Based on a community story contributed by Sara, founder of SaraGlow Art. Edited by The Hague Online.
For Sara, starting a creative business began with something she enjoyed doing in her spare time. While working in childcare, she discovered diamond painting and found that concentrating on a picture, one small piece at a time, brought her a sense of calm.
The hobby involves placing tiny coloured pieces onto a prepared canvas. Sara enjoyed watching a design gradually come together and began to wonder whether the activity could become something more.
That question became the starting point for SaraGlow Art, the business she is now building from The Hague.
Creating a style of her own
Sara’s visual inspiration comes from Middle Eastern decorative styles, rich colours and detailed patterns. Deep blues, emerald green and gold feature in the designs she is developing.
Artificial intelligence is one of the tools she uses in that process. Sara says she develops the concepts and chooses the colours, shapes, details and overall appearance, using AI to help explore and visualise her ideas.
The first collection, the Royal Gem Collection, takes gemstones as its starting point. Midnight Sapphire was the first design introduced. Sara is preparing a sample and photographs for Emerald Majesty, with two further designs in development.
Building from the city she calls home
The Hague is more than a business address for Sara. She was born and raised here, went to school in the city and has studied, worked, completed internships and volunteered in the local area.
She describes herself as a true Hagenees, complete with a recognisable Hague accent. Starting a business in the place she has always called home gives the project a personal connection.
As well as developing designs, Sara has been learning about packaging, branding, product preparation and running an online shop. Her ambition is to grow beyond the Netherlands, but the work is happening step by step.
From personal enjoyment to a business
Sara’s experience of diamond painting is personal: she found it relaxing and enjoyable, and hopes other people will enjoy the process too. She hopes to share that enjoyment through the designs she is developing.
The business is still at an early stage, as Sara moves from a familiar job and a spare-time interest towards learning how to build something independently.
By Abby Bookholt, founder of Trove. Edited for length and clarity.
If you’d told me two years ago that I’d be spending my forties recovering from skin cancer, having my nose reconstructed and launching my own app, I probably would have laughed and asked what on earth you’d been drinking.
Yet here we are.
I’m Abby, a 42-year-old Australian, mum of two boys aged nine and six, and I’ve been living in the Netherlands for 18 years. That is long enough to complain about Dutch weather like a local, but apparently not long enough to stop missing Australian sunshine.
For most of my working life I was firmly in the corporate world, most recently in crisis management. I was used to dealing with complicated situations and keeping things moving. What I wasn’t prepared for was becoming the crisis myself.
The tiny spot that changed everything
In 2025, I was diagnosed with skin cancer on my nose. Something so small became a series of operations to remove the cancer and reconstruct part of my nose using skin from my forehead.
I underwent four surgeries, followed by a fifth operation in September 2026 to improve the reconstruction and scarring. The physical recovery was difficult, but the emotional side was something I hadn’t anticipated.
Your face is a huge part of your identity. Suddenly I was dealing with stitches, scars, swelling and a reflection that didn’t always feel like mine. There were days when I felt positive, and others when I was exhausted and thoroughly over the experience.
I started sharing my recovery on Instagram because I wanted people to see the reality, including everything between the before-and-after photographs.
An idea that would not go away
During recovery, I began thinking more seriously about the next chapter of my working life. I also had an idea that had been floating around in my head.
People were always recommending books, television programmes, films, podcasts and music. I would save a screenshot, bookmark something or tell myself I would remember. Spoiler alert: I usually didn’t.
I wanted one place to save those recommendations, organise them and find them again when I needed them. That idea became Trove.
There was one small problem: I knew nothing about building an app. I had no coding experience, no technology background and no previous start-up. But I did have an idea I believed in and a willingness to learn.
I registered my business in the Netherlands, invested my savings and worked with developers. There were delays, unexpected costs, technical problems and moments when I wondered whether I had completely lost my mind.
In August 2026, Trove launched on iOS and Android. Something that had existed only in my imagination was available for other people to download.
The reality of starting again
I would love to say I launched the app and immediately found thousands of subscribers. The reality is less glamorous. I am still learning how to market it, attract users and improve the experience, while trying to make every euro count.
