How This Young Entrepreneur Built Her Social Media Empire in Style
I found Nicole Kanig on Instagram by pure chance. Her top three pinned posts—one of Anna Wintour at the Condé Nast office, one of her at the Vogue Business Global Summit, and one of her featured on a Vogue College of Fashion article—were enough to make any editor stop in their tracks with intrigue. It took less than three seconds for me to hit follow, interested in seeing where her life would take her next.
Shortly after, she returned my follow and sent a message introducing herself. Nicole, turns out, is a young entrepreneur who founded her own social media agency, Gjoopy. Based in her hometown, Hamburg, but currently operating out of London, Gjoopy services beauty, fashion, and lifestyle brands, creating everything from original content to custom social media marketing plans.
I liked Nicole instantly. Before we even hopped on an exploratory call, I admired her strong sense of self and—however outdated/cringe this term may be—go-getter attitude. Her bright smile and infectious energy made me believe she must be a young soul, still in college, and not jaded by life’s many harsh realities. It was during our initial call that she revealed her age, 25, and her years of experience in social media and marketing. Combined with her impeccable style and entrepreneurial spirit, I was excited to learn more about how she balances it all. So without further ado, here’s a little bit of our conversation on style, entrepreneurship, and keeping a delightfully gorgeous attitude through it all.
Please give the audience a quick introduction of yourself!
Hi, I'm Nicole (@nicoleclairs), a content creator, social media strategist and founder of GJOOPY, specializing in fashion, beauty, and lifestyle. Most days you'll find me creating content, attending events, chasing good coffee, and probably planning my next trip. If there's one thing I love, it's bringing stories to life, whether that's for a brand, a creator, or my own community.
What is your relationship to fashion like?
Honestly, fashion has been part of my life for as long as I can remember.
Growing up, my mom was my biggest style icon. She always looked so chic to me. She wore heels, had beautiful outfits, and most importantly, there were always copies of Vogue lying around our house. I used to spend hours flipping through them, looking at editorials and circling outfits I loved.
“The best part? Sometimes my mum would actually recreate similar pieces for me herself. So little Nicole would proudly walk into kindergarten wearing her own version of a runway-inspired look.”
Even today, not much has changed. Whenever my mum gets something new and I spot it hanging in her wardrobe, there's a very good chance I'll ask to borrow it. Thankfully, she's used to it by now.
Growing up in a small village in Germany, I often felt a little overdressed. But looking back, I'm actually grateful for that. It taught me that style isn't about fitting in. It's about expressing who you are.
Today, I still love fashion for exactly that reason. For me, it's so much more than clothing. It's confidence, creativity and one of my favourite forms of self-expression.
I'm naturally drawn to timeless pieces that I can wear year after year. While I enjoy trends from time to time, I've always loved building a wardrobe around pieces that feel special and tell a story.
How would you define your personal style?
I would describe my style as feminine, timeless, and elegant, with a playful twist. I love pieces that feel special but can still be worn year after year. If there's one thing you'll almost always find in my wardrobe, it's ruffles and puffy tops/dresses. I don't think I'll ever get tired of them.
For a long time, I felt like I stood out because I loved dressing up. Today, I see that completely differently. Fashion gives me confidence, allows me to express myself creatively, and reminds me that it's okay to take up space and be seen.
Let’s talk about your agency. What made you start it?
I've always had a bit of an entrepreneurial spirit. When I was 17, I started a scrunchie brand. The scrunchies were handmade, and for the first time, I managed a website, ran the social media channels, and even recruited my best friend to model for the brand.
Later on, I worked for brands and agencies and also worked as a Brand Creator for NIVEA. I learned so much and genuinely enjoyed those experiences. But deep down, I always knew I wanted to create something of my own.
Right now, I have the freedom to experiment, learn, challenge myself, and step outside my comfort zone. Starting my agency felt scary, exciting, and completely right at the same time. I genuinely love creating content, being strategic, attending events, meeting new people, and bringing ideas to life. Everything I do comes from a place of genuine passion and curiosity, which is why it rarely feels like "work" to me.
What are some of your career highlights?
One of my biggest career highlights was the opportunity to fly to New York City and create content in collaboration with Vogue College of Fashion for the Condé Nast Archive. I also had the chance to personally meet Anna Wintour and the Vogue team, which was a real pinch-me moment and something I am still incredibly proud of. Looking back, starting my agency allowed me to build a career around the things I truly enjoy, and that's something I'll never take for granted.
What were some of the challenges when you were first building your business?
I think entrepreneurship is often romanticised. People see the flexibility, the travel, the exciting opportunities, and the idea of being your own boss. What they don't always see is everything that happens behind the scenes.
