Daring to forge your own path, taking risks without a backup plan, and still building multiple successful concepts in Nijmegen – that's bold. That's precisely why, for this edition of Celebrating the Bold with… we spoke with Ananda and Sharon, the entrepreneurs behind Atelier Bar & Hotel and REFORM Nijmegen.
What does “being bold” mean to you personally?
For us, being bold means not shrinking to fit into a mold and not always having to follow the "norm"! It means daring to go for what you want and making your lifestyle your work!
When do you feel most powerful?
When we create something that feels authentic, is well-received, and, of course, runs smoothly! But above all, it's how Nijmegen embraces our concepts: from an effective reformer Pilates class, to a well-catered evening at Atelier with friends, to a wonderful hotel stay with your partner, or the unique speakeasy experience in our cocktail bar. That gives us the strength to continue growing, developing, and also to reflect on what we've built!
You do this together. What makes you a strong team?
We're completely different, but we share the same vision—and that's our superpower! Where one accelerates, the other slows down. And vice versa. We have enormous confidence in each other's abilities and respect each other for who we are. And do we ever clash? Sure, we're human too (and women, hee hee). But that's precisely what we learn from, and that makes us an even stronger duo.
You started Atelier. Did you already think back then: this is going to be bigger? Or did it grow gradually, based on feeling?
To be honest? We both dream big and come from entrepreneurial families, so when we decided to start our own business, we definitely already had plans for the future— like bringing Reformer Pilates to Nijmegen . Did it all take off so quickly? No, we didn't expect it to!
But when we started Atelier, there were no follow-up plans. We wanted to start something perfect in Nijmegen, a place that would fill a gap in the market but, more importantly, make us happy as a target audience . The first year and a half, while wonderful, were a real rollercoaster: blood, sweat, and tears, literally! Looking for the next steps ourselves during that first year wasn't an option, but then opportunities came our way. Well, that really sparked our entrepreneurial and conceptual passions!
Our success so far has been that we didn't seek out next steps ourselves; it simply came our way. Occasionally, we moved things forward, and sometimes we said no or "not yet." When it felt right, we immediately seized the opportunity! That's our strength: being able to sense whether we're fully committed to it.
With four companies to run, how do you juggle everything? What helps you stay focused and true to yourself?
Our team! Our team carries our business, together with us! And then there's our silent force: Quinty Fleuren, our business manager, partner in crime. Without this bold lady, we wouldn't have the freedom we've been able to create in four years.
And what helps us stay focused? We have our own outlets and ways to do that. But honestly? It's still a daily struggle. You're so caught up in the day. You think you've got it all figured out, and then something happens that turns everything upside down! Yes, that's entrepreneurship!
But the biggest lesson of the past few years is letting go and having a sense of humor: not everything has to be perfect; you're only human: one week you can give more, the next less. That's part of it! We also check in with each other often —business-wise, but especially personal-wise —communication is key!
Were there times when it became too much or too fast? How did you handle that?
Definitely, and it still feels overwhelming or uncertain at times! Especially with every renovation (four of them now), we always hit a mental and physical breaking point. Then finding the new normal again, with another business on the side, always takes a lot of energy. Redistributing tasks, reorganizing your priorities, and reorganizing your time.
How did we handle this? Honestly? Not always well or healthy! In those moments, it's just a matter of persevering, and the rest will come later! We've learned a lot from this, and we still have a lot to learn. But when setbacks arise, we try not to stress and look for the right solution without losing sleep over it. We're not heart surgeons; everything can wait until tomorrow , and everything will always be fine!
What's the biggest risk you took to get here?
Putting everything into Atelier four years ago during the last coronavirus lockdown was the biggest risk. People thought we were crazy!
Jumping in wholeheartedly and not half-heartedly! Both had secure, good corporate jobs after their master's degrees. Giving them up, student debt still at the max, no safe options, and especially no backup plan! We had sleepless nights then, but now we can laugh about it, and it all worked out well.
What's a (successful) moment you're most proud of? Or a moment that meant a lot to you?
Oh, great! What are we most proud of right now? I think it's the lifestyle we've created for ourselves. We're so grateful for that! Four years ago, we worked 14+ hours a day, six days in a row. But those days are definitely over, and that's what we're truly proud of! We're living our dream life right now, and that's what we do it for! And putting out fires or moments of stress? Those are always part of it: that's entrepreneurship too!
We're also incredibly proud of the community we've created with REFORM! It's so wonderful to be part of so many wonderful women who embrace Reformer Pilates! Reform has also brought us tremendous peace of mind in our routines and personal goals.
Last but not least, our regular guests at Atelier. Guests come and go, but Atelier still has a large group of guests who love coming back after four years! Yes, that's fantastic, and we're incredibly grateful for that! Thanks, Nimma!
Who is a woman you admire for her courage – and why?
Yeah, that's a tough one; neither of us are really into role models. But I think it's just all the entrepreneurial women around us. As a woman, you have so many roles to play, and combining that with being an entrepreneur is quite impressive! It just needs to be said. And then: entrepreneurial women who are also moms, who invest in their lives at home, who are good friends to others: that shit isn't always easy! So we definitely respect that!
What advice would you give to women who dream of more, but are unsure?
Doubt is part of it, but don't wait until you're "ready"—you're never ready. Just start, and you'll grow along the way! But above all, draw your motivation from intrinsic motivation: you have to be 1000% convinced, you have to be willing to work really hard, and then it will all work out! It will never be what you expected, so don't try to plan it out in advance. And our tip: find someone who complements you well, with the same vision: we certainly couldn't do it without each other, or wouldn't want to ! Besides, it's so much more fun to do things together.
Sometimes being bold is all about the little things. What's a small but courageous choice you've made recently?
To create space for ourselves as women, friends, daughters, mothers, etc. Giving ourselves permission to soften, that also makes us Bold! A good example: we'd love to expand REFORM; the market and opportunities are there, but it's not necessary (yet) . And that's just as much a conscious choice as doing it. Our entrepreneurial egos find this incredibly challenging, but our personal lives need it for now.
This doesn't mean we're not present in our businesses every day: checking in, doing the dishes if someone is absent, teaching at Reformed Church when needed, or supporting housekeeping on busy check-in days. But it does mean taking the time to embrace the "nothing is required, but it's allowed" mentality and creating space in our days. This too takes some getting used to, going from always being on to easing the load. But we're convinced it's necessary and actually ensures efficiency!
Is it now time to enjoy everything you've accomplished – or are you already busy with the next steps?
Yes! Absolutely! We enjoy the lifestyle we have now every day. We're also learning more and more to pause and invest in what we have now. There's so much more to be gained from that! Besides, being strong is great and necessary, but softening, taking a breath, focusing on our personal lives: that's just as important! But let's be honest: the itch is always there, and when something comes our way that feels 1000% right, we simply dive right back in!
Finally: What's your favorite piece of Eline Rosina jewelry? (And why?)
The Bold Hoops. Timeless, bold, and they give every outfit the right edge. And of course, the Single Ear Cuff! Subtle but definitely present – just like us!
