Real Business Beginnings 09: Built on a Whim
Milou didn't start a business because she had a plan.
She started one because she needed something to show for herself. A blog turned into an introduction. An introduction turned into a collaboration. And a collaboration turned into a fashion brand, one she and her co-founder built almost entirely on instinct, stubbornness, and a willingness to cold-email strangers.
They were 21. They didn't know how the fashion industry worked. They didn't know how to find a manufacturer, read a balance sheet, or structure a partnership. They learned all of it in motion.
What makes Milou's story worth telling isn't that the business succeeded. It's how much she learned from the fact that it didn't, and how clearly she can now see the difference between building something creative and building something sustainable.
The Interview
On Starting: Milou began with a fashion blog to build credibility for internship applications. Through this project, she met Sanne, another fashion enthusiast, and they decided to launch Daylliance — a clothing brand featuring painted denim and graphic tees.
On Early Success: The two used themselves as models, posting behind-the-scenes content that resonated with audiences. "We showed girls the behind-the-scenes. We were two 21-year-olds trying to make our dream happen, and it was real," Milou explained. They secured production through cold outreach and convinced Dutch retailers to prepay for inventory.
On Partnership Challenges: Financial pressure strained their relationship. Milou wanted investor capital; Sanne preferred organic growth. They never discussed their visions before partnering, leading to fundamental misalignment on major decisions.
On Key Lessons: The business lasted only months after they quit their jobs. Milou identifies three critical failures: avoiding financial management, attempting to handle everything themselves, and quitting employment prematurely before sustainable income existed. She advises distinguishing between wanting to create art versus building a scalable business.
On Cold Outreach: Milou sent unsolicited emails regularly, including to a branding expert whose book inspired her. He responded and met with them. She maintains this persistence matters: rejection happens frequently, but occasional yeses create meaningful opportunities.
On Creative Wins: Their most successful marketing moment cost nothing — dressing friends identically and having them distribute business cards throughout Amsterdam while creating visual buzz.
Aftermath: The brand closed as Sanne continued briefly alone. They reconnected as friends years later. Sanne now teaches sewing and creates sustainable linen pieces; Milou gained formative business education from the experience.