Building a business constantly pushes you outside of your comfort zone. You're often doing things for the first time, figuring things out as you go, and learning lessons that no textbook can teach you. There were moments where I felt like I had to work a little harder to be taken seriously. But over time, I realised that age doesn't define expertise, professionalism, or passion. If anything, it motivated me even more.
One thing I always say is: your business is your mindset.
When you're excited, motivated, and taking care of yourself, your business feels that too.
But when you're constantly running on empty, your business feels that just as much. The better I've gotten at understanding myself, the better I've become at running my business.
How do you find new clients and advocate for your own business?
Events, events, events!
Honestly, networking has been one of the most valuable ways for me to meet new clients and build genuine relationships.
Of course, I also reach out to brands online, especially when I discover a brand that genuinely excites me. But nothing compares to meeting someone face-to-face.
I always say that first impressions matter. When you're open, curious, and willing to start conversations, opportunities often come naturally.
I love networking because people get to know the person behind the business. You often end up talking about personal things too, which adds a much more human touch than an online meeting or an email conversation ever could.
Some of my favourite projects started with a simple conversation.
A lot of my clients have come through events, referrals, and word of mouth. One project often leads to another, and that's something I'm incredibly grateful for.
What does a day in the life of Nicole look like as the founder of a social media agency?
Honestly, every day looks a little different, and that's exactly what I love about it.
I'm definitely a homegirl at heart. I love energetic mornings, making myself tea, dancing to music (I'm always excited for my Discover Weekly playlist every Monday on Spotify), having fresh flowers on the table, and journaling.
After that, things usually get a little busier. My days are often a mix of client meetings, content shoots, creative brainstorming, emails, and events. Some days I'm creating content from home, while other days I'm traveling, attending events, or meeting inspiring people.
Recently, I had the opportunity to attend the Vogue Business Global Summit in Chantilly, France, where I met industry leaders such as Willy Chavarria and Francis Belin, CEO of Mytheresa, as well as many other inspiring professionals. I also had the chance to connect with the Vogue Business editorial team and build meaningful relationships with fellow members from all around the world.
It was such a rewarding and heartwarming experience, and moments like these remind me why I love what I do.
Where (in Hamburg) do you like to go for a quick pick-me-up? Favourite café or lunch spot? Drink order?
For all the matcha lovers out there, my number one recommendation is definitely Gotcha Matcha. My go-to order is the Strawberry Glow. It's perfectly balanced, not too strong, and honestly just delicious.
Another favorite is Café Kernig. While the coffee is great, the atmosphere is what keeps me coming back. I genuinely believe beautiful surroundings make a coffee break even better. It has such a lovely atmosphere, especially if you're sitting outside in summer.
When it comes to food, I'm a huge sushi lover, so RIN is always one of my go-to spots. Honestly, the sushi is incredible. There's nothing better than sitting on the balcony with friends, enjoying great food and spending quality time together.
What are some beauty or fashion pieces you recommend right now?
HURR – One of my favourite discoveries. If you regularly attend events or other special occasions, renting fashion pieces is such a great option. It's more sustainable, allows you to wear incredible designer pieces, and gives you the chance to experiment with different styles. I actually wore a beautiful white dress through HURR to the Global Gift Gala and absolutely loved it.
Robosey Ballerinas – I've been obsessed with their ballet flats recently, especially the styles with the signature front slit. They're timeless, elegant, and surprisingly comfortable. The quality is beautiful and they instantly elevate any outfit.
Pearl Jewellery, specifically from Jas Jewellery – If you've seen my Instagram, you've probably noticed that I'm almost always wearing pearls. They've been a staple in my wardrobe since I was a teenager.
The Prada Bonnie Bag in Cinnamon Suede – This is currently sitting right at the top of my wishlist. The color, the suede texture, and the shape are just perfection. It's one of those bags that feels timeless but still makes a statement, and I already know I'd wear it for years.
CELINE Round Sunglasses in Havana – OMG. These sunglasses are definitely one of my must-haves and high up on my wishlist. I honestly think I’d wear them every single day.
What advice would you give to young entrepreneurs?
If there's one piece of advice I'd give, it's this: be kind and support the people around you.
If your friend launches a business, support them. If someone shares their first piece of content, leave a comment. If you see someone chasing their dream, cheer them on.
I've always believed that what you put out into the world eventually finds its way back to you. Support people. Celebrate people. Be genuinely happy for other people's success.
And most importantly, don't be afraid to be seen trying. You never know where one conversation, one email, or one event might lead.
