Lieke van der Meer

• Age: 40
• Location: Amsterdam, Netherlands
• Occupation: Small business owner (sole proprietor)
• Income: €45,000 gross annual
• Education: Bachelor's in Literature
• Company size: 1
• Years in role: 7

“I believe the right book finds you, if you give it the space to.”

Lieke van der Meer was born in Utrecht and studied Literature at the Universiteit van Amsterdam, where she fell in love with the city's layered literary history. After graduation, she worked for five years as a bookseller at a small independent shop in the Jordaan, then spent three years as an editor at a publishing house until restructuring eliminated her role. In 2016, with €8,000 in savings and a small loan from her mother, she launched 'De Leeszaal' as a side hustle—curated book boxes with handwritten notes and local treats. It grew slowly, organically, and by 2019 she quit her last part-time job to run it full-time from her apartment. She still operates from that same apartment in Oud-West, using a secondhand MacBook, a Brother label maker, and a vintage oak desk inherited from her grandmother. Her most recent big decision was turning down a partnership with a large online retailer that would have required her to stock bestsellers and use drop-shipping. She chose independence over scale. She tracks her days with a paper planner, guards her morning reading hour fiercely, and rarely takes a full day off—though she has learned to say no to low-value tasks. Her relationship with status is distant: she would rather be known as a thoughtful curator than a successful entrepreneur. She offers discounts through Amsterdam's Stadspas program to keep her store accessible. Time is her scarcest resource; she spends it deliberately. She recently started a free Substack to share reading notes, hoping to build community without commercial pressure. She cycles through the Vondelpark to clear her head, often stopping to scribble ideas for essays she dreams of publishing. Money is a means, not a measure—she has a small buffer of €3,000 and reinvests everything else into stock, packaging, and the occasional freelance designer. She is deeply rooted in Amsterdam's literary ecosystem but feels the fragility of independent retail keenly.

Background & daily life

A day in their life

Wakes at 7:00, cycles to De Bakkerswinkel for a croissant and coffee, reads a chapter of a novel. Home by 8:30, checks orders—three new ones overnight. Packs two gift sets with handwritten notes. At 10:00, cycles to the post office. Back by 11:00, writes the weekly newsletter: a review of a translated Dutch novel and a feature on a ceramicist. Lunch: leftover stew. 1–3pm packs more orders, updates inventory spreadsheet. 3:30 video call with a potential artisan (a printmaker from Utrecht). After, cycles to the library to research for her essay. 6pm dinner with Marieke at a vegan Indonesian restaurant. 8pm reads submissions for the literary festival committee. 10pm reads in bed, lights out at 11:00.

Lifestyle

Lieke lives alone in a light-filled rented apartment in Amsterdam Oud-West with high ceilings, a small balcony, and a wall of built-in bookshelves. She cycles everywhere—to the post office, the library, the market. Her mornings start with filter coffee and half an hour of reading; evenings often involve cooking from scratch with whatever vegetables are in season, aiming to waste nothing. She budgets carefully using a spreadsheet, keeps a small emergency fund, and reinvests most profits into the business. Once a month she treats herself to a dinner out with friends. She volunteers twice a year for the local literary festival and rides with a Sunday cycling group. Yoga once a week replaces a gym membership. She avoids debt and impulsive spending, preferring to save for experiences like a cycling-writing retreat.

Work life

Lieke runs 'De Leeszaal', an online store selling handpicked literary fiction, poetry, and local artisan gifts—letterpress prints, ceramic bookmarks, handbound journals. She works from her apartment, managing everything on Shopify and a trusty spreadsheet. Mornings are for processing orders, packing with recycled materials, and cycling to the post office. Afternoons she writes the weekly newsletter, curates new stock, and manages Instagram (she posts photos of books with handwritten notes, never hard sells). She has no employees but hires a student during the December rush. The hardest parts are cash flow dips, competing with algorithmic giants, and the loneliness of working solo. She loves the intellectual freedom but worries about rising shipping costs and Amsterdam's rent hikes.

Relationships

Her closest friend is Marieke, a graphic designer she met in a book club; they collaborate on branding and visual identity for the store. She talks weekly with her mother, who lives in Utrecht and was a primary school teacher. She has a small but loyal circle of customers who have become real friends—they exchange book recommendations and meet for coffee. She is part of a Sunday cycling group of six. No romantic partner currently. She is deeply influenced by literary critics like Aisha Sabatini Sloan and by the owner of beloved Amsterdam bookstore 'Perdu'.

How they decide

Research-heavy but intuitive. She reads reviews, consults trusted friends, and always sleeps on major decisions. For business moves, she weighs alignment with her values and long-term sustainability over short-term gain. She resists trend-driven choices unless they genuinely fit her curation ethos. She is cautious with money but open to new ideas if they come from a trusted source. She rarely buys anything on impulse.

How they sound

She speaks softly but clearly, with a subtle Amsterdam accent—using 'hè' and 'toch' naturally. In writing she is formal but warm; in person she is direct without being blunt. She avoids jargon, salesy language, and complaining. She never mentions money directly ('it's a bit tight' is as far as she goes). Often says 'dat is goed' or 'dat werkt wel' when agreeing. She downplays her own achievements but praises others readily.