Article: Celebrating the bold with Femke Nooijen
Celebrating the bold with Femke Nooijen
In our series 'Celebrating the bold with…' we spotlight women who inspire us with their courage — in the way they live, make choices , and forge their own path.
This time
: Femke Nooijen, founder of FEMMS , a label for handmade bags. She started her brand from a deep sense of: “this is what I am meant to do” — and has since built a label that revolves around craftsmanship, authenticity, and passion.Read more about her personal journey in this blog post. From daring to start, to staying true to yourself, and why success sometimes comes in small steps.
What does "being bold" mean to you personally?
For me, being bold means daring to choose what you truly want, even when it feels daring or uncertain. Daring to step outside your comfort zone, taking risks, and not letting fear or doubt hold you back. In whatever form that may take.
When do you feel most powerful?
I feel most powerful when I've achieved a goal I've consciously worked towards. Every month, I set realistic goals for myself, big or small, and I do everything I can to achieve them.
How do you stay true to yourself in a world full of expectations?
I'm clear about what's important to me, and that helps me make conscious choices that truly suit me. When I notice things getting harder, I schedule a day for myself to reflect, unwind, and let go of work for a while.
There's a lot of courage in just starting. What did your very first step look like?
Strangely enough, it doesn't feel like I ever actually took that "very first" step. What I'm doing now comes from my heart and happened almost naturally. It didn't feel like a huge leap, but something natural, like there was no other option. Of course, there were tense moments and doubts, but I think that's all part of it. I still experience those tense moments regularly.
What challenges did you face as a startup – and how did you overcome them?
The biggest challenge for me is reaching the right target audience and communicating my story clearly. I believe in my brand 100%, but how do you ensure that truly comes across? I also struggle almost daily with finding a good work-life balance. Because I love my work so much, it often doesn't feel like work, which keeps me busy almost every day. On the one hand, that's a good sign, but on the other, I know that time for friends and family is important.
What's the bag you're most proud of so far—and
why? It's the Indy bag. I find the design very striking and unique; it really has its own character. I'm also still in love with the leathers and the combination with the pink stitching. It gives the bag a feminine look, but with an extra touch that makes it unique.
How long does it take to make a bag?
That depends entirely on the model. Bags from my regular collection take about three hours to make. Because I've made them many times, I know exactly which steps to take and can work efficiently. For custom orders, the process starts with designing and coordinating with the client. This always takes much more time, especially if the model is more complex or has unique details.
What's FEMMS' next bold step? And where do you hope to grow?
A next step would be a collaboration with another slow fashion brand that shares my belief in craftsmanship, character, and conscious choices. I find it inspiring to create something unique with like-minded makers that unites our vision.
I also dream of a physical space, a studio or concept store, where people can not only buy bags but also see how they're made. A place where creativity and connection converge, and the FEMMS story becomes tangible.
Who's a woman you admire for her courage—and why?
It might be cliché, but I admire every woman who dares to follow her heart in her own way and isn't afraid to make mistakes. If I had to name someone, it's Yeliz Cicek. I recently read her book, and she's the perfect example of someone who, despite a lack of support, chose her own path. Her courage and perseverance are a huge inspiration to me.
What advice would you give to women who dream of more but are unsure?
Dare to take that leap when you truly feel this is what you want. Doubts are part of life, but don't let other people's opinions hold you back. You know your own dreams and strengths best. Trust that, follow your heart, and don't be afraid to make mistakes; that's precisely how you grow. Sometimes, having the courage to begin is the greatest success. My motto is always: I'd rather regret things I've tried than things I've never tried.
What does success mean to you – and how do you celebrate when it happens?
For me, success means continuing to pursue my dreams and enjoying them. Yet, I sometimes find it difficult to truly reflect on my successes, because I'm naturally very critical and not easily satisfied. Luckily, my friends help me remember this sometimes.
Sometimes being bold is all about the little things. What's a small but courageous decision you've made recently?
It might sound strange, but I'm proud that I recently went out again after a long time. I was so focused on FEMMS that I thought I couldn't combine it. But of course, I know that's not true; it's all about balance.
Finally: What's your favorite piece of Eline Rosina jewelry?
I'm a huge fan of all the Gia hoops. They're simple, yet their unique shape makes them just that little bit different. I also really like the Single Drop Hoop Charm, because it can instantly transform a simple earring into something truly elegant.
