Jyoti
Daalmans

I've spent most of my career in retail.

Not because I was obsessed with fashion, but because I've always been interested in why things work.

Why customers connect with one business and ignore another. Why some stores create energy while others struggle to gain momentum. Why good teams succeed in one environment and underperform in another.

I studied International Fashion Management at AMFI in Amsterdam. Later, I founded Benjamin's, a vintage concept store in Utrecht with an in-house atelier, backed by Sympany - and alongside it, worked with the municipality of Utrecht on a community workshop programme. After that, I worked as a Department Manager and Buyer at Four Amsterdam, leading teams and working across buying, sales and operations in high-end retail.

Between those roles, I've experienced retail from most sides of the table. Owner. Buyer. Manager. Salesperson.

What I've learned is that most problems aren't where people think they are.

Poor sales can look like a product problem when they're really an experience problem. A team problem can start with leadership. A branding problem can have very little to do with branding.

That's where I come in.