Hi Baukjen, it’s so lovely to meet you. Talk us through…
What would a day in the life of Baukjen look like?
No two days are ever the same, which is something I really love. My mornings usually start early with a cup of tea and reading the news. From there it’s ideally some time on the peloton bike or a visit to the gym. I don’t love exercise so won’t pretend this happens a lot. From there, my work day starts and it’s a mix of meetings across the business, from working on the collection with our team, editing images from a shoot, styling our looks, working on our latest catalogue, to strategy sessions – there is always a lot going on. Generally I’m involved in 3 to 4 seasons at any one point. I’m very hands-on with both the creative and commercial sides of Baukjen, so my days naturally move between the two. Being hands-on doesn’t mean I am telling everyone what to do all the time. Quite the opposite, I listen lots and nearly always agree with my team members. Throughout it all, I try to stay connected to why we do what we do, creating clothes that help women feel confident, comfortable and at ease in their everyday lives.
Who or what inspires you?
Women inspire me endlessly, especially those balancing so many different roles and doing their best. I see that every day within our community. I’m also inspired by people watching, interiors, architecture, art and travel. Hearing how women wear, style and truly live in our pieces is a constant source of inspiration for me.
What advice would you give to other female entrepreneurs?
Trust yourself and your instincts, even when things feel uncertain. Don’t be afraid to ask for help and always stay true to your values. There will be challenges along the way, but they’re where the learning happens. Be kind to yourself and remember that progress doesn’t have to be perfect.
What is the key to your success in three words?
Purpose, perseverance, integrity.
I’m a huge fan of Baukjen and am never not amazed at the longevity of your products. I still have pieces from you from before my son was born. It’s clear that quality is important to your brand. Do you believe in quality over quantity?
Absolutely, always. We design with longevity in mind, both in terms of quality and timeless style. Fashion should be loved, worn and lived in for years, not just for a season. For us, investing in better materials, thoughtful design and responsible production really matters. Knowing that women still wear and love pieces from years ago means everything to us.
From the current collection, do you have a favourite item?
That’s always such a difficult question. I’m particularly drawn to denim plus blazer looks at the moment! An easy uniform that I find comfy with a touch of cool.
How proud are you to be a Certified B Corporation?
Becoming a B Corp was a huge milestone for us and reflects our commitment to doing business responsibly, for both people and the planet. But it’s not just about getting the B Corp status, it’s about doing better everyday. At least trying to.
Hopes, dreams and aspirations for the future
My hope is that Baukjen continues to grow in a meaningful way, deepening our positive impact and inspiring change within the fashion industry. Most of all, I want us to keep supporting women to feel their best every day, while proving that style, sustainability and success can truly go hand in hand.