Some weeks are encouraging. Other weeks make me wonder whether I should have taken up knitting instead. But I am proud that I actually did it.
I never wanted skin cancer to become my entire identity. It is something that happened to me and changed me, but it is not the whole story.
Progress can mean getting through another operation, finding the confidence to show your face again or trying something new without knowing how it will turn out.
I’m still recovering, still learning and still figuring out what I want the next chapter of my life to look like. You do not need to have your whole life figured out before you start building something new.
When South African entrepreneur Elizabeth Joss moved to The Hague in 2013, she had little idea of the challenges that lay ahead. From finding accommodation and understanding unfamiliar Dutch systems to building a social circle, adjusting to life in the Netherlands took quite some time!
Elizabeth moved to the Netherlands alone in 2013, initially spending a week in a hotel before finding accommodation. Although she was excited about the opportunities ahead, the transition was not straightforward.
“When I first arrived, I remember feeling pretty lonely and worried about the future. I was fortunate to meet some wonderful colleagues through work, and I’m still in touch with some of them today. But building a life somewhere new takes time, especially when you don’t have an established support network around you.”
Beyond the social challenges, she found the amount of practical information about living here overwhelming. This included everything from understanding rental arrangements and health insurance to opening a bank account and making sense of Dutch bureaucracy. “In the beginning, you think you can just Google it all to find the answers you need, but in the end, seemingly simple tasks can take hours of research and cross-checking,” explains Elizabeth.
“When I arrived, there was so much information available online, but it was scattered across different websites (and back then, most of it wasn’t even in English). I often didn’t know where to start or which sources to trust. Sometimes I just wished that someone would explain things to me in plain English.”
Over time, Elizabeth came to appreciate many aspects of Dutch life, from its infrastructure and cycling culture to the opportunities for enjoying the outdoors. But she also learned that adjusting to a new country takes patience. The high cost of living, dark winters, and cultural differences can make the first few years particularly challenging, especially for those arriving on their own.
Turning personal experience into SecondSoil
The idea for the SecondSoil app came directly from Elizabeth’s experiences of moving to the Netherlands and recognising how many practical questions internationals face when relocating and settling into a new country.
“There’s not always one answer to the questions that newcomers face. There are different answers for different situations. And finding out what you need can be a huge challenge.”
“I created SecondSoil as something I would have found useful when I first arrived. Not another complicated website or pages of AI-generated answers that need to be double-checked, but a practical, easy-to-use resource you can download on your phone that helps you understand how things work here. People can listen to the audio guides on the go, or simply navigate to a specific category in the app and find the most important information they need in a few bullet points. Sometimes hearing a friendly voice who’s been through it all can make you feel a little better and less lonely.”
Making everyday Dutch life easier to understand
For Elizabeth, the aim is to make reliable, practical information easier to access, particularly for people who are unfamiliar with Dutch systems or unsure where to begin.
While The Hague has become home, she hasn’t forgotten what it felt like to arrive without knowing how everyday life worked. And although the Netherlands has much to offer, she believes internationals also benefit from realistic expectations about the challenges they may encounter.
“Moving abroad can be a wonderful experience, but it isn’t always easy. It can be extremely difficult at first, especially if you’re arriving here alone, like I did. There are exciting moments, but there are also times when you feel completely out of your depth, and you don’t always know where to turn.”
For those just starting their lives here, her advice is simple: settling into a new country takes time, but having the right information and the right people around you can make the process a lot easier.
About SecondSoil
SecondSoil is an English-language app offering short, human-recorded audio guides, practical articles, and useful resources for people moving to or living in the Netherlands. It offers both free and premium content, allowing users to explore essential topics before deciding whether they would benefit from additional guidance.
The Android version launched on Google Play in October 2026.
For one woman Rik van Wieren met while developing the PillenPopper, getting seven pills out of their packaging was a weekly struggle. Living with severe arthritis, she described spending around fifteen painful, frustrating minutes on the task.
During an early test with the PillenPopper, she managed it herself in under two minutes and reported no pain.
It is a small part of a medication routine, but being able to do it independently can matter a great deal. Helping more people regain that ability is the aim of Rik’s latest project.
