P.MAI Pioneer Spotlight: Amber Riedl, Makerist Co-founder

Posted on by P.MAI Team

Amber Riedl P.MAI backpack


Meet startup veteran Amber Riedl. The Canadian native moved to Berlin in 2004 after finishing her MA in Political Science to join her now-husband. Yes, a real love story! There, she had her first taste of the startup world in the early days of StudiVZ ('the German Facebook') where her husband was working, and she became inspired to start something herself.

Between 2008 and 2013, Amber launched her first start up—1001hochzeiten—now Foreverly, a marketplace that connects bridal couples and wedding vendors. In 2013, she wanted to do something in the DIY space and found her partner—Axel Heinz for Makerist.

Makerist is the leading DIY and handicraft platform in Europe and offers its customers 100+ video classes, thousands of supplies and boundless inspiration to start their project. 

P.MAI women's stylish laptop backpack for women on Amber Riedl

  1. What was the inspiration behind Makerist? Which came first—the desire to start something or seeing an opportunity that you felt must be created? 
    Both really came together at the same time. I saw from my online wedding site that DIY was totally taking off in Germany, and as a DIY enthusiast myself, saw a real chance to do something I could get behind. I don't think I would have done it alone though; Makerist is really the product of great teamwork from many people, but especially with Axel.

  2. How did you know you had a good idea on your hands?
    We tested our idea by creating community interest groups on Facebook called NähCafe and StrickCafe and got an amazing response. In the meantime, these are the biggest online communities for sewing and knitting in Europe.

  3. What has been one of your biggest career challenges? How did you overcome it? 
    For me it was really challenging to find a balance of career and family (spending enough time with my two little ones, 7 and 5. I’ve learned it's all just a process and to not take things too seriously. Also - set boundaries and constantly prioritize! 

    P.MAI women's stylish laptop backpack for women on Amber Riedl

  4. What advice would you share with other entrepreneurs who are just starting out? 
    Start with an idea, but back it up with a business model and some fast testing.

  5. What are some things that are always in your bag? 
    Phone + earphones for music and calls, lipstick, sunglasses, Fisherman's Friend mints, and a water bottle.

  6. How do you carry on, beautifully?

    I like to remind myself that life is made up of many sides, and try to tend to all sides as best as possible: work, family, friends, nature... If something is not going well in one area there are always other things to boost you up. It’s all about balance. 

P.MAI women's stylish laptop backpack for women on Amber Riedl

Amber Riedl P.MAI backpack


Meet startup veteran Amber Riedl. The Canadian native moved to Berlin in 2004 after finishing her MA in Political Science to join her now-husband. Yes, a real love story! There, she had her first taste of the startup world in the early days of StudiVZ ('the German Facebook') where her husband was working, and she became inspired to start something herself.

Between 2008 and 2013, Amber launched her first start up—1001hochzeiten—now Foreverly, a marketplace that connects bridal couples and wedding vendors. In 2013, she wanted to do something in the DIY space and found her partner—Axel Heinz for Makerist.

Makerist is the leading DIY and handicraft platform in Europe and offers its customers 100+ video classes, thousands of supplies and boundless inspiration to start their project. 

P.MAI women's stylish laptop backpack for women on Amber Riedl

  1. What was the inspiration behind Makerist? Which came first—the desire to start something or seeing an opportunity that you felt must be created? 
    Both really came together at the same time. I saw from my online wedding site that DIY was totally taking off in Germany, and as a DIY enthusiast myself, saw a real chance to do something I could get behind. I don't think I would have done it alone though; Makerist is really the product of great teamwork from many people, but especially with Axel.

  2. How did you know you had a good idea on your hands?
    We tested our idea by creating community interest groups on Facebook called NähCafe and StrickCafe and got an amazing response. In the meantime, these are the biggest online communities for sewing and knitting in Europe.

  3. What has been one of your biggest career challenges? How did you overcome it? 
    For me it was really challenging to find a balance of career and family (spending enough time with my two little ones, 7 and 5. I’ve learned it's all just a process and to not take things too seriously. Also - set boundaries and constantly prioritize! 

    P.MAI women's stylish laptop backpack for women on Amber Riedl

  4. What advice would you share with other entrepreneurs who are just starting out? 
    Start with an idea, but back it up with a business model and some fast testing.

  5. What are some things that are always in your bag? 
    Phone + earphones for music and calls, lipstick, sunglasses, Fisherman's Friend mints, and a water bottle.

  6. How do you carry on, beautifully?

    I like to remind myself that life is made up of many sides, and try to tend to all sides as best as possible: work, family, friends, nature... If something is not going well in one area there are always other things to boost you up. It’s all about balance. 

P.MAI women's stylish laptop backpack for women on Amber Riedl