Mariëlle Smit
Meet our latest Mesure Muse: Mariëlle Smit, entrepreneur, founder of SJUMO, and a woman who has built her career by trusting instinct over hesitation.
Long before founding the bedding brand SJUMO alongside her twin brother, Mariëlle Smit had already built and sold two successful companies. Raised in an entrepreneurial family where business and strategy were part of daily life, she learned early on that success requires absolute self-belief and execution. From co-founding MME Hospitality at just 21 to launching Mama Deli, Mariëlle’s career is proof that for her, entrepreneurship is a continuous journey of trusting her instincts and moving forward.
Today, her focus spans across both business and balance. With SJUMO, she has created a brand built on quality, honesty, and products that truly deliver, reflecting a personal philosophy of zero compromise. While ambition remains central to her life, navigating motherhood and family has become equally important, shaping a grounded approach to leadership that prioritizes what truly matters.
Photographed in her office, Mariëlle wears a light blue wool-silk-linen single-breasted suit that combines softness with structure. Choosing a bold yet classic colour that channels confidence and femininity, her look feels effortless yet purposeful.
Entrepreneurship has been part of your life from an early age. What is one lesson from growing up in an entrepreneurial family that still influences how you work today?
What I learned from growing up in an entrepreneurial family is that nothing comes naturally or by itself. You really have to do everything yourself, because no one else is going to do it for you. That is also why it is so important to truly believe in what you do, because in the end, you are the one who has to bring it into the world. And if you believe in it, chances are others will follow too.
You started your first company at 21 and have since built and sold multiple businesses. Looking back, what moment felt the most uncertain, and how did you move through it?
The most uncertain moment for me was probably when I sold Mama Deli and then started SJUMO in a completely different industry, e-commerce, which was unfamiliar to me at the time. We suddenly had to deal with seriously high MOQs (Minimum Order Quantity), so we had to invest in a lot of inventory, while not knowing for certain whether it would actually become a success. Even though I truly believed in it, that was definitely one of the most nerve-racking moments in my career so far.
You have built businesses across very different industries, from hospitality to baby food to bedding. What makes you decide that an idea is worth pursuing?
I have had many more ideas over the years, but the reason I truly pursued these three ideas, my three companies, was because I genuinely felt they needed to exist. In the first case, it was about changing the industry. In the second, about changing the lives of mothers and children’s nutrition. And now again with SJUMO, I think this is something people truly need, because good sleep has such a huge impact on your life. Each time, it was driven by a deep belief in the product, and the feeling that it would be a shame if people never got to experience it simply because I did not start it.
Do you think clothing changes the way people perceive authority or confidence, particularly as a woman in business?
Clothing definitely changes the way you come across. When I have a meeting I tend to dress more professionally, a beautiful pair of tailored trousers or a suit like my made-to-measure one from Mesure. If I do not have meetings, I dress more casually, something I would not wear to a meeting. I am definitely very conscious of what I wear when I have meetings.
You chose a light blue wool-silk-linen suit for this shoot. What drew you to this fabric and silhouette, and how do you feel in it?
The reason I chose the light blue wool-silk-linen fabric is because I simply thought it was a beautiful material. It felt a little more daring, not the standard dark navy suit, but something different. Due to the colour making a statement, I kept the style itself more classic. I feel really feminine and powerful in it, so I am truly very happy with it.
What advice would you give to women who want to start something of their own, but are waiting for the right moment?
There is no perfect moment. If you truly believe in something, and like me, feel that you have to pursue it, then go for it. There is no right timing, you just have to start, and then be willing to do whatever it takes to make it succeed.
