Meet Jennifer van Dijk, founder of Consciounista
What began as a side project selling overstock and returned outdoor gear quickly grew into something much bigger—a mission-driven business tackling fashion waste while empowering women to become entrepreneurs. Jennifer’s story is one of curiosity, passion, and impact. With a focus on sustainability and community, she’s building a business that helps the planet and creates opportunities for others along the way.
“I was inspired to start my own business when I started selling samples, returns and overstock of outdoor clothing and shoes. I enjoy it, and I realised that unsold clothing and shoes is a huge environmental issue. I got a friend involved who was looking for a side hustle, and she also really enjoyed it, making money easily. There are now several other women interested in selling as well. I was initially driven by my enjoyment of selling the items and working with high-end outdoor labels. Eventually, I realised the opportunity to help both the environment and fellow female entrepreneurs. Helping others is what makes me want to scale this business.”
Starting Small with Intention
“First, I chose something that I enjoy doing and started it as a part-time hobby. Secondly, I was introduced to representatives from outdoor labels by a trusted friend that has a good reputation in the industry. Additionally, I started small and operated the business from my house to keep costs low. I also talk to my friends to share what I was doing. That is what got them interested in selling.”
Leveraging Existing Platforms
“I used two existing platforms – Vinted and Bol.com. I focused on getting 5-star reviews and shipping same-day. I also figured out how to optimise the Vinted algorithm, so our listings are at the top of search results.”
Learning Through Experimentation
“I tested out various brands and some of them just do not sell on Vinted. Fortunately, I bought them in relatively small quantities, so I was able to pivot quickly.”
Celebrating Milestones
“A big achievement for me was finding a friend to help as a seller and she eventually became a co-founder. Other achievements I have reached are 100+ reviews on Vinted and when we reached more than 10,000 euros in sales.”
Advice to Aspiring Entrepreneurs
“Start small and choose something that interests you. You may not know at first why the business is interesting to you, but that doesn’t matter. Most life paths only make sense in hindsight. And talk to others about what you are doing and in a proud way. Do not downplay your idea.
A Vision for Growth and Impact
“I am hoping A&O will help me to set up a BV structure for our business. We will then secure additional funding… hopefully from Rabobank Foundation. We can then onboard additional female entrepreneurs as sellers. The goal is to onboard 10 additional sellers by the end of 2025. We have a goal of having 100+ sellers in 2027.”
