She posts photos and videos on social media to give customers an insight into her day-to-day work. The jewellery is also sold in 8 bridal fashion shops across Germany and in a boutique in Austria. She is also represented at trade fairs with her unique pieces. She travels to her out-of-home appointments, such as workshops, in her nostalgic box duck called ‘Henri’. She offers these workshops for bachelor parties, baby showers and birthdays, among others. At these events, participants can create their own pieces of jewellery. She often creates individual pieces of jewellery for brides. She has moved her start-up to the site of a former nursery in Siegen-Langenholdinghausen, where her friend is also based with her company ‘Kira Stein Fotografie’. Photography and jewellery complement each other well, says Jessica. The spacious premises of the shared studio ‘The Framehouse’ can be booked for events. The premises are available for private celebrations, such as free weddings and birthday parties or productions for business clients. A very versatile everyday life.

And how does Jessica know all this? Learning by doing, she says. She has always had an affinity for creative work and has acquired the rest of the know-how herself in the course of her self-employment. For example, her creative work currently consists of designing a crown with a family name incorporated for a wedding. Other customers come by with their deceased grandmother's heirloom, for example, which Jessica integrates into a new piece of jewellery for them. Her heart beats for such unusual custom-made pieces, but the creation of everyday jewellery is also part of her daily business.

How did you come up with the idea for Refined Bohemia and the associated idea of boho bridal jewellery/jewellery design?

I've always been creative and think that jewellery makes an outfit complete and jewellery is often very underrated. There are some brides who buy a wedding dress for €3000 and then save on jewellery. I think that the bridal jewellery completes the bridal outfit, so I thought to myself: it must somehow be possible to design bridal jewellery that doesn't make the person poor, but is still of high quality and matches the expensive wedding dress. Jewellery that is individual and reflects today's spirit/trend of freedom and naturalness.

I had other negative experiences when buying bracelets, which were always too big for my narrow wrists. So I sat down in my room and started designing jewellery myself. This creative activity was where my full interest lay. I thought, if it doesn't work out, then at least I have a nice hobby.

What attracted you to setting up your own company?

I know that I wouldn't be in good hands in a traditional company. I'm a lateral thinker and would probably only ever be a pushover in a long-established company. That's why I've always realised that I would probably prefer to work in a young, dynamic agency or something similar. Now it's self-employment and I'm in good hands here. Here I can do exactly what I want to do and pursue my dream. I like having my own tasks and being able to manage them myself, which is a great motivation for me in my own business.

Nevertheless, I am very happy to have the shared studio with Kira. We share joys and sorrows. Especially when it comes to costs, it's much easier with two people. As it is, we have a good set-up.

When did you decide to set up your own company?

The company was officially founded in September 2016, but I would describe the moment when I realised that it really could become my own company as the founding moment. The moment was around a year after the official foundation, when I moved into the start-up office and others started to take me and my work seriously.

What is your company's unique selling point?

Another decisive factor in my decision to found the company was my one-year internship at ‘odernichtoderdoch’ in Münster. My time at this start-up was so incredibly important for me. I was able to see how structures grew out of non-existent structures, where everyone was practically the go-to person for everything. That gave me the courage to set up my own company. As I was particularly active in the areas of video production and online shop, I also got a lot of input for my own company in this respect.

What is/was innovative about your company?

Jewellery can be found everywhere, I know that. But jewellery that fits the Breitkleid one hundred percent and is made here in Germany is something new. The idea of workshops for stag parties is also new. You know the classic hawker's tray that you take to Cologne. But the option of creating jewellery with your girlfriends has never existed before. And of course, each customised piece is unique. The bride can walk down the aisle with homemade jewellery - that's simply something special.

What's more, I don't just sell jewellery, but also boho-style jewellery, which is a big trend in the wedding industry. Without any financial support, the money I earned from my university job alongside my start-up and studies went directly into the company. Refined means that my style/jewellery is still suitable for everyday wear and timeless. The fantasy name therefore also reflects the guiding principle and values of my company (which are very important to me, by the way). Despite all my plans for the future (to establish further structures and grow with permanent employees), I want to retain responsibility, produce regionally and represent my own values.

What was the biggest challenge you faced at Refined Bohemia?

Company founders are often male. In this environment, it was initially very difficult to be your own woman and to be taken seriously. Many people laugh at you as the little girl who makes jewellery. But I am just as much an entrepreneur and boss as everyone else. I had to learn very quickly to grow into the role of an entrepreneur.

Secondly, I've never really been a classic business administration student. That's why I found pricing difficult at first and then had a hard time justifying my prices. I'm more interested in marketing and creativity than in business administration. At this point, it is very important to get reliable outside help.

To what extent did the university's start-up office support you?

Mainly through the space and the exchange with the other founders. Apart from that, of course, I also benefited from the events. It gave you a sense of security and took away some of the fear of founding a company.

What is your advice for young founders?

I would say: just do it. I would be delighted if more women started up, because I always try to speak up for women. You can do it, even if it's more difficult. I would also advise people not to always ‘overthink’ everything. I think it's important to always put your heart and soul into it. In the long term, you need passion for your product. Both the product and the heart should be in the right place.

Would you found a company again?

Even if you end up realising that it didn't work out, you have still learned something. The energy you have spent on your idea is not wasted, but all the experiences and people you have met will also contribute to your personal growth. That's another reason why I would start up again, with all the ups and downs that a start-up entails.

This portrait is based on an interview with Jessica Schäfer in July 2020 and was written by Janice Gust.

 

Click here for the startup's homepage.