Selling Online, Staying Offline: Claudia’s Journey with Jimdo

Anyone who meets Claudia Voss for the first time immediately notices: this is someone who truly lives what she does. Since 1997, the 57-year-old has been running HUTWILLER in Kiel – one of the last traditional millinery businesses in Northern Germany, with its main store on Dänische Straße and a small branch in the seaside town of Eckernförde. What once started as a small shop with old carpets and wooden cabinets has grown into a thriving craft business with nine employees, a growing online store, a loyal Instagram community, and an owner who isn’t afraid to speak uncomfortable truths.

From Sewing to Master Craftswoman: A Calling That Stayed

Claudia discovered her passion for craftsmanship in school while sewing as a hobby. She originally wanted to become a tailor and applied to HUTWILLER without even fully knowing what a milliner does. What followed was love at second sight:

“After three years, it had such a hold on me that I just couldn’t walk away.”

After completing her training, she stayed with the company and quickly realized she didn’t want to work in high-end design. Instead, she chose to create practical headwear — “not for events, but for everyday life.”.

When her boss had no successor in the family, she offered Claudia the business but with one condition: she had to earn her master craftsman certification first. The path was long: evening classes, weekends, and sometimes waiting years for the rare courses available to milliners. In January 1997, she passed her exam. In February, she took over the business at just 29 years old.

What Self-Employment Really Means

Claudia doesn’t sugarcoat things. When asked what she loves about being self-employed, she answers honestly:

“Being self-employed is a real challenge. It truly means you’re ‘on your own and always on.’ You have the business on your mind basically 24/7.”

And yet, her work continues to fascinate her. There are more ideas than time, more work than hands. But she wouldn’t have it any other way. 

Standing Up for Local Retail: Claudia’s Window Campaign

Beyond her craft, Claudia is deeply committed to an issue close to her heart: fighting the decline of local retail in German city centers. When a friend in Lüneburg had to close her store, and more small businesses on Instagram began sharing their struggles, Claudia took action.

She cleared out both shop windows and replaced the displays with large posters showing what it might look like if HUTWILLER no longer existed. The message was clear: if you don’t support us, we’ll be gone.

“If we don’t start giving retail a voice, it will quietly disappear, and no one will say anything.”

The reactions were mixed, but loud. Customers came in worried, asking if the store was closing. Local newspapers reported on it. Sat.1 filmed a segment. Other shop owners asked to use the posters themselves. Government? No response.

Claudia took that in stride and kept going. Because human connection is what drives her. As someone who always chooses the staffed checkout at the supermarket and knows the cashier by name, she says:

“A smile from a person triggers something in your body. You don’t get that sitting in front of a computer.”

The Website as Craft: Why Jimdo Was the Right Fit

Claudia never planned to have an online store. As a craft business, it simply wasn’t part of her world until just before COVID, when something changed. Not because she had to, but because she found a solution that felt right.

“I’m a craftswoman, not a computer person—but with Jimdo, I was still able to build my own website and online store.”

Jimdo customer since 2020

She chose Jimdo for a simple reason: she liked the design templates. Clean, not overloaded, aligned with her aesthetic. And most importantly, she could do everything herself.

“I didn’t have to hire anyone to build a website for me. I saved the cost of an agency entirely. For small businesses, that makes a huge difference.”

Other providers would have charged between $4,000 and $6,000, often for a website she wouldn’t even be able to manage herself. For Claudia, who knows exactly what she wants down to the millimeter, that wasn’t an option.

“This is my website. My craftsmanship and my personality are in it. I liked Jimdo’s templates, and I can still change colors, update content, and adjust the shop seasonally anytime I want.”

The Online Store: A Business Card That Generates Revenue

Claudia runs her Jimdo online store differently from typical e-commerce businesses. Only 10–15% of her products are available online: the most special pieces, handcrafted items, and premium products. The rest? Only in-store.

“The online shop is like a business card, but one that also generates revenue.”

The idea is simple: the shop shouldn’t replace the physical store; rather, it should spark curiosity. Someone who discovers a wool hat or a handmade Panama hat online should think, “I need to go there.” And anyone who visited HUTWILLER while on vacation in Kiel can easily reorder their favorite piece from home.

Instagram Meets Jimdo: A Powerful Tool for Small Businesses

What sounds like a simple feature is, for Claudia, a true game-changer:

“I can showcase products on Instagram and link them directly to my online shop—that works really well for us.”

One photo, one click—and customers land directly in the shop, ready to buy. Someone watching a Friday live event and spotting a red winter hat that matches their jacket can instantly check it out and place an order. No detours, no platform dependency. Everything happens directly through HUTWILLER.

That means: customer data, transactions, and the entire experience stay in Claudia’s hands.

Live Shopping: The Heart of the Business

What started as a temporary solution during the pandemic has become one of Claudia’s strongest revenue streams. When stores closed in spring 2020, her team asked: What now?

One employee suggested sewing fabric masks—carefully made, layered, and paired with matching headwear. They showcased their “Schnutenhüte” (face masks) on Instagram. Orders started coming in. Ten masks turned into thousands shipped across Germany. Soon, there were even requests from China, requests Claudia declined:

“We’re a small craft business. We can’t do that.”

But something more valuable emerged: a community. People followed the account, asked about hats, scarves, and the business itself. That curiosity led to Instagram Live Shopping, which now takes place every three weeks on Fridays at 4:30 PM and often lasts up to three hours.

The format is honest, approachable, and authentic. Team members try on products, share their sizes, and openly say things like, “This one’s itchy, so it’s not for sensitive skin.” Customers chat in real time, reserve items in the comments, and receive their packages the next day.

“People always say it’s like teleshopping, but with feeling.”

After each event, 20–30 packages are shipped. Viewers tune in from Mexico, Basel, Cologne, and Hamburg. Some take short breaks, but they come back, not wanting to miss anything. They stay, comment, and buy, because it feels personal.

Conclusion

Claudia Voss shows that traditional craftsmanship and digital presence are not opposites: they belong together. Her Jimdo website isn’t a checkbox but an extension of her personality: self-made, adaptable, honest, and direct. Her live shopping isn’t a marketing tactic but a real community. And her commitment to local retail isn’t PR—it’s a deeply held belief.

That sense of ownership is what makes the difference: Claudia builds her online presence herself and stays independent.

Claudia’s Tips for Being Self-Employed

Focus matters

“Too much is simply too much. You can’t be everywhere at once. You have to ask yourself: where am I effective, and where am I wasting time and energy?”

Passion comes first

“Being self-employed isn’t about making money—it’s about enjoying what you do. If you’re in  it to get rich, you’re probably in the wrong place.”

Use people’s strengths

“Everyone has different strengths and weaknesses. You have to pay attention and put people where they can truly be effective. Don’t waste their potential—

You can build your own website and online store, too, without an agency and without technical experience.