It has long been clear that Brussels is brimming with creativity. The international vibe that hangs in the air resonates today more than ever across the country’s borders, thanks to the likes of Stromae and Angèle. Against this creative backdrop, today we bring you the story of Brussels creative duo Nina Bodenhorst and Jonathan Wieme, or Niyona for short. They invent and manufacture in-house leather goods that are sought after by, among others, the top Belgian gastronomy.
We are writing 2010.
Tailored to the customer, not to the market
And suddenly they were on the fashion weeks of this world. With all the pros and cons. Anyone who wants to make it in the luxury leather goods sector as a ‘Brand’ needs deep pockets, it seems. But above all, the fact that you participate in a ‘system’ was something the young creative duo did not like at all. In their minds, they wanted to make projects tailored to the customer, not to the market. The realisation didn’t come instantaneously but after two years it was clear that they wanted to go in a different direction.
A new wind
Enter Jonathan, who realises that they can only grow their baby if he too can dedicate 100% of his time to the cause. At the same time, requests started coming in to make leather goods for other brands. Fortunately, the duo was happy to work for other people, just because they didn’t necessarily want to develop their own brand. Business was booming and they both felt the time was right to grow their business in a new environment. The removal vans pulled up in front of the new premises in the centre of Brussels where they have taken up residence to this day. The new premises immediately attracted the attention of a number of people and companies from different sectors such as architects. It opens up perspectives for approaching sectors not previously visited.
Picture: Geert De Taeye
The joy for good taste. On to the stars.
Nina and Jonathan, two foodies by heart, figure out during their various visits to their beloved eateries, that themarket of gastronomy might be an interesting one. It is a market that appeals to them greatly because the creativity of the chefs and the passion they have can also be found within themselves.
With a box full of good ideas under their arms, they approach the first restorers. The business starts to roll and unexpected phone calls come in. Their first assignment was to develop a knife roll for the chef Jeremy Girvan (GJ Cook). After that, it never stopped…
Chef Jeremy Girvan of GJ Cook with his “Knife Roll”
Hendrik Dierendonck, one of Belgium’s most famous butchers, calls them with a ‘killer-mission’: within two weeks he would open his new shop (Carcasse, St-Idesbald, n.v.d.). Would the two of them like to provide his staff with aprons…and maybe even the menus? The couple realised that this was a golden opportunity, pulled out all the stops and succeeded with flying colours. Not much later, they were sitting at the table with the absolute top in Belgian gastronomy, Christophe Hardiquest of the Brussels top restaurant Bon-Bon (19.5/20). After these two references, the duo never stopped working in the culinary sector. Today, they generate 50% of the turnover in this sector.
The art of continuous learning
Both Nina and Jonathan were and still are enormously eager to learn. In addition to the various courses they have received, they are also eager to work with masters in their field. Both of them ended up in different continents and locations such as Paris and Japan to learn the trade. It is thanks to these trainings and encounters that they sharpen their skills but also come up with new business ideas.
Picture: Geert De Taeye
After a trip to Paris to visit an exhibition of the iconic Louis Vuitton brand, Jonathan’s eyes are opened. All the pieces of the puzzle suddenly fall into place: He was going to start making (travel) suitcases in the business. He had started in the business making aprons, something he still enjoys doing today. But with the story of the (travel) suitcase, he could express his passion for travelling. The duo thus reunites in the perfect yin and yang with Nina taking care of the ‘supple leather goods’ and Jonathan the ‘rigid leather goods’.
One of Jonathan’s suitcases
Proud of great achievements
With a twinkle in his eye, Jonathan tells us that he is appropriately proud that they are allowed to sell their suitcases all over the world. The fact that they have both been recognised as Master Artisan by Homo Faber, say the Champions League of craftsmanship, also does them credit. In any case, it is a nice external recognition of a path that was sometimes bumpy, as every entrepreneur experiences.
The good feeling of passing on know-how
Although the couple mainly works for other companies, they do like to keep in touch with consumers. For a while, for example, the couple ran the shop where they offered products to consumers. After two years, however, the couple realised that this side of the business did not necessarily bring them extra business. The team was and remains small and the attention had to be divided between business customers and consumers. It made them decide to cut back on the latter and, in hindsight, that turned out to be the right decision.
But as they wind down the consumer business, they get requests from their clients to come and do workshops with them. For the duo, this turns out to be the ideal way to stay in touch with consumers. Everyone who has a passion for leather goods, starter or not, can come to them for a fun workshop. It gives them instant feedback but at the same time they like to share their knowledge with other people. It gives them great satisfaction to share their skills with people. They have no fear of competition from their disciples.
Nearby sourcing: a craftsman never over-consumes.
Today, no one can get around sustainable sourcing. The couple pays a lot of attention to the story of their producers. For example, they work with Belgian tanners alongside a few other quality tanners from other surrounding countries. Jonathan: “a craftsman today is at the pinnacle of the pyramid of sustainability. Simply because a craftsman delivers a tailor-made product. And therefore does not over-consume. To me, that is what we stand for as well.
Picture: Geert De Taeye
Bollywood in Brussels
The duo also has no lack of ambition. Standing still is always going backwards. They dream of expanding their team, not necessarily to become bigger, but to allow people to develop.
In addition, they are also thinking about perhaps giving up their physical location, as the shop space has almost no function today. In his mind, Jonathan might see himself as a ‘creative nomad’. After all, you can also create on a sunny island.
Talking of sunny environments, Jonathan likes to share with us his two top experiences. He had coffee with an unnamed film producer in Beverly Hills and was allowed to make his private cases. At least as ‘dreamy’ as the setting was the moment that Jonathan found himself with his suitcases on a rooftop terrace surrounded by a princess family from the Middle East. The little Brussels gal and his power madam had clearly rubbed the light bulb hard enough for the spirit to make their dreams come true!
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