The 23-year-old entrepreneur recently graduated cum laude in Entrepreneurship & Retail Management at The Hague University of Applied Sciences (THUAS). Alongside developing physical products through his company, Core Solutions, he works as Community Manager at the university’s Center for Entrepreneurs (CfE) and StartHub.
Now, the PillenPopper has earned Core Solutions a nomination for The Hague Student Innovator Award 2026, and Rik is asking the community to support him in the public vote.
When a familiar task becomes difficult
Pushing a pill through a pill strip requires pressure and control that can be difficult for people with weak or painful hands. Splitting a pill can present another challenge, especially when it involves positioning a small pill near a sharp blade.
The PillenPopper is a tabletop aid designed around those difficulties. A lever allows users to apply pressure with their palm or forearm to remove pills from pill strips, which are then collected in a tray. It also splits suitable pills without a sharp blade.
The design has developed through research, 3D-printed prototypes and tests with six users and three occupational therapy experts. Their feedback has helped Rik and Don Daniëls, an industrial product designer contributing to the project, refine how it works.
The splitting mechanism is a new innovation created by Rik and Don and a patent has been filed for it. It allows for pills to be split by pressure instead of a sharp blade making it safer for the user. Rik told us the mechanism can be compared to how natural stone is cut into slabs by hitting it at the right spots.
The woman’s experience during testing offers an encouraging example of its potential. Further independent validation is planned to understand how the device performs for more people with different needs and medication routines.
Watch Rik introduce the PillenPopper and the idea behind it in his short video below.
Building a community while building a business
Rik’s work at THUAS also involves helping other students take their first steps in entrepreneurship.
Over the past three years, he has built a community of more than 100 student entrepreneurs and people supporting them through the CfE and the StartHub. His work includes organising the recurring Pizza & Drinks gatherings (view impression in the image below), bringing in guest entrepreneurs, casual coaching and helping students find advice and useful connections.
These informal events give students somewhere to discuss the questions that come with starting a business. They can share an idea, talk through a problem or hear how someone else has approached a similar challenge, with a slice of pizza making that first conversation a little easier.
CfE connects this community with coaching, entrepreneurship education and the wider business network in The Hague. At the StartHub, Rik helps students find their way into that support, whether they already run a business or are still wondering where to begin.
His own experience gives those conversations a practical basis. Before the PillenPopper, he developed and brought other physical products to market, including iHeel pads against heel-slip and blisters and the BATBOX battery tester for households to finally know which batteries still work. Alongside his studies, he has learned what it takes to turn an idea into something people can actually buy and use.
The next step for the PillenPopper
For the PillenPopper, the next stage is to build stronger evidence through independent user testing and prepare for production. The planned approach includes an initial pilot batch made through local 3D printing, allowing feedback to inform the product before a wider launch.
The Hague Innovators nomination brings the project to a wider audience and creates opportunities to meet people who can help it progress. The public vote also offers a chance to win the €2,500 Audience Award. With this award Rik would produce a 100 devices given for free to participants in a pilot in The Hague.
For anyone who has watched a parent, partner or friend struggle with medication packaging, the problem may feel familiar. Rik’s aim is to enable these people to take back control.
Support Rik and the PillenPopper
Voting is open until Sunday 8 November 2026.
To support Rik, visit the ImpactCity voting page and scroll down to the voting form at the bottom. Select Core Solutions, enter your email address and submit the form. Remember to confirm your vote using the email you receive.
A vote for Core Solutions supports Rik’s work towards giving more people the chance to regain their independence.
So… What Is It That You Actually Do? A practical take on storytelling for entrepreneurs
Profile Studio Business Club is a monthly gathering for small business owners, solopreneurs, and entrepreneurs seeking connection, collaboration, and growth.
Held every second Thursday of the month in a warm and welcoming environment of our photo studio, these meetings are designed to provide a safe and supportive space for individuals to share ideas, get feedback, and build meaningful relationships with like-minded professionals.
Many entrepreneurs do meaningful, high-quality work and still struggle with one simple thing: explaining what they do in a way that people immediately understand.
This November edition of the Profile Studio Business Club is about business storytelling, not as a marketing trick, but as a tool for clarity. When your story is clear, conversations feel easier, your message feels calmer, and people can decide faster whether you are the right fit.
