How to start a successful business in a melting pot like Berlin?

It is very important not to be afraid and take the first step so that the ambitious ideas in your mind become a reality. And dreams turn into actual projects. Jules Villbrandt, a Berlin-based founder of the online lifestyle and interior design magazine Herz & Blut, was not afraid to take this scary step ten years ago. 

It all started as a hobby and now it is her full time job. She already has an extensive portfolio of creative clients. Jules and her team have their own stylish but cozy collaborative studio space Maison Palmė in Berlin’s up and coming neighborhood - Wedding, where they work, make photoshoots and simply spend their time together. This all truly sounds like a dream, but what was the beginning like and how did it all evolve into a successful business?

You started your online magazine herzundblut.com about 10 years ago. Can you tell us more about it? What is the purpose of the magazine?

It all started as a hobby. I realized that I really do love taking pictures of people, but also of the surroundings where they are based at. At the beginning my son Justus was a small kid, therefore I focused on taking pictures of mommies and daddies, their kids and their homes. That was the point, when I realized how much I am into other homes. I love having a look into other homes and meeting so many different people.

The main purpose of herzundblut.com is to provide impressions and information about interior design, how people live and to give some hints in private space, manufactures and lovely places like restaurants and hotels worldwide. It’s still such a pleasure and joy to explore all these lovely places. 

As I know, you started your magazine right after graduation which must have been pretty hard. Most recent graduates are afraid to start their own brand and prefer to work for someone else, at least in the beginning. What made you take the path less traveled by? 

Back in the days everything was crazy and new for me. While I finished my studies my son Justus was born. So it was kind of a double trouble thing, but I was used to working a lot. While I was studying, I was always working in a fashion store. Before I started to blog I was selling self made interior pieces and jewelry on creative markets in Berlin. I always had ideas in my mind. I think it is also a “German thing” to be more afraid to start your own business. Sure I had doubts, but to be honest, I was never afraid, I was more curious how everything works. Going back to a proper work life is always possible, but I guess I won’t want it anymore.

One of the most difficult parts of starting a business is finance and its management. Do you remember how much you invested in the online magazine when starting out? After how long did you start generating income? What would be your tips for learning on how to manage finances?

The best thing about starting an online magazine is that you won’t need so much investment and equipment. I brought myself a good camera and that’s it. At the beginning I used a free webspace to publish my content. That is more than ten years ago. At the beginning of my freelance life I got kind of a start-up assistance (Gründerhilfe) from the German state. That was quite helpful to have a little base, but I think if you have a good idea you can also rock it without any help. Nowadays there are many useful blogs and books on how to start your own business. It might be useful. A business plan is not the most beloved job, but really useful to plan everything. The most painful thing might be to get your taxes done. After years I got used to it, but this is so important to get good advice from somebody who knows how to deal with all tax issues. 

What were the mistakes you made at the beginning that taught you the most about owning a business?

Especially at the beginning I was sometimes being too naive, it’s good to have a friendly and kind relationship with your partners, but it’s also good to fix everything in written form via mail or even through a contract. I’ve learned over the years how important it is to say more clearly what I can do and deliver and what the client could expect. 

So you have been in charge of the magazine for a decade (we are really happy for you and your team!). You must have faced quite a few difficulties along the way both professional and personal. Could you maybe share some of them? Was there an instance where you had to step back and reevaluate your managing approach?

The last years were insane, I am so thankful for what great places I’ve seen and visited. While working with and for people there are always special task forces. Actually, there haven’t been great difficulties within the last few years. Maybe the most difficult thing is to negotiate prices sometimes. But as I mentioned, my team and I became more professional. 

What thoughts come in mind when thinking about the next ten years? What goals do you set for yourself and as a team?

Hopefully we will be safe, healthy,and happy. Due Covid-19 the business has changed a little bit. Besides our online magazine we do have our studio space which we often rented out for corporate events, which were missing right now. I am still thinking of starting my own publishing house and creating my own interior brands. We will see.

Berlin is a creative hub. It is full of freelancers and artists. We see new creative projects appearing on the market on a daily basis. How do you create a brand that is unique to you and can stand the competition? Would you share with us some of the tips and tricks that helped you to do that?

Yes, you’re absolutely right! Berlin became a real melting pot for creative people. As always I guess it’s important that you do what you like. Sure, it’s important to check what other people do, but if you feel joy and passion for your work, I am sure you can rock it. Besides that,it’s good to fill a niche, find your  topic which might not be overrun yet, I know it is not that easy, but there are so many things to do.

There probably were some down moments throughout your long career. Are there any opportunities you think you missed?

Actually, I am very happy about what I am doing. During the last few years I figured out that I am a real workaholic, I’m never not working, that’s sometimes hard, because I don’t allow myself to have a longer break than a few days. That is a sure thing, that I’ve to develop in the next few years. 

At “What do people do?” our core-team is made up of five people. I know that your Herz & Blut team also isn‘t a big one – there are three people. What routine do you have as a team during the week (meetings on different topics, lunch dates, etc.)? What challenges do you face as a team and how do you deal with them?

We are three people in our team. My sister Maria, Wilkin and me. We do have our own studio space in Berlin-Wedding where we mostly work together. Our studio space is also our home base, where we work, shoot and sometimes party. Mostly we’re doing our work in our studio, but we also work from home. The biggest challenge was to have a shared calendar, that sounds ridiculous, but finally we made it. Reporting and starting to have more jour-fixes might be helpful. Within the last years we grew as a team and especially when you’re so close it’s all about communication.

These days you can choose to do your work with a computer anywhere – cool cafes, coworking spaces or even the beach. If you didn’t have such a beautiful working space, what would be some of your favorite spots to work in Berlin?

To be honest, I love to stay at home. But for all people who love to work in cafes there are plenty in Berlin, even in our studio house you can find the “Coffee Circle” roastery café. If you are more into Neukölln, then 21gramm is always a nice address, actually I am not really sure whether it is open as a working space, but I know that they offer great coffee and food.

Pictures by Jules Villbrandt

Interviewed by Bartė Barauskaitė