Meet our founder, Esther Sanders. In this interview, Esther shares her journey into fashion, what led her to start Studio S, and her vision for the store. Read on to learn more about her story and the values behind Studio S.

Can you tell us a little about your background and how you ended up in the fashion industry?
Fashion has always been a big part of my life. My mother used to make many of the clothes for my little sister and me, and my father also had a strong interest in fashion. After finishing high school in Haarlem, I went to AMFI in Amsterdam. I studied there for two years, but I eventually realized that the program wasn’t the right fit for me.

As a temporary job, I started working at a fashion agency, while considering my next steps. That summer, I planned to explore new study options, but I quickly discovered how much I enjoyed working in the industry. I ended up staying at the agency for six years, eventually growing into the role of label manager for a Danish brand. In that position, I sold collections to women’s boutiques across the Netherlands, gaining invaluable experience that later helped me start my own store.

What inspired you to open Studio S, and what was your vision for the store?
After gaining experience in so many stores across the Netherlands, I loved the idea of bringing together the best elements I had seen and creating something of my own. In Amsterdam, I noticed that there were very few women’s stores that matched my personal style—edgy but not overly streetwear, feminine yet effortlessly modern.

I also noticed that many women still enjoy shopping in physical stores rather than online. They appreciate personal assistance without feeling pressured to make a purchase. My goal with Studio S was to create a welcoming space where women can find timeless pieces that they’ll love for years, while also refreshing their existing wardrobes with new additions. Helping customers find items that truly suit them is what I enjoy the most.

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What are the core values that guide Studio S when curating its collections?
At Studio S, timelessness is key—I want our customers to enjoy their pieces for years to come. While we do follow trends, we aim to avoid short-lived micro-trends and focus on styles that have lasting appeal. Sustainability is also a core value; every item in the store is carefully selected with that in mind, and we continue to evolve in this area.

Beyond the clothes themselves, I love inspiring our customers. It’s especially rewarding when someone leaves with an item they might not have chosen for themselves but end up feeling confident and amazing in.

How would you describe your personal style, and how does it influence the store's selections?
I would say my personal style aligns quite closely with the collection in the store. I have a fairly clean and minimal aesthetic, with a deep love for well-crafted basics. You’ll often find me in a great pair of jeans paired with a beautiful blouse or a high-quality knit. However, I like to make an outfit more interesting by adding a statement shoe or a bold bag.

While my store reflects my taste, I also aim to cater to a broad audience. Of course, I wouldn’t take home every single piece, but I have to admit—it comes dangerously close!

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What has been one of the biggest challenges you’ve faced with Studio S, and how did you overcome it?
For a long time, I tried to do everything myself. In the first two years of Studio S, I was in the store seven days a week while also managing the webshop, Instagram, and all buying and selling on my own. Of course, no one can be great at everything, and I eventually realized that was true for me as well.

Over time, I learned to recognize my strengths and delegate other tasks to the right people. Now, I understand the value of asking for help and seeking advice in areas where I’m less experienced. This shift has made a huge difference in how I run the business and has allowed Studio S to grow in a more sustainable way.

What do you envision for Studio S in the next few years? Any exciting plans ahead?
One of the things I love most about having the store is meeting new people. I’ve even built real friendships with some of my customers, which is something I truly cherish. In the coming years, I’d love to grow the Studio S community even more and create a space where people feel connected and inspired.

There’s also a lot of potential for growth online, and I’m excited to develop that further. And who knows—maybe one day there will even be a Studio S clothing line!

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What do you hope customers experience when they visit Studio S?
First and foremost, I want customers to feel comfortable and welcome as soon as they step inside. A warm and inviting atmosphere is so important to me. I also believe that the personal styling advice I offer adds extra value to the shopping experience.
Beyond that, I hope to inspire people—not just with the pieces in the store but also with the overall ambiance. I want every visit to Studio S to feel enjoyable, inspiring, and completely pressure-free.

If you could give one piece of advice to someone starting a business, what would it be?
My biggest piece of advice is to start a business in something you truly love. For me, Studio S never really feels like work, even when I put in extra hours, because I genuinely enjoy what I do. When you have a real passion for something, that enthusiasm naturally translates to your customers—they can feel it. Passion and authenticity go a long way in building a successful business!

Always keep thinking about how you can improve. Celebrate your successes, but remember that you’re never fully done learning or evolving. There's always room to grow!

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