Cynthia Ritsma, Co-founder Studio Notoire
Cynthia Ritsma is the co-founder of Studio Notoire, a communications and creative agency specializing in PR and brand strategy for bold brands. She’s also the founder of House of Notoire, an events and community platform that brings like-minded individuals together through gatherings around the world. With a background in communications, Cynthia enjoys helping brands tell authentic stories—especially those rooted in underground, artistic, and bold cultures.
House of Notoire been around for a while. How did it evolve into Studio Notoire?
House of Notoire started as a passion project—a space for creativity outside of my 9-to-5. My background was in communications, and I always knew I wanted to do something bigger with it. A few years ago, my now-business partner and I—both from PR and communications backgrounds—realized we had a shared vision. We wanted to create something more meaningful and hands-on. That’s when we founded Studio Notoire. We combined our experience to help bold, creative brands that align with our vision—authentic, edgy, and not afraid to push boundaries. It was the perfect next step.
The creative industry is pretty competitive. How do you differentiate Studio Notoire?
The key for us has always been to stand out by partnering with brands that have a distinct edge. We choose to collaborate with clients in unique spaces, such as sexual wellness, CBD, and emerging culture, which are non-conventional brands that deserve a platform to be seen and heard. These are fields that can be challenging but also need representation and creative storytelling. It’s this boldness that sets us apart. We don’t shy away from taboo topics; we embrace them. We help our clients push boundaries and challenge norms, making sure their brand voice is both unapologetic and compelling.
Sounds cool. What’s a project that really represents what you stand for?
One of my favorite projects is working with a DJ in Brooklyn. It’s not just about creating a visual brand; it’s about capturing someone’s whole essence—their sound, their personality, their image. We handle everything from personal branding to partnerships. What’s so exciting is how personal this work is. It’s an intimate process where we help them understand their identity as an artist, and then we bring that to life for their audience. It’s about making the person, not just the brand, shine through authentically.
“Don’t let fear stop you. One of the toughest parts of building a personal brand is being vulnerable enough to be seen. It’s intimidating to share your authentic self, but that’s the only way to build something real. ”
What advice would you give for building a personal brand?
Don’t let fear stop you. One of the toughest parts of building a personal brand is being vulnerable enough to be seen. It’s intimidating to share your authentic self, but that’s the only way to build something real. Make sure you’re true to your own vision, not just following trends. And, of course, surround yourself with a support system—both in your personal life and professionally. It makes a world of difference when you have people who believe in your mission and cheer you on. The key is to stay bold and keep showing up.
Alina Sosnina & Cynthia Ritsma at Scen Studio for Your Favorite
How do you stay on top of industry trends?
I’m a morning person when it comes to catching up on industry news. I start my day with an hour set aside to browse newsletters and articles—ones like The Stanza—while sipping my morning tea. This keeps me informed and gets my mind going before the emails start coming in. But beyond reading, it’s about engaging—having conversations with other business owners, creatives, and people outside my usual circles. Trends move fast, but consistent learning and genuine curiosity keep me in the loop.
What qualities do you think are essential for success in this industry?
First and foremost, accountability. You have to treat every project like it’s your own and be reliable—no one’s going to push you but yourself. Curiosity is also essential; it drives you to keep learning, to question things, and to innovate. Financial awareness is another big one. I think creatives sometimes shy away from the money talk, but staying on top of your finances is crucial if you want longevity. And above all, adaptability—this industry changes constantly. The ones who thrive are the ones who learn quickly and pivot when needed.
What’s the biggest challenge of being a business owner, and how do you navigate it?
For me, the biggest challenge has always been maintaining balance. When you own a business, there’s no “off” switch. You could easily work 24/7, but that leads to burnout. I learned the hard way that setting boundaries is essential for your mental health and the health of your business. Now, I’m really intentional about how I plan my days, making sure there’s space to step back and recharge. Creating that structure is crucial—it lets me show up at my best, not just for clients, but also for myself.
What’s your secret to staying focused and avoiding burnout?
My approach is all about planning ahead but staying flexible. I make my to-do lists a day or even a week in advance, which keeps me organized and on track. But I also don’t push myself just because I think I should be working. If I have a free hour, I might take a walk or meet up with a friend—whatever fills my cup at that moment. It’s easy to get caught in the “hustle” mentality, but real productivity comes from knowing when to push and when to take a step back. I’ve learned to respect my own rhythms.
How do you handle challenges as a business owner?
Challenges are a constant, but I’ve found the best way to tackle them is with structure, accountability, and openness. Staying organized helps you break down even the biggest hurdles into manageable steps. And being accountable—knowing that if you don’t do it, nobody will—keeps you on your toes. But perhaps the most important thing is being okay with asking for help. There’s a lot of pressure to seem like you have it all figured out, but the truth is, nobody does. Leaning on a support network and asking questions keeps you moving forward, even when things get tough.
“We’re like a family, and everyone knows they can bring ideas, feedback, or even personal struggles to the table without fear of judgment. It’s that feeling of being heard and supported that keeps our team strong.”
How do you create a good company culture?
Company culture for me is all about open communication and a supportive environment. We’re like a family, and everyone knows they can bring ideas, feedback, or even personal struggles to the table without fear of judgment. It’s that feeling of being heard and supported that keeps our team strong. At the same time, we know how to get down to business—we’re a blend of empathy and professionalism. Building a culture like that means creating a space where everyone feels valued and can thrive.
“Don’t be afraid to ask. Seriously—so much of mentorship is just about being proactive. Reach out to people you admire, and be specific about why you want to connect and what you hope to learn from them. Instead of a vague “coffee chat,” frame it with an intentional question or topic in mind. ”
Any advice for young professionals seeking mentorship?
Don’t be afraid to ask. Seriously—so much of mentorship is just about being proactive. Reach out to people you admire, and be specific about why you want to connect and what you hope to learn from them. Instead of a vague “coffee chat,” frame it with an intentional question or topic in mind. Also, put yourself out there by going to events, networking, and participating in industry conversations. The worst thing that can happen is someone says no, and the best thing is that you build an invaluable connection.
Do you think formal education is necessary for this field?
Formal education definitely helps, but it’s not everything. What matters more is your determination to keep learning and your willingness to take risks. Most of my real knowledge came from hands-on experience, making mistakes, and figuring things out on the go. If you don’t go the traditional route, you need to be disciplined—self-study, get internships, surround yourself with mentors. In this industry, it’s about how you apply what you learn, not just what’s on your diploma.
What advice would you give to someone wanting to start their own agency or business?
“Make sure your finances are solid right from the start. Cash flow is the backbone of a sustainable business, and having a good handle on your financial health will prevent a lot of stress later. ”
First and foremost, know what you’re getting into—running a business is a mix of incredibly rewarding and incredibly tough moments. You need to love it enough to push through the ups and downs. Make sure your finances are solid right from the start. Cash flow is the backbone of a sustainable business, and having a good handle on your financial health will prevent a lot of stress later. Lastly, have a support system. This journey isn’t something you should do alone—whether it’s mentors, co-founders, or friends, having people to lean on will keep you grounded when things get challenging.
Any last words of wisdom?
Whatever path you take, make sure it’s something that truly sets your soul on fire. If it doesn’t excite you or makes you happy is it really worth it? So make sure you do something that sets your soul on fire.
