33. Comment durer sans se perdre quand on entreprend ? - Emilie Duchêne (Roller Coaster)

Puissantes

In this episode of Puissantes, Nejma interviews Ãmilie DuchÃªne, the founder of ThÃ©a Jewelry and co-founder of Roller Coaster. The convers

Key takeaways

Ãmilie DuchÃªne founded ThÃ©a Jewelry in 2011 using a low-risk e-commerce model with no stock by taking orders before production.
Her definition of power evolved from 'no limits' to a philosophy rooted in respect and hindsight.
The sale of her jewelry brand in 2023 was triggered by a vulnerable LinkedIn post regarding her professional burnout.
She emphasizes the value of 'business buddies'âa network of entrepreneurs who understand the specific pressures of leadership.
Ãmilie credits mentor Agathe Molinard with providing the necessary 'ping-pong' support to navigate difficult professional transitions.

Main topics

Entrepreneurial evolution
The power of networking
Managing burnout and vulnerability

Notable quotes

Ten years ago, I would have said that it was... no limits. But which in the end is not very respectful of oneself.

Conclusion

The episode offers profound value for entrepreneurs seeking to balance

Transcript preview

Speaker 1 (0:00) And if you could listen to the thoughts that allow the most inspiring women to stay confident, resilient and aligned with their ambitions. I am Nejma. In this podcast, I explore the inner discourse and the habits of powerful women. Speaker 1 (0:15) Welcome, Emilie. I'm delighted to welcome you to En Puissante. I'm going to introduce you to what I found about you, because we don't know each other personally. And in fact, it's going to be a point of support for the rest. And if you don't recognize yourself in the intro, of course, you can tell me. So, Emilie, I'm very happy and really honored to have you here. What I find powerful about you is really your ability, from something very intimate, almost simple, to make a trajectory that shines. You created TA Jawellery in 2011. inspired by the birth of your daughter, with this idea of the personalized jewel that tells a story and keeps a trace. And very quickly, it goes beyond borders, it circulates, it takes on an absolutely incredible magnitude, until this turning point where your creations are spotted on Instagram and propelled internationally. And what I admire is that you didn't stop at the brand. In 2023, you co-found, with Clio, RollerCoaster, a community, a network and a media brand dedicated to women entrepreneurs, because you have seen in depth what many people live, namely isolation, lack of mentors and lack of links when you lead. Today, I want to explore with you your zone of power, how we cross the ups and downs of an entrepreneur's life without getting lost, and how we transform success into something that also supports others. Émilie, welcome to En Puissante. Thank you. I didn't put your personal life because I learned that you had three children too, but we're going to come back to that. When you hear women power, what does it touch you? Speaker 2 (1:40) Women power, listen, I see wings. I see a woman who is able to do everything and take on everything. Speaker 1 (1:53) Do you have this definition that you just gave us here, it has evolved over the years? If I asked you the question ten years ago... Speaker 2 (2:02) Listen, yes. Ten years ago, I would have said that it was... I would have seen the side a little Speaker 1 (2:06) bit Speaker 2 (2:06) of no limits. Speaker 1 (2:06) Okay. Speaker 2 (2:07) But which in the end is not very respectful of oneself. Today, I see the powerful side in its greatness. Speaker 1 (2:13) Okay. Speaker 2 (2:14) But with respect and hindsight. Speaker 1 (2:16) Respect for oneself and... Exactly. If we dig a little bit, when you were really little, really little girl, what kind of little girl were you? And did you already have dreams quite precise of what you wanted to be later or not at all? Not at all. I Speaker 2 (2:31) was someone who was very, very late, very shy, I was going to say sickly shy. So I was hiding. Speaker 1 (2:41) You're in a brotherhood, you have brothers and sisters? I'm a phoenix, I have five Speaker 2 (2:45) and a half brothers and sisters. Speaker 1 (2:46) I grew Speaker 2 (2:47) up alone because we have big gaps of age, but we really consider ourselves as five real sisters. But in reality, when I was little, I just had my big brother, you know, a week or two, but we have ten years of gap. and the others weren't there yet. So when I say very alone, but not necessarily in the negative sense of the word, so rather in... I was happy to be facing myself, but not too much of a dream. Speaker 2 (3:18) Just shyness and happy to live my own life. But shyness almost introverted? Yes, very. You didn't really go to see the others? I even pretended not to