A coffee with Pin People

Hi Janneke & Svenia! We’d love to get to know you! What’s your story?

We both grew up in Brabant, different cities, same grounded mindset. Down-to-earth, open, and genuinely curious about people. We love a good chat with literally anyone and everyone, that curiosity was handed down to us at home.

These days we live in Amsterdam West, just around the corner from each other. Ridiculously cosy, honestly. We see each other from early morning till late at night, yet we’re both fiercely protective of our own solo moments. We go hard together, but we also know exactly when to give each other space and that balance is what makes our collaboration work so well.

Our shared hobby? Walking. “I’ll just walk by.” “I’ll walk over to you to drop something off.” We walk a lot. It’s how we think, talk, unwind and somehow always find each other. 

How did you meet each other? Did you always want to start a business together?

We’ve been working together for over a year at a personal assistant agency, each with our own responsibilities. But from the very first conversation, it clicked. Same wavelength. Same instincts.

We never expected to start a brand together, but the collaboration just worked. Fast. Effortlessly. Our ideas, standards, and values align almost ruthlessly and we felt that from day one. That kind of fit is rare, and it’s become the foundation of Pin People.

We’re driven by the same energy: create, connect, and encourage people to show up exactly as they are. That spirit is the backbone of Pin People.

What sparked the idea for Pin People and creating beautiful brooches? 

To us, a brooch isn’t just an accessory. It’s a quiet statement. A small detail that says a lot without shouting.

Brooches spark conversations. They reveal personality. They create instant connection. We believe in individuality, spontaneity, and meeting people as their true selves. Every Pin People piece carries that energy, subtle, stylish, unapologetically you.

All our brooches are named after the women who inspired us most: our grandmothers: Resi, Mieke, Tiny and Jet. Each design carries a trace of their character, their style, their stories. 

The idea started with Janneke’s grandmother. She’s worn brooches for years but hated how they damaged her clothes. Holes, pulling fabric, constantly choosing where it was “safe” to pin. That frustration stuck. 

Janneke knew there had to be a better way, she’s the creative brain. Sven knows how to refine, structure, and build a brand that actually stands. We bundled those forces and now get to build our dream every single day.

What dreams/goals do you have for the brand? 

What don’t we dream of? We have big visions and we’re not afraid to say them out loud, even though sharing them with the world still feels exciting and slightly terrifying. At the core, our dream is simple: we want women to feel powerful through accessories they can style in their own way.

We truly believe every woman expresses herself differently. Some lean classic and elegant, others bold and playful. With our brooches and later, more accessories you can do so much. Style them your way. Make them yours. 

Do you have a personal favorite brooch? And why that one? 

Every brooch has its moment. Janneke loves Resi for everyday, casual looks, while Jet is her go-to when she wants a real statement. Sven’s favorite is Mieke: bold, edgy, and impossible to ignore. She loves the chain detail and often pins it to pull her blazer together.

So… choosing just one? Impossible. Every piece shines with a different outfit. 

What does a typical day look like for you? 

A typical Sven-and-Jann day starts early with a run. After that, we get ready, boil some eggs, and tackle the first emails of the day.

Then it’s off to an inspiring co-work space, Amsterdam or abroad. We thrive in environments with energy, people to bump into, and room to build. We both still work part-time, so no day ever looks the same.

Usually, we sync up briefly in the afternoon to check progress on Pin People. After catching up over an oat cappuccino, we each do our own work. We wrap the day with a walk home together, talking it all through.

Sometimes there’s yoga. Sometimes not. Most nights, around 9.00 PM, we finish things up from home.

We’re still figuring out balance. Some days we completely lose ourselves in the work. Other days there’s space for creativity, reflection, and real sparring moments together. It’s a work in progress and that’s okay.

What’s one thing nobody would expect about you?

We both recharge by being alone. Truly alone.

We’re social, we love being “on,” but our real energy comes from solo time, not even together (yes, really). Those moments are what allow us to go all in the rest of the week and build this brand with full force.

And as always, our favorite question: how do you take your coffee?

Oat milk cappuccino. Always.

It’s a ritual. Laptops closed, catching up, grounding ourselves in the moment, and taking stock of what’s happening. Small pause. Big value.