{"type":"document","data":{"id":"582bfd3d-2f4b-445a-ab89-8b62e84730b7","localeString":"en-GB","publishDate":"2026-04-24T10:42:53.065+02:00","contentType":"onecms:editorialPage","hasMacro":false,"flexPageMetadata":{"afmBanner":false,"robotInstruction":{"noIndex":false,"noFollow":false},"description":"Discover how Monica built Notbranded into a multi‑million‑euro business. An inspiring story about e‑commerce, international growth and female entrepreneurship."},"mainHeaderZone":{"componentType":"editorialHeader","coreHeader":{"title":"Can’t doesn’t exist","body":"Monica Westerveld, Chief Jewellery Officer and founder of Notbranded, is a powerful example of smart international entrepreneurship. What started at the kitchen table with a few hundred euros grew in six years into a multi‑million‑euro business with more than 2,500 jewellery items in its collection and a presence in more than 20 countries."},"backLink":{"textLink":{"url":"/en/business/accepting-payments","text":"ING Checkout"}},"date":"2025-10-03","readingTime":0},"flexZone":{"flexComponents":[{"componentType":"paragraph","richBody":{"value":"

In this three‑part documentary, you are taken along in the story of Monica and Notbranded. In the episodes, you not only hear Monica’s personal voice, but also see the team, the production, the creative process and the challenges in marketing, logistics and brand positioning.

Let yourself be inspired by Monica, who turned her dream into reality.

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What once started at the kitchen table has grown into a multi‑million‑euro business with global ambitions. Notbranded is built on a healthy dose of stubbornness, perseverance and the belief that it has to work. No safety net, but a strong drive to figure everything out yourself.

An inspiring story about how a  young mother pushed boundaries by trusting her own course.

You also have to be a little bit crazy and think: this will work for sure

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Monica’s success is thanks to her sharp focus on e‑commerce, data‑driven marketing and continuously renewing her collection. Her approach? Test, learn and dare to deviate from the standard path.

Without role models, but with a strong urge to prove herself and the belief that “no is not an option”, Monica builds her brand this way. Money is not a goal, but a means to grow.

I never thought it would work, but I also never thought it wouldn’t work

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Monica grew up in a small village where she had to fight against assumptions and prejudices. As one of the few non‑white children in her environment, she stood out and was often underestimated.
Today, alongside her work as CEO, she has made room for a new job and teaches at an MBO school in the Bijlmer. “I want to show young people that it is possible,” says Monica. Without clear examples, but with growing self‑confidence and the motto:

Can’t doesn’t exist

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The story of Monica Westerveld shows how courage, focus and digital‑first thinking can transform a small idea into an international brand. Do you want to grow internationally? ING is happy to help you move forward with knowledge, practical tools and smart solutions: van from advice on international entrepreneurship to the payment service provider ING Checkout. This way, you turn e‑commerce into not just an extra sales channel, but the foundation for international success.

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