see people, not to say hello. Speaker 1 (3:29) And at school, how were you? At school, Speaker 2 (3:32) I had friends, yes, I had friends. So everything that was a little circle, very close, it was fine. But everything that was a little unknown and adult... No, it scared me. Speaker 1 (3:44) Yeah, it was the world of adults that scared you. And with hindsight, do you know why? Or not really? It just evolved with time? I Speaker 2 (3:52) don't really know how Speaker 1 (3:53) to Speaker 2 (3:53) explain it, I admit. And I also have another subject, which is that I don't remember too much of my little life. Okay. So I asked myself a few times, will I scratch it? Because I often see pictures, but not emotions, feelings. There are things that I repeat that have been told to me, Speaker 1 (4:09) but Speaker 2 (4:09) I don't remember. And then I decided to... I've changed so much, evolved, that I think life opened other doors for me. And so it's not something that... I would be stuck in there again today. It's sure that I would have to work on that. Today, it's really Speaker 1 (4:27) gone, all that. So I'm not going to work on it again, but yeah, for a long time. And so, how did it go when you evolved? So little, you have this sick immunity. Then you grow up, you evolve. What's going on? Maybe during adolescence, it changes a bit or you're still in that mood? It changes a bit, but Speaker 2 (4:45) it's not crazy. I have more friends. I was very happy and at ease in a kind of cup, let's say, of people. But I wasn't very adventurous, you know, I didn't cause too much to others. But rather a fairly happy childhood with my friends. I started to become passionate about fashion because my children... My parents have always been into fashion. So it was a bit of a trajectory... I don't want to say mandatory, because it wasn't the case, but natural. What did your parents do? They had clothes brands and they worked for... They were agents for other clothing brands. Speaker 1 (5:25) So I've always been Speaker 2 (5:26) in it. Maybe Speaker 1 (5:27) you can tell us about your... You're a good student, a bad student, quite classic. Speaker 1 (5:33) Listen, neither good nor bad. Speaker 2 (5:35) I haven't finished school. Okay. And Speaker 1 (5:40) I Speaker 2 (5:40) worked at 17 years old. Speaker 1 (5:43) Okay. Speaker 2 (5:43) So you haven't Speaker 1 (5:45) finished school, you haven't gone to high school? No. And your parents were okay with that? Well, in fact, strangely, it's not me who decided. Speaker 2 (5:52) Okay, it's because you had an opportunity. I didn't fit. I had missed two exams in France. I had missed my year because of that. I was two years apart, so I was starting to suffer. But my parents have always worked since they were 15 or 16. They never got a diploma. I think they thought it was not their thing. She is passionate about many things. So she went to work. Speaker 1 (6:21) Okay, so you were supported in Speaker 2 (6:22) this thing, finally. Well, in fact, it's even them, in fact. It seems a little crazy Speaker 1 (6:27) to me. Speaker 2 (6:28) When you have children. Speaker 1 (6:29) No, not stupid, but in Speaker 2 (6:31) any case, not common. Not common. And I don't even think my children know that. I hope they will listen to Speaker 1 (6:38) it. Speaker 2 (6:38) I'll tell them one day. Yeah, no, in fact, I have no problem. It's just that we never had this discussion. And it's true that I don't really want to show myself today, let's say, this example. Because otherwise, it would really be the excuse for everything to go your way. After Speaker 1 (6:50) yes, but it can also be an example, you see, precisely for young people who can't do it. Yes, I already Speaker 2 (6:56) hesitated, you see, to take the floor on this subject because in fact, I've been working for almost 30 years. And then, above all, it's a trajectory. We'll talk about it later, we'll come back to Speaker 1 (7:04) it. Speaker 2 (7:05) You know, it's a bit like you're not forced to have your back. Yeah, but I'm still a little scared to show examples, that it's cool and that it's good. Yeah. You know, so I'm a little scared. I have a little red flag at this level. So I haven't found the right turn yet. Speaker 1 (7:17) Yeah, yeah. You don't want to tell yourself that your experience is something universal. Yeah, stop Speaker 2 (7:21) everything. No, no, yeah, Speaker 1 (7:22) OK. No, but it's not the message. Speaker 2 (7:24) No, it's not the message at all. But after that, you don't know how it's delivered. Yeah, yeah. Speaker 1 (7:27) Yeah, so I worked at 17 for two years. So what Speaker 2 (7:31) do you Speaker 1 (7:31) work in? I Speaker 2 (7:32) worked in a family business. my father's, who had a brand of clothes. And then I decided to take a degree in stylism. And so I did three