“StartupValley Magazine” – Europe’s big magazine for startups, founders and entrepreneurs
Female Founders, November 29, 2019, Sabine Elsässer
AN-NA Design Manufactory: Exclusive, artistically designed cushions in limited editions
Why don’t you briefly introduce yourself and the start-up AN-NA Design to our readers?
AN-NA Design is a small manufactory in a rural area near Cologne, Germany and stands for artfully designed home cushions in limited editions. My name is Anna von der Heiden, founder and creative head of the label. As a 50-plus start-up, I am very happy to be doing exactly my thing.
In addition to cushions, I have had the idea for another line of business since summer 2019: customized wall design for design hotels, restaurants, doctors’ surgeries and public spaces. The concept is currently under development and the first drafts are available on Instagram ( @an_na_design_label ). As with the cushions, limited editions are planned.
Why did you decide to set up a company?
In short: I wanted to let my creativity run wild. And to a much greater extent than I had been able to do on the side until then. After 32 years of administrative work in the Lufthansa Group, including training as an aviation clerk, I gave in to my urge for art and design. Until then, I had already been working part-time as a coach, artist and art lecturer, with my employer’s permission.
I wanted to work 100% independently and showcase my talents. So I simply combined what I like to do best: art, design, writing, photography, living out my affinity for fabrics, creating something with my special sense of color.
What was the biggest challenge in founding AN-NA Design?
Several points:
The process of learning that some things have a life of their own and that not everything can be planned in a straight line. Targets must then be adjusted.
The perseverance.
The financial requirement to do as much as possible yourself. And on the other hand, the realization that I have to buy in some know-how because my day only has 24 hours and I can do a lot, but not everything.
And so that the …
… Financing my business idea
Can you start with an idea if not everything is perfect yet?
I think you have to do that sometimes, from a certain point in the planning. Because a startup realization is a process that takes at least months. You can try to plan as much as possible, which is also super important. But through my contacts with start-up networks and based on my own experience, I have learned that it is simply part of the process that the unexpected happens. It is best to set yourself a goal and several intermediate goals. And learns that goals are never cast in concrete, but sometimes need to be adjusted. Flexibility and creativity are required.
What is the vision behind AN-NA Design?
The vision of individual living. That is also the core statement.
AN-NA Design is aimed at people who want to express their personality in their furnishings. Ideally, my cushions convey an attitude to life.
Who is the target group of AN-NA Design?
People who love creative and high-quality furnishing ideas far removed from the mainstream are my target group. These living ideas tend to be implemented by the 40-plus age group.
What is special about the cushions? What sets you apart from other providers?
I design my cushions with passion and my own individual touch. That makes them unmistakable. The artistic design, a special color scheme and the mix of interior and clothing fabrics catch the eye. In addition, there are unusual formats and high quality.
“Made in Germany” is part of my corporate philosophy, as is “manufactured under fair conditions”. My concept of limited numbers per design is unique.
AN-NA Design, where are we heading? Where do you see yourself in five years’ time?
I am currently working on the topic of “corporate financing without credit”. So far, I have financed everything from my own funds. My eldest son has done a lot of work and set up my website, but unfortunately he no longer has time for further support due to a job change.
So at the top of the list are website support, fabrics, … The new Limited Editions cushion product line is to be expanded. An Eco Line is planned as a further product line. I can well imagine designing cushions in collaboration with manufacturers of high-quality seating furniture. And I’m working on the realization of my individual wall design.
My 5-year goal for the cushions: My label is so well established that cushions from AN-NA Design are in demand because they are AN-NA cushions. An ambitious goal, but: I started working with the press three weeks ago and have already received several interview requests, including one from a major German women’s magazine. Definitely proof that my cushions are special.
In conclusion: What 3 tips would you give aspiring female founders?
One book has helped me for years with planning and defining goals: the guidebook “Wishcraft” by US author and coach Barbara Sher. It was first published in 1978, in a time before the Internet. The language is a little old fashioned, and yet it offers excellent tools for defining your own goals in an unconventional and comprehensive way.
It helps to plan processes, implement them step by step and not let your “inner bastard” get you down. Which everyone has – I also learned that from the book.
One piece of advice, especially for start-ups in creative fields: Don’t underestimate the importance of structured planning and the high proportion of administrative activities, and seek support if necessary.
Attend network meetings and further training courses offered by the Chamber of Industry and Commerce and business development for start-ups. In some regions, there are now even success teams based on Barbara Sher, which are supervised by the Chamber of Industry and Commerce or business development agencies.
Image source photographer: Susanne Neßhöver
You can find more information here: https://www.an-na-design.com/webseite/
We would like to thank Anna von der Heiden for the interview
Statements made by the author and the interviewee do not necessarily reflect the opinion of the editorial team and the publisher
Sabine Elsässer
Sabine Elsässer is founder and chief editor of the StartupValleyNews Magazine. She started her career at several international direct sales companies. Since 2007 she works main time as a journalist. During that time she learned more about the Startup Scene, what made her start her own Startup Magazine the StartupValleyNews.
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