THE STORY OF JOHANNA SCHOEMAKER AND QUITE QUIET
The jewelry designer talks sustainability, design and finding balance in work and life
BY EILEEN BERNARDI
Johanna Schoemaker is the co-founder of Quite Quiet jewelry, located in Berlin’s Mitte distict. She runs the business along with her partner Jonas, both of whom worked as industrial designers in Seattle before venturing out on their own after their move to Berlin. Johanna and Jonas create beautiful, simple, modern pieces that display an inherent understanding of aesthetics, geometry and visual design principles. Quite Quiet is also one of the only jewelry labels with sustainability at its core, and they are committed to using only fair-trade gold and lab grown diamonds and gemstones.
Johanna and Jonas are also parents to three young children, Anton (7), Ada (4) and Alvar (6 months). They are also my friends, and my own, very much loved wedding ring is from Quite Quiet. I was first drawn to their jewelry for the design, which is rather in tune with my own aesthetic, but I’ve come to learn more about the importance of fair-trade jewelry and wanted to talk with Johanna to learn even more on the topic. I was also eager to interview her for Wunder Stories to talk balancing motherhood and entrepreneurship and what it’s like living, raising kids and running a business with your partner.
Wunder Stories Let’s start with talking a bit about Quite Quiet...
Johanna Schoemaker We are a small, independent sustainable jewelry label with a focus on design and sustainability. What is special about us is that we try to source all materials as sustainably as possible, and we try to produce everything as local as possible. We use fair-trade gold, fair-trade silver or recycled silver as metals and all our gemstones are lab grown. We think this is the most sustainable and socially responsible option at the moment. Almost everything is produced in our store, with a bit of manufacturing done in Germany and the UK. The casting is done here in Berlin and the fair-trade gold chains are made in the UK, where fair-trade gold production is more established.
WS What does it mean for jewelry to be fair-trade?
JS The gold we sell is certified by the same international fair-trade organization that certifies, for example, chocolate or coffee. Everything has to be traceable to where it comes from. We also have to report every three months how much we buy and sell. Also every manufacturer we use has to be certified and track everything. For the miners, fair-trade means they get a better price for the gold, and safer working practices. And it means no child labor. Most gold mining takes place in large-scale mining, but most abuses happen in small-scale mines as there is no oversight. On the other hand, with small-scale mines more people are involved and the mine has a larger impact on the people living in those areas. Being independently controlled can make a big difference.
WS What inspired you to create Quite Quiet?
JS I did an apprenticeship as a goldsmith after school at a jewelry design school in Hanau, Germany. My dad was also a goldsmith, so it’s kind of in the family. Both of us worked as designers for several years in the US, and both of us were interested in starting something ourselves. What we did before was big, large scale products where we only had a small influence. Now we’re doing something small, but have a very big influence. We can control where the materials come from, and we can see it through to the end.
It also had a bit to do with family planning. After we had our first child in Seattle, we thought it would be nice to be closer to family so we moved back to Germany. That was a chance to start something new, and starting our own business allows us to have some flexibility.
WS So you already had planned to start Quite Quiet before moving back to Germany?
JS Yes. We thought about working in a design consultancy again, but at the time there were really no large agencies here. Most were in Munich, and we really wanted to move to Berlin, as we were really excited about the city. So, we started to think maybe we should start something on our own. We also thought about doing something with furniture, but we were really drawn to the idea of having a little store and creating the product on location. This would have been pretty difficult with furniture...you need a lot more money, machines, space. Jewelry is on a nice, small scale.
WS What kind of challenges did you face when starting your business?
JS There were lots of challenges, some small, some large. Like finding a name and finding a location. One of the biggest challenges was creating awareness that there are sustainable options for materials in jewelry and creating awareness that we exist and what we do. This is still a challenge.
WS What accomplishments are you most proud of?
JS We are one of the few jewelry businesses that have sustainability at their core. I’m also very excited when people love our jewelry.
WS And you design everything yourselves?
JS Yes Jonas and I both do. Some together, but some collections are mine and others his. We’ve worked together for a long time. And in some ways this is the most fun part of the work.
WS How is it working and living together?