years and so I have a degree in stylism, modeling. And after that, I've always stayed a little bit in there. And I've always done pretty well. I've always valued the network a lot. So, life has opened a lot of doors and it has served me. Speaker 1 (8:01) And the water you had, via your family, or that you developed over the years? Maybe in Brussels, Speaker 2 (8:07) yes, but not at all in Paris. And since I was in Paris when I was 19, it was all by myself. Speaker 1 (8:13) I didn't mention Speaker 2 (8:14) it Speaker 1 (8:14) in the introduction, but I knew you at an event you did between The Circle and Roller Coaster, which was about the importance of the network. I'm starting to realize how important the network is. But during that evening, because it was the theme, you insisted a lot on Speaker 2 (8:30) it. Speaker 1 (8:31) And you said, maybe we'll come back to it. I find it very interesting. It almost made a click. That's also why I wanted to see you. You said, today, I'm launching projects where I will probably put... three times more time than 20 years ago because I know exactly who called at the right time and that's what makes me actually save a lot of time. So in addition, you are two, we will come back to it, but I find this side really interesting. I am aware that in fact, having a network is a change, I develop it and it is not a big word. Because today, as soon as you hear it, it was through his network, you have the impression that it is a big word, while it is almost a quality. Yes, sometimes Speaker 2 (9:01) I also have the feeling that it is a bit opportunistic too, you know, it's like if I called people. Speaker 2 (9:06) No, I've always seen that from my father. I thought for a long time that it was normal and natural. Speaker 1 (9:13) Not at all. Especially in France, in Belgium it was different. No, no, also. Speaker 2 (9:17) And in fact, for three or four years that I have developed the roller coaster course, we'll talk about it later. I realized that people felt guilty when they got out of their computers or that having coffee was a waste of time. It's funny because I've never seen it like that. So I realized a few years ago that people didn't have the same vision as I do. And that's stupid. So that's why I would like to make it shine. Because I think there is network and network. Obviously, we were all day long trying to... Yes, to network, not to go back. No, that's for sure not. But in any case, I've always dedicated at least 20 % of my time to doing that. And it's a huge time saving. And then above all, you mentioned it earlier, at the level of collabs and everything on TA, it opened up doors for me. No, but we're going to come back. Just to Speaker 1 (9:59) understand the thread. So there, you work in the family business, you do your diploma, after that, you do pretty well. At what point, I'll let you go, but at what point did you decide to put a little bit of fashion, because it was in the clothes you were wearing. And then you developed, you developed, you created a jewelry brand. At what point did you say to yourself, I'm going to create a jewelry brand? Speaker 2 (10:20) Listen, in fact, fashion, already, it was not, in quotation marks, frozen, because already between, you know, the internships in Paris and the jewelry brand, I may have had ten jobs in fashion. At the beginning, I did stylism, so I went back, if you want, in... I was working in the fashion department at the time in Paris, at Dior, but also at Galliano and Christian Lacroix. Those were the main jobs I did in fashion. Then I stayed in Paris, but I found many other forms of fashion. I worked for a year for the launch of the magazine Glamour. It was a magazine style. I realized that there were many possible ways in fashion. Speaker 2 (11:00) I pulled this thread of stylism, of DA, a little bit of marketing, a little bit of comms, a little bit of piggist in magazines. So I did all this for quite a few years. I came to Brussels where I worked 10 years as a marketing director for the two brands that belonged to my father. I also did capsule collections during that time, so I was mostly in styling for a while. And all that to say that I realized during all these years that fashion, clothes, jewelry, shoes or any accessory was actually fashion. Speaker 1 (11:37) And Speaker 2 (11:38) that I could still get out of my studies, let's say, first degree. And so it's the last three years I worked at my father's, where I said to myself, I love working with family, but I need to have a personal project with my own creativity, my own project, which was not at all thought of as a business. It was really just a side job to have fun, let's say. You did both Speaker 1 (12:00) in parallel, in fact. Speaker 2 (12:01) Yes, but in fact, the advantage of TA is that it was a single