The Story Behind Hot Stuff Jewellery

Ninke Nieuwenhuis is the inspiring force behind Hot Stuff Jewellery. As a fervent supporter of women's rights and sexual health, she derives immense satisfaction from the artistry involved in crafting jewellery. Leveraging her husband's laser cutting business, she ingeniously repurposes waste acrylic into stunning pieces, infusing her brand with an eco-conscious ethos.

 

Can you start by telling us how you started your jewellery brand?

My husband owns a laser cutting company and I saw there was a lot of (recycled) acrylic waste derived from the everyday activity. I decided to use that acrylic waste to create some earrings for myself. So actually, my earrings are made of repurposed recycled acrylic - double recycling! When I started wearing my pieces, some people asked me to make jewels for them and that is how it started.

I am a biochemist by training but I enjoy the creativity of making jewels more than spending time in the lab. As an advocate and volunteer for several women's rights and sexual health initiatives, I originally started with sexual designs as a way of raising my voice for women rights and sexual health. Now I have also diversified to other designs.

What inspired you to venture into the world of jewellery design in one sentence?

The need to unleash my creative side, to let it loose.

Could you share a bit about the journey and challenges you've faced as a small business owner?

My journey began in January of last year, a bold move that involved leaving my job to focus on my passions (jewellery making and writing) full-time. Balancing jewellery design, writing, and working at my husband's laser company, I find a lot of satisfaction in letting my creativity unleash. However, the road has not been without its challenges. The struggle to gain visibility and acceptance in the market is real, with countless rejections. Yet, the freedom to design and work on my own terms outweighs the setbacks, making every moment worth it.

Can you tell us about a memorable moment or achievement in your journey?

A defining moment came when I secured my first re-seller. I used to pass by a store I truly admired wondering if they would be interested in my earrings. After a couple of weeks I got the courage to talk to the owner, and it came as a great surprise when I discovered that the owner told me that she had already reached out to me via Instagram to inquire about selling my earrings. I was truly excited. That moment really confirmed to me that I had taken the right decision and that I am on the right path.

Why did you decide to join Closet, and what do you hope to achieve by being part of it?

I decided to join because I think it is a great initiative that I would like to be part of. Joining Closet felt like a natural step, as I deeply resonate with its mission of connecting communities and reducing carbon footprints. Through this platform, I hope to reach more people who will appreciate my earrings and find joy in wearing them.

What are your goals for your brand in the next few years?

Looking ahead, I would truly like to expand my reach by partnering with at least two more resellers; which I hope will allow me to connect with a broader audience.

Are there any exciting projects or new collections you're working on that you can share with us?

Yes, I am currently developing a new abstract collection. I recognise that some customers may be hesitant about some of my explicit designs. Therefore, I decided to create more subtle pieces so more people feel comfortable wearing them. 

What's one piece of advice you'd give to someone looking to start their own small business?

Embarking on a small business journey is a long and winding road. I would advise aspiring entrepreneurs to document their achievements and take pride in their efforts, even when faced with rejection.

You are going to get a lot of rejections, maybe you did not hear back from the reseller, maybe you did not sell as much as you wanted in the market,… but you went to a market, you contacted the reseller! Just the fact that you took those steps is something you should feel proud of, as they show that you are taking action and moving into the direction you want.

Any other comments you would like to add?

Yes. I hope my earrings let people express themselves and feel happy.