In the studio of SA Design at the Vinkeveense Plassen, Nina works together with her daughter Sofía on leather bags and accessories that are designed, cut and finished by hand. Every product is a deliberate choice: for material, for craftsmanship, for quality. It is hard to believe that SA Design once started with a car full of wicker bags and accessories from Spain.
From Spain to Vinkeveen
“During a holiday we came across wicker bags and thought: we could do something like that ourselves,” Nina says with a laugh. “Not long after, our car was full of bags from Spain, along with espadrilles and scarves.” In the beginning they sold products from other small makers. But when Nina and Sofía discovered leatherworking, their view on products changed forever. “Only when you spend hours working on a bag yourself do you understand how much attention, precision and knowledge goes into a handmade product.” That experience made them more conscious entrepreneurs. SA Design gradually grew from selling beautiful, artisanal products to making them in their own studio in Vinkeveen.
Another important part of SA Design: the leather workshops they host in the studio. “There we see time and again what happens when people start working with leather and craftsmanship themselves. They discover how much time, attention and skill goes into a bag, wallet or glasses case. Afterwards, they often look at the products they buy with different eyes.”
Multiple challenges
The early years were not easy. Shortly after SA Design started, Sofía became seriously ill, while at the same time the COVID period began and markets disappeared. Those are not circumstances you choose as a starting entrepreneur. Yet they carried on — not despite the difficulties, but driven by the conviction that what they do is worth it.
Meanwhile, they discovered that making a beautiful product and running a business are two entirely different things. “A quality collection or a good website does not automatically mean people will find you.” Entrepreneurship turned out to also mean photographing, writing, marketing and being constantly visible. Making the value of craftsmanship visible is part of that too. “A beautiful product is the foundation, but showing people why it is special is just as important.”
Bringing different loves together
Nina loves working in their studio at the Vinkeveense Plassen most of all. “That still feels like a gift. Whether I am working there alone, together with Sofía or giving a workshop — the view, the smell, working with my hands and the atmosphere mean I go to work every day with pleasure.” Because of their Spanish roots and their wish to expand there as well, Nina and Sofía now work directly with suppliers and family businesses in Spain. The dream is to eventually have their own studio there too and give workshops. “That way we can bring together our love of craftsmanship, materials and Spanish culture even more.”
Local and with a story
Being part of Amsterdam Made and Locally Made fits with what SA Design stands for. “We felt it was important to be part of a network that shares the same values around craftsmanship, creativity and sustainability.” But the quality mark has also had an unexpected effect: it keeps them sharp. “The criteria around craftsmanship, originality and sustainability mean we regularly pause to reflect on the choices we make as a company. Why do we do something a certain way? Can we do it better? How do we stay true to our vision?”
Nina and Sofía also value being part of a community of makers. “Entrepreneurship can sometimes be quite a solitary journey, whereas within Locally Made and Amsterdam Made you see how many beautiful products, stories and crafts exist locally. We have taken part in a few gatherings, which were very interesting and inspiring.”
Nina’s tip
A tip for other makers? Nina keeps it simple: “Do what gives you energy. That sounds easy — and it is — but it is the absolute foundation you need when you have to push through. And ask for help when you are stuck. Sharing is multiplying.”
Sofía’s story: from personal experience to her own brand
Alongside SA Design, Sofía started her own business in 2024: My Self-Love Journal. The idea grew from her own experience. When Sofía was diagnosed with anorexia at eighteen, she bought her first journal. What began as a diary grew into a way to organise thoughts, find calm and consciously pause at the small things. She discovered how powerful reflection can be and how much influence it has on the way you see yourself and life.
That experience became the foundation for My Self-Love Journal: a journal with daily pages, creative assignments and themed sections. Not therapeutic or heavy, but accessible, creative and positive — and genuinely helpful. Around the journal, Sofía developed a full collection with sticker sheets, journal paper, bookmarks and cards. Everything is designed and made by her, with the aim of making journalling more enjoyable, creative and personal.
Sofía’s new business has a beautiful connection with SA Design. In the SA Design studio at the Vinkeveense Plassen, Sofía gives workshops where participants make their own personalised leather notebook. In it, her love of creativity, craftsmanship and journalling come together. Participants go home not only with a handmade product, but often also discover how valuable it can be to consciously take time for themselves.
Two businesses, two women, one shared conviction: that love, attention and craftsmanship make the difference. Discover more via SA Design and My Self-Love Journal.
