X-Pat Files - Amanda Zuydervelt

Amanda Zuydervelt

The Dotcom Style Entrepreneur

Born in Amsterdam, raised in Portugal and educated in the UK, Amanda Zuydervelt lives in Switzerland. She is the founder of Stylebible.com and Omneque, a marketplace for vintage and antique jewellery.

Where are you based? What took you there?

I’m based in Switzerland. After my parents died, there were a lot of legal bills and complications and I needed to find a fair chunk of cash to make sure I could keep my mum’s house, so I googled where I could earn the most money and pay the least tax. The choices were the Cayman Islands, (too far), Dubai (not for me) or Switzerland. Next, I googled jobs in Switzerland; I applied to Nestle Tuesday, interviewed Thursday and moved on Sunday.

How was starting this business for you? Any advice?

I started stylebible.com in 2005. I was invited to take part in THE Dragon’s Den, which I did – regretfully, as it wasn’t the experience I was expecting, but the press loved it. It was a little before it’s time and I was just that little bit too early.

I also have a real love of dogs and decided to start a dog brand called Dudley & Co in 2019, named after my Vizsla. It is a British brand that makes high quality clothes and accessories for dogs and for the owners that love them. I started Dudley & Co as a side hustle to start with, while I was still in full time employment but when the opportunity for Omnēque came along I knew it was time to go all in and really make a go of it.

Omnēque was a much bigger venture and was the first business I started on this scale. It’s been a rollercoaster journey that I’ve loved. I’ve worked with the best in class within the jewellery industry.

All three businesses taught me so much. Stylebible opened so many doors to me but it was hard to scale as I’d launched in June 2005 and by February 2006 my world turned

upside down. Suddenly my focus shifted, but luckily I had a great team and the business survived.

For me, the hardest thing is being too trusting. Contracts need to be in place to ensure you are protected. I’ve had my fingers burnt a couple of times, but with each experience you learn. It’s all part of the journey. My advice is to get paperwork signed, don’t work on trust! And, whatever funds you think you need, double it – if you can – because it’s always more expensive than you think it is.

You also really have to look after the people that work for you; the products only take you so far, then it’s all about the people. I learnt that from my mum who always had a very loyal staff at her restaurants. The team makes all the difference.

“I’ve always bought less but better! I’d rather buy one item of quality over quantity.”

As a founder, it’s stressful so you really have to make sure you find ways to strike a balance, make time for yourself, whether that’s running, going to the gym, walking the dog – time out is important.

Was it a childhood dream to work with gems?

I have always had a love of jewellery. When my mum left my dad, I came home from boarding school and she had this fabulous new ring. I asked who the ‘new boyfriend’ was and she told me she’d remodelled the engagement ring and wedding ring into one ring: “Darling, I’m not letting good diamonds go to waste”. I worked with luxury brands for two decades in tech and I saw that Watchfinder got sold – there was nothing like it for jewellery – the idea was born.

“I’m not religious but when I’m asked for my religion, kindness is always the answer.”

Life mottos?

I’ve always ‘paid it forwards’. I loved the film of the same name and the concept behind it where a young boy attempts to make the world a better place. Being kind to others is super important to me.

Are you passionate about all things vintage?

Why would anyone buy gold-plated jewellery when it’s going to end up in landfill because it’s tarnished? You can buy beautiful, unsigned gold for comparable prices that will last a lifetime, I’ve always bought less but better! I’d rather buy one item of quality over quantity.

In today’s world what we buy and how we buy it says a lot about us. We need to think about our resources and we already have so many gems that vintage makes perfect sense. Not only that but the craftsmanship of vintage is so much better than that of repro.

Any key turning points in your life?

My parents dying in 2006 was a huge turning point, I’m an only child so life felt very upside down for a while. I found myself facing a lot of debt that wasn’t mine. It took a lot of hard work to turn things around at a time I really had to dig deep for motivation. It was a miracle I didn’t go bust but it taught me resilience and it made me stronger. I came through the other side smiling – I’m very proud of that.

How do you define style? What is your style?

I am lucky that I’ve got to work with a lot of stylists who find me some great stuff but I also try and stay away from the high street. I get to travel fairly frequently and I love finding independent boutiques with quirky dresses.

How is life in your expat home?

It’s not quite London, I miss it terribly as so many of my friends are there. Switzerland is clean and beautiful but I struggle with the rules. I also find the Swiss somewhat cold.

I live here with my dog Dudley. I love the hikes we do together, he’s rather sporty and comes paddle boarding on the lake with me in summer and he comes up to Verbier skiing with me in the winter. He’s got super cute boots to protect his paws from the snow, his Dudley and Co jacket and he runs alongside me when I ski. That’s definitely my happy place!

Expat or a local?

In Switzerland an expat, anywhere else a local.

Follow Amanda

@OmnequeOfficial