Robin Broekhuizen
E-commerce Manager
Robin brings together precision and openness in a way that feels both natural and reassuring. Shaped by an international upbringing between Switzerland and the Netherlands, she combines a sharp commercial mindset with genuine curiosity for people and brands. In this interview, she shares what drives her, how she approaches her work, and the small moments that give her energy along the way.
You grew up between the Netherlands and Switzerland—how has moving between those cultures shaped who you are today?
I think it has shaped me completely. Growing up in Zurich, an international expat hub, meant being surrounded by many different cultures from a young age. I was exposed to a wide range of traditions and perspectives, while also experiencing a rigorous education system that instilled ambition and a strong work ethic. Moving to the Netherlands also showed me how I wasn’t really Dutch (even though my parents are Dutch and I was raised with a Dutch culture). This, together with my international upbringing in Switzerland, taught me how to adapt quickly, speak different languages, and stay open-minded to ways of thinking and living that differ from my own.
Are there things about Switzerland—its pace, nature, or way of life—that still influence how you live or work now?
Yes, absolutely. I think, in combination with my parents’ traits that I have inherited, I am a complete mix of Swiss & Dutch. From Switzerland, I’ve taken a strong sense of efficiency and precision, as well as a knack for time management—I hate being late, even by a minute. I’m always looking for ways to optimise processes, improve quality, and make things work better. This is very much the Swiss way and also something instilled in me by my dad’s business savviness.
That mindset naturally feeds into my work, where I constantly evaluate how things can be improved, even when they’re already functioning well. I get particularly irritated when public transport stops working in extreme weather in Amsterdam.
At the same time, I have a very Dutch social mindset (at least, what I understand to be Dutch, although I also recognize that I have an absurdly social Dutch mother). I genuinely enjoy connecting with strangers, having small conversations, and getting to know people. In my experience, that openness and curiosity is far more Dutch than Swiss (although the Dutch might disagree), and it brings me a lot of fulfilment. It also helps enormously when it comes to building relationships, both professionally and personally. I think this combination allows me to balance a strong commercial focus with a real appreciation for relationships and connection.
What moments in your day tend to give you little “glimmers”—the things that make you feel calm, happy, or fully yourself?
My morning oat coffee - and waking up in my Crisp tencel sheets are definitely small daily glimmers. But beyond that, they come from a mix of personal and professional moments. Personally, I feel happiest when I’m spending time with friends, playing board or video games together, and getting to know new people with interesting backstories. I also feel most free on the slopes; skiing gives me a real sense of perspective and reminds me of the beauty of the world. Professionally, I’ve found a place at NSL where I can truly be myself, which is something I hadn’t experienced to this extent before. I get a lot of fulfilment when a project goes well, when I receive positive feedback - whether from clients or internally - and when I see how my blend of traits really pays off. Those moments are true glimmers for me: they give me energy, enthusiasm, and ambition, and they motivate me both personally and professionally. On these days, I genuinely bike home with a smile on my face.
If you had a completely free day with no obligations, how would you spend it?
If I had a completely free day, I’d spend it either with friends - either at a cozy cabin in nature, mixing different activities, or just locked in playing games all day - or skiing with friends and family. Those would be my top two options.
And of course, I’d also love a day to myself to dive into building a beautiful Shopify store ;)
Looking at your career so far, what experiences most shaped the way you approach your work today?
I would say this started with my education. I went to an international school where I learned to appreciate other cultures, other ways of thinking, and really learned the meaning of collaboration and open-mindedness. The educative part was also quite rigorous - soft skills like presenting, teamwork, handling stress, and ambition were really grilled in me, and I can clearly see how those qualities have helped me develop my professional career and where I bring value. This, in combination with my personality traits, has really helped me move forward and keep developing professionally, which I’m really grateful for.
After my education, I had formative years running my own business and leading the online team at We Are Labels. These experiences taught me a true sense of ownership, proactivity, and responsibility. They also forced me to continuously look at things holistically - all of which I carry into my work today. It was also in this period that I discovered how my skills and passions aligned well with the e-commerce world.
How would you explain what you do here to someone who’s never worked in this field—and what part of your role do you enjoy most?
I help build and manage fashion brands’ webshops. So when they shop on those websites: we did that.
I think the fact that we can help people with this is very fulfilling to me. I really enjoy that our knowledge can be so valuable to a brand, and that in this way, we can drive real impact and value for our clients.
Next to that, I love being able to combine creativity with commercial strategy. Making beautiful things that also work really well is very satisfying.
When you hear “e-commerce is our language, fashion is our culture,” what meaning does that hold for you personally?
This is what lured me in from the get-go. I studied fashion business and started both my academic and professional career in fashion. It was tricky to navigate though, as the culture that often exists in these types of environments doesn’t always fit mine. So finding a place that highlights expertise and knowledge in e-commerce, but with an angle of fashion and the creative industry - this only got me super excited to apply and felt like it fit me perfectly.
When you start working on a new project or client, what’s the first thing you focus on to make sure you’re doing meaningful work?
I try to empathize as much as I can with the client’s customer. Putting yourself in their shoes really helps you understand their needs, and how you can fulfill that as efficiently as possible on the e-commerce side. I focus on understanding the customer’s perspective - what they need and how they interact with the brand online - so that any improvements or strategies I implement are truly meaningful and aligned with their goals.
Can you share a project or moment at work that made you feel particularly proud, and why it stood out to you?
Yeah! For my assignment during my application, I did my assignment on Bamboo Basics. I already was proud during the application process, as Fedde, the owner, mentioned during my presentation, “Huh, I thought we’re already doing this for the client?” After that, when introducing the optimisations to the client, they were super enthusiastic. It felt really good to know that my instinctive ideas were in line with NSL’s standard and that both NSL and the client saw true added value in these optimisations.
Even more exciting, the parent company of Bamboo Basics decided to work with us on another client, which I’m allowed to personally handle. That’s been a really honourable and exciting part of my work, and it reinforces that my contributions are trusted and valued.
What do you think is most important for clients to feel when they work with you?
That they feel heard and understood, and of course supported. It’s important they feel how we can really place ourselves in their brand and their customer, and can therefore deliver optimisations that truly align with who they are and what drives their customers.
Looking ahead, what excites you about where you’re growing—both personally and professionally?
Professionally, I think I have really found my place at NSL, which has given me a lot of energy. I am seeing tangible results from my work and have found work that I genuinely enjoy doing - and would also enjoy doing in my free time. I finally have found the job I fantasized about as a kid. I’m excited to grow into this role even more, take on new challenges, and learn new things.
Personally, I focus on meaningful experiences with friends and family. Many people around me are entering exciting new chapters in their lives, and I’m thrilled to be part of that journey. Growing alongside them and creating lasting memories is something I really cherish.
