{"id":22365,"date":"2016-07-15T15:43:47","date_gmt":"2016-07-15T19:43:47","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=22365"},"modified":"2020-04-03T16:55:19","modified_gmt":"2020-04-03T20:55:19","slug":"veddervedder-twins-turn-family-thing-jewelry-empire","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/veddervedder-twins-turn-family-thing-jewelry-empire","title":{"rendered":"At Vedder&#038;Vedder, twins turn a &#8216;family thing&#8217; into a jewelry empire"},"content":{"rendered":"\n<p>When Esther Vedder was growing up in the Netherlands, it wasn\u2019t sports or television that dominated her after-school schedule. When she was eight she spent weekday evenings sorting out pearls and beads to make jewelry with her grandmother, mother, and identical twin sister Anne.<\/p>\n\n\n\n<p>\u201cIt\u2019s a little family thing,\u201d says Vedder, now 27 years old.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"\/ideas\/wp-content\/uploads\/sites\/4\/2016\/07\/At-VedderVedder-Twins-Turn-a-\u2018Family-Thing\u2019-into-a-Jewelry-Empire2-1-400x571.jpg\" alt=\"At Vedder&amp;Vedder, Twins Turn a \u2018Family Thing\u2019 into a Jewelry Empire2\" class=\"wp-image-22373\"\/><\/figure><\/div>\n\n\n\n<p>She considered jewelry making as her passion project, imagining that she\u2019d become a doctor when she was older. Instead, she and Anne went on to study communications at Vrije Universiteit Amsterdam. (Yes, they were in all of the same classes\u2014\u201cWe did everything together,\u201d Vedder laughs.) It wasn\u2019t until after they graduated\u2014when they received gold necklaces as gifts from their parents\u2014that their lifelong hobby sparked a business plan.<\/p>\n\n\n\n<p>As beautiful as these necklaces were, they were \u201cmissing something personal, like handwriting,\u201d says Vedder.<\/p>\n\n\n\n<p>In their subsequent search for personalized jewelry, the twins came up empty-handed. That\u2019s when they realized they had to build their own brand, <a href=\"http:\/\/www.vedder-vedder.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Vedder&amp;Vedder<\/a>, which launched last October. The company, based out of Amsterdam\u2019s <a href=\"https:\/\/www.wework.com\/locations\/amsterdam\/metropool\" target=\"_blank\" rel=\"noopener noreferrer\">WeWork Metropool<\/a> office space, specializes in silver&nbsp;and gold-plated necklaces and bracelets that include your own handwriting, or a loved one\u2019s handwriting, in the design.<\/p>\n\n\n\n<p>Though the sisters share quite a lot\u2014the same <a href=\"https:\/\/www.instagram.com\/anne.esthervedder\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram<\/a> account and <a href=\"https:\/\/nl.linkedin.com\/in\/anne-esther-vedder-35190542\" target=\"_blank\" rel=\"noopener noreferrer\">LinkedIn<\/a> pages, for example\u2014Esther brings more&nbsp;to the creative table, whereas Anne\u2019s got the business chops.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"400\" src=\"\/ideas\/wp-content\/uploads\/sites\/4\/2016\/07\/At-VedderVedder-Twins-Turn-a-\u2018Family-Thing\u2019-into-a-Jewelry-Empire3.jpg\" alt=\"At Vedder&amp;Vedder, Twins Turn a \u2018Family Thing\u2019 into a Jewelry Empire3\" class=\"wp-image-22375\"\/><\/figure><\/div>\n\n\n\n<p>\u201cWhen we started, we thought because we are twins, we are exactly the same and we had the same skills,\u201d says Vedder. \u201cBut when we were working, we noticed that Anne is more business-minded, and I\u2019m more creative-minded. She was all about the money\u2014and I am not at all into that\u2014and paying bills, and managing everything. I was very into the social media, creating new jewelry collections, and things like that. We separated it, and she\u2019s doing all the business stuff and I\u2019m creating collections and doing the social media.\u201d<\/p>\n\n\n\n<p>At the moment, Vedder&amp;Vedder jewelry is only available online. But come late October, just one year after their launch, their jewelry will be sold in stores throughout Europe. The plan after that is to move into the U.S. market.<\/p>\n\n\n\n<p>\u201cOur dream is to sell in New York,\u201d says Vedder. \u201cThat\u2019s our vision.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"\/ideas\/wp-content\/uploads\/sites\/4\/2016\/07\/At-VedderVedder-Twins-Turn-a-\u2018Family-Thing\u2019-into-a-Jewelry-Empire4-800x571.jpg\" alt=\"At Vedder&amp;Vedder, Twins Turn a \u2018Family Thing\u2019 into a Jewelry Empire4\" class=\"wp-image-22377\"\/><\/figure>\n\n\n\n<p>And by having each other as steadfast confidantes and business partners, it\u2019s likely they\u2019ll hit their next goal.<\/p>\n\n\n\n<p>\u201cIt\u2019s a plus that we\u2019re twins because sometimes when I\u2019m not focused, my sister is saying, \u2018Esther, you have to work! You have to work! Get up now!\u2019\u201d she laughs. \u201cAnd we go and work all night long because we have to do a <em>lot<\/em>. We keep each other focused.\u201d<\/p>\n\n\n\n<p>Photos: Afagh Morrowatian<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When Esther Vedder was growing up in the Netherlands, it wasn\u2019t sports or television that dominated her after-school schedule. When she was eight she spent weekday evenings sorting out pearls and beads to make jewelry with her grandmother, mother, and identical twin sister Anne. \u201cIt\u2019s a little family thing,\u201d says Vedder, now 27 years old. [&hellip;]<\/p>\n","protected":false},"author":893,"featured_media":22372,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43903,43911],"tags":[],"class_list":["post-22365","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories","category-member-spotlight"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>At Vedder&amp;Vedder, twins turn a &#039;family thing&#039; into a jewelry empire<\/title>\n<meta name=\"description\" content=\"Esther and Anne Vedder&#039;s search for personalized jewelry led to their own brand, Vedder&amp;Vedder, which launched last October.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/veddervedder-twins-turn-family-thing-jewelry-empire\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"At Vedder&amp;Vedder, twins turn a &#039;family thing&#039; 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