This session is designed for entrepreneurs who don’t want to oversell, overshare, or follow loud marketing formulas. Instead, we’ll focus on how to structure your message so it makes sense to your audience and feels natural to you.
We’ll look at how clarity reduces hesitation, why your client should always be at the center of the story, and how your visuals quietly support or undermine the message you’re sending across LinkedIn, your website, and other touchpoints.
What we’ll cover:
Why good work often goes unchosen when the story is unclear
How to tell what you do without jargon or long explanations
How to position yourself as a guide, not the hero
How visuals reinforce your story before a single word is read
How to repeat your message consistently without feeling boring
This is a focused, thoughtful working session with space for reflection, discussion, and practical refinement.
🎟 Only 8 spots available – Reserve your spot early!
What You’ll Walk Away With:
📝 A clearer way to explain what you do and who it’s for
💡One simplified core story you can reuse across platforms
✨More confidence in repeating your message without overthinking
🤝Practical insight from a small group of fellow entrepreneurs
Who Should Attend?
✔️ Entrepreneurs, coaches, therapists, consultants, and independent practitioners
✔️ Business owners who feel their work is hard to explain
✔️ Professionals who want clarity without hype
✔️ Anyone who wants their message to feel calm, human, and solid
We keep the table intentionally small with 8 seats, so there’s time for real conversation and personal input.
🗓 Date and Time: Nov. 12th, 6.30PM
📍 Location: Profile Studio, Frederikstraat 481, the Hague, the Netherlands
🎟 Only 8 spots available – book early!
You don’t need better words, you need a clearer story. Join us in November and simplify the way you tell your business story.
As business owners, especially those running one-person operations, it’s easy to miss the camaraderie and collaboration of having colleagues. The Profile Studio Business Club bridges that gap, offering a place where you can:
Share and brainstorm ideas, plans, and visuals for your business.
Seek feedback on your projects, services, or events in a friendly and constructive environment.
Build a circle of trusted peers who understand your challenges and celebrate your wins.
Find business friends and collaborators to help you take your ideas to the next level.
Whether you’re refining your brand, launching a new product, or simply looking for a group of like-minded entrepreneurs to connect with, this club offers the perfect opportunity to grow personally and professionally.
New research by MultiTeam Solutions, commissioned by the City of The Hague, shows that line managers can play an important role in preventing scarce cybersecurity talent from leaving the sector because of stress, burnout or a lack of support. The City is putting these insights into practice by offering subsidised leadership training for professionals starting in November 2026.
The leadership training for cybersecurity professionals is fully funded by the City and is therefore free for participants. It will focus on areas including recognising and discussing workload pressures, providing feedback that supports professional development, and acknowledging progress and achievements.
“The Hague wants to be an international leader in cybersecurity. That means investing in technology and new talent, but also in the people who already work every day to keep us digitally secure. We want talented cybersecurity professionals not only to come and work here, but also to want to stay,” says Richard de Mos, Deputy Mayor of The Hague.
The study, Retaining Talent Is a Leadership Capability, shows that the working environment and the way professionals are guided and supported can also influence talent retention. Feeling competent in their work and receiving support from their line manager are associated with lower levels of stress and burnout, and a lower intention to leave the organisation. For professionals moving from a technical role into a management position, this step brings new responsibilities and requires new skills.
Cybersecurity Week 2026 The Hague
During Cybersecurity week in The Hague, the researchers will put the findings into practice at ONE Conference on 6 October through an interactive workshop based on the research. In the session, 3 Practical Leadership Strategies to Retain Cyber Talent, they will work with participants on three practical leadership strategies for retaining cybersecurity talent. By combining research, knowledge sharing at the ONE Conference and free training, the City aims to help build a strong cybersecurity sector in The Hague and the region that is well prepared for the future. Full programme Cybersecurity week: https://thehague.com/cybersecurity/en/cybersecurity-week-2026
About the research
The study, Retaining Talent Is a Leadership Capability, was conducted by MultiTeam Solutions on behalf of the City of The Hague. It took place from mid-2025 to early 2026 and comprised a quantitative survey of 86 cybersecurity professionals and three focus groups. The research focuses on the Dutch cybersecurity sector. https://www.multiteam.solutions/