product. So it was a personalized bag, so no stock. It was on order. An e-commerce on order. So that means I had the money of the clients before paying the company. So if you want, no sales, no collection, no treasury problems, no fixed fees and a job next door where I could earn a living. So actually, zero risk. So the idea was just to do that for fun. Speaker 1 (12:31) How did you come up with the idea? Did you get inspiration? Listen, I've always liked Speaker 2 (12:35) the... Not so much the jewelry, I've always liked personalizing things. The words too, but also... something that was linked to an emotion that looked like you and was made for you. Then, for the story, since I was also very, very, very shy, as I mentioned, young, I had an Agatha necklace at the time with my first name. And in fact, this necklace helped me a lot, if you will, to reveal myself, you see, in the mood, here I am, I'm Emily. Okay, yeah. I don't talk much, but I introduce myself. And so I always had something about that. And so when I was pregnant with my first daughter, who's called Thea. I wanted to create a jewel, I wanted to offer myself a jewel with his name. And so I made it in verse, I wrote it myself in my writing. What was very precursor was the rings, because for the time being I did not invent personalized jewelry, but the necklaces, the bracelets, they existed, Speaker 1 (13:26) very Speaker 2 (13:26) very light, in small pots and in things a little cheap. But the really 18 carat gold, diamond and all that did not exist. And above all, the ring did not exist. Speaker 1 (13:37) The Speaker 2 (13:37) ring did not exist at all. So I did it in rose and black diamond, which was normal today, but 15 years ago it was also something very rock that was not done. And I did it for myself and in fact, by bringing it, there are a lot of people who told me it was great. And that's how I said to myself, in fact, this may be my little creative project that I've been looking for for years, that looks like me. And in fact, I did an e-commerce with a single product and then it was launched. It's Speaker 1 (14:04) crazy, there was room for creativity in the family business on your job or not really? In com and marketing, Speaker 2 (14:09) yes. Not real creativity. Yes, like where you choose. It's Speaker 1 (14:13) not Speaker 2 (14:13) that I was doing my bags with my fingers either, but having really as I wanted, with the budget that I wanted, the photographer, you know, really my vision. No, because there's always a process, there's always teams. Speaker 1 (14:25) So you launched an e-commerce company in 2011. There are no stores for now. There are never any stores. And how did the development of this happen at the beginning? Are you alone on the project? I'm Speaker 2 (14:37) all alone. Speaker 1 (14:39) I Speaker 2 (14:39) have family and friends orders. Since I have a job in which I work a lot in the press. In 2011, the brand was born six months after Instagram. So I take it a bit like an old tarot. And so I surf a bit on all that. Speaker 1 (14:58) So you launch an Insta account? Speaker 2 (15:00) So I launch an Insta account, but almost at the same time as Insta. Speaker 1 (15:02) Okay. You don't have anyone else? Speaker 2 (15:05) There aren't many people and people are delighted to talk. And Speaker 1 (15:12) what do you show? Is your content very loose at the beginning or do you also show the backstage? Yes, it's Speaker 2 (15:17) just two bags of Speaker 1 (15:19) bags Speaker 2 (15:19) that my entourage ordered. It's very easy to do giftings on people because people answer directly in inbox. In fact, there is no influence if you don't want it. So they save gifts. In fact, I had a mental illness Speaker 1 (15:32) for Speaker 2 (15:32) five years. that I could never afford in my normal life. Because there was no influence, no budgets, no media kits. So it works very quickly. And I have some paper press releases that today, I don't know if we still want them, but at that time, it was like that. And lots of orders. So really, the Speaker 1 (15:52) thing works very, very quickly. Speaker 2 (15:55) Crazy thing. Crazy thing. And especially that after three years, I only have a 3D. So I don't even Speaker 1 (15:59) understand Speaker 2 (15:59) it today, really. Because after three years, I have my 3D. I make money, I do my mail, so I start at 150 euros for a personal jewelry. But for three years, I don't Speaker 1 (16:09) have Speaker 2 (16:09) 3D. I have a writing that is based on my personal writing that I deposit, but in quotation marks, no one sees it. Speaker 1 (16:17) And Speaker 2 (16:17) I only do 18 carats and diamonds, so I start at a minimum of 600 euros. Speaker 1 (16:21) So Speaker 2 (16:21) I don't Speaker 1 (16:21) even Speaker 2 (16:21) understand, in three years, how