JS We have always worked together. We studied at university together, we started working together in the States. Originally we wanted to work in two different agencies, but ended up at the same one. We rarely worked on the same projects, but we’ve always exchanged thoughts and ideas. I’m also very lucky that my partner equally likes being with the kids. I think this helps us as a couple to appreciate what the other does, to understand both worlds. I also think it is better for our kids to not only be with me…he’s different with the children so they learn different things.
WS I admire that. I’m not sure I could work all the time with my husband. I think you have to have a special couple dynamic…
JS Sometimes it can be tough. Especially when you have differing opinions about things. But we have quite a bit of practice in figuring things out.
Wunder Stories Let’s start with talking a bit about Quite Quiet...
Johanna Schoemaker We are a small, independent sustainable jewelry label with a focus on design and sustainability. What is special about us is that we try to source all materials as sustainably as possible, and we try to produce everything as local as possible. We use fair-trade gold, fair-trade silver or recycled silver as metals and all our gemstones are lab grown. We think this is the most sustainable and socially responsible option at the moment. Almost everything is produced in our store, with a bit of manufacturing done in Germany and the UK. The casting is done here in Berlin and the fair-trade gold chains are made in the UK, where fair-trade gold production is more established.
WS What does it mean for jewelry to be fair-trade?
JS The gold we sell is certified by the same international fair-trade organization that certifies, for example, chocolate or coffee. Everything has to be traceable to where it comes from. We also have to report every three months how much we buy and sell. Also every manufacturer we use has to be certified and track everything. For the miners, fair-trade means they get a better price for the gold, and safer working practices. And it means no child labor. Most gold mining takes place in large-scale mining, but most abuses happen in small-scale mines as there is no oversight. On the other hand, with small-scale mines more people are involved and the mine has a larger impact on the people living in those areas. Being independently controlled can make a big difference.
WS What inspired you to create Quite Quiet?
JS I did an apprenticeship as a goldsmith after school at a jewelry design school in Hanau, Germany. My dad was also a goldsmith, so it’s kind of in the family. Both of us worked as designers for several years in the US, and both of us were interested in starting something ourselves. What we did before was big, large scale products where we only had a small influence. Now we’re doing something small, but have a very big influence. We can control where the materials come from, and we can see it through to the end.
It also had a bit to do with family planning. After we had our first child in Seattle, we thought it would be nice to be closer to family so we moved back to Germany. That was a chance to start something new, and starting our own business allows us to have some flexibility.
WS So you already had planned to start Quite Quiet before moving back to Germany?
JS Yes. We thought about working in a design consultancy again, but at the time there were really no large agencies here. Most were in Munich, and we really wanted to move to Berlin, as we were really excited about the city. So, we started to think maybe we should start something on our own. We also thought about doing something with furniture, but we were really drawn to the idea of having a little store and creating the product on location. This would have been pretty difficult with furniture...you need a lot more money, machines, space. Jewelry is on a nice, small scale.
WS What kind of challenges did you face when starting your business?
JS There were lots of challenges, some small, some large. Like finding a name and finding a location. One of the biggest challenges was creating awareness that there are sustainable options for materials in jewelry and creating awareness that we exist and what we do. This is still a challenge.
WS What accomplishments are you most proud of?
JS We are one of the few jewelry businesses that have sustainability at their core. I’m also very excited when people love our jewelry.
WS And you design everything yourselves?
JS Yes Jonas and I both do. Some together, but some collections are mine and others his. We’ve worked together for a long time. And in some ways this is the most fun part of the work.
WS How is it working and living together?
JS We have always worked together. We studied at university together, we started working together in the States. Originally we wanted to work in two different agencies, but ended up at the same one. We rarely worked on the same projects, but we’ve always exchanged thoughts and ideas. I’m also very lucky that my partner equally likes being with the kids. I think this helps us as a couple to appreciate what the other does, to understand both worlds. I also think it is better for our kids to not only be with me…he’s different with the children so they learn different things.
WS I admire that. I’m not sure I could work all the time with my husband. I think you have to have a special couple dynamic…
JS Sometimes it can be tough. Especially when you have differing opinions about things. But we have quite a bit of practice in figuring things out.
WS So you’re currently on maternity leave and staying at home with your third child. Your oldest, Anton, was born in the US…did you take maternity leave then?
JS Yes, five and a half months. Which was a lot for there. With my second, born here in Berlin, we took the whole year and split it half and half. We were still always kind of working, and would often bring Ada to the store. Now that the store is open, we can’t really bring the baby so we are splitting the year.
WS Do you like being on maternity leave?
JS Yes, I love being able to spend time with him.
WS I ask because some women really miss working…
JS Yeah for me the first couple weeks were kind of difficult. My mind was often still on the store. We’ve always split our time at the store. We would take turns leaving the store. We would each have time to spend with the kids, and time to spend with each other. So it was also hard to get used to not seeing Jonas very often. We would always see each other at work, and now he’s coming home late and this is not really giving us much time as a couple.
QUICKIES
1. Favorite children’s book/author Currently Rocco Randale and Alan Mac Donald
2. Favorite children’s clothing brand Simple wool and silk basics from Disana and Engel
3. Guilty pleasure Ice cream
4. What track is topping your playlist TAR by Martin Kohlstedt
5. What are you reading? Would love to read more, but don’t find the time very often. The last book I read was Vom Ende der Einsamkeit by Benedict Wells.
6. Favorite restaurant Strandbad Mitte
7. Favorite drink Good coffee
8. Favorite holiday spot Iceland
9. Where did you grow up? Kalkar, a tiny town at the Niederrhein (Lower Rhine) region of Germany.
10. Best designers who have ever lived Dieter Rams and Naoto Fukasawa
WS What’s different this time around with your third child?
JS Even the day before Alvar was born we hadn’t really done any preparation. You’re just a lot more relaxed. And it seems to be good for everybody, as he’s the most relaxed baby! I can read the signs so much better now, knowing what he wants or needs, this third time around.
WS I’ve also found that being a mother makes me so much more efficient at whatever it is I’m doing. Time always seems so limited, so when I actually have time to work, I get much more done. Is it the same for you?
JS Yes, but I would say it’s also about appreciation...that I am able to appreciate the time I have to work a lot more. It’s nice to have that focus time. And when you’re with the kids there is so much going on you have to focus, and stop thinking about work. Which is really good because before the kids we were often still working at home.
WS This is so true and leads me to my next question about how you approach work before and after kids. It seems like it’s easier to let go of work at the end of the day?
JS Yeah, you have to focus and be more efficient. And you also have to come to terms with the fact that you won’t always be in control. The kids get sick, something happens...you have to be ok that it’s not working out the way you had planned.
WS Yeah, parenthood can make you feel more present. Whether you’re working or with your kids. I know for me, as a working mother, it really helps to have that time away working. It helps me to appreciate the time with my kids, and I’m less likely to take it for granted.
WS So what advice do you have for women who are starting their own business? What do you wish you had known?
JS Knowing where to focus your energy. You won’t have enough time for everything, so you need to prioritize and let go of some perfectionism. Also, it’s so important to be patient. Not everything has to happen in the beginning. It’s only after three years that I’m a bit more relaxed with things. Before we always felt we had to be fast with things...the website, the store. Stay with things and be patient. Also with yourself.
WS What does success mean to you?
JS I think sustainability is a good measure of success. If your business is sustainable then you are successful. If you’ve found a good sustainable balance between work and family then you’re a success.
WS So what’s next for Quite Quiet?
JS We’ve just released a new collection, Array. Please come check it out!
Johanna Schoemaker is an industrial designer, co-owner of Quite Quiet, a mother of three and a member of the Wunder Stories community. Quite Quiet can be found at Augustrasse 74 in Berlin
Why fair-trade gold?
An estimated 100 Million people rely on small-scale mining for their livelihoods and are working under poor conditions, sometimes with limited access to drinking water, medical care and education. Gold that is certified according to Fairtrade standards provides small artisanal miners with better livelihood and working conditions. The gold used for Quite Quiet’s jewelry originates from the mining organization Macdesa in Peru. Learn more about the benefits of Fairtrade-Gold at www.fairtrade.net/product/gold
What are lab-grown diamonds?
Quite Quiet deliberately offers exclusively lab-grown diamonds. Technological advancements over the past several years have enabled lab-based growth of gemstones that are of the same quality as mined gemstones, but feature a much smaller environmental impact and are also conflict-free.
Lab-Grown diamonds are physically identical to mined diamonds. They offer the same hardness, light refraction and brilliance yet without the negative effects of diamond mining. Therefore, negative environmental influences such as water pollution, soil erosion, deforestation and ecosystem destruction can be avoided.
