"Becoming a mother, staying a woman - and doing it in style!"

in conversation with Elina Penner

Elina Penner, the author and director of the online magazine, surprises us with her refreshing honesty.@capitalmutti how, as a mouthpiece for new mothers, she decides freely and independently about her life and finds her very own style with fun and ease.

Part of our philosophy is to use our planet's raw materials responsibly, inspiring people to embrace sustainable fashion and contributing to positive social change. This passion connects us with people, like Elina, to help them go their own way, live relaxed and develop freely.

"My humor is deep black"

Givn Berlin: As an author and blogger you write a lot about others, how would you describe yourself?

Elina:
I have to think about what actually comes to mind spontaneously and honestly first. Depending on the context, I like to emphasize my migration background and list the different aspects of it: that I am an ethnic German immigrant, that Plaudietsch is my mother tongue and that I am Mennonite, even if I am not part of a congregation. I would certainly emphasize that I laugh a lot and love to laugh, and about just about any topic. My humor is deep black and this is also reflected in my debut novel 'Night berries' deutlich. Aber mein allgemeiner 'outlook on life'  ist eher so buttergelb, wie ein glückliches kleines Gänseblümchen. Vielleicht liegt es daran, wenn man schon mal ganz unten angefangen hat, dann kennt man das schon, das macht mir keine Angst. Ich lebe sicherlich nach einem Höher, Schneller, Weiter Prinzip und müsste eher mal lernen, zu chillen. Sehr oft habe ich mich selbst als Arbeitstier bezeichnet und das stimmt schon, ich jongliere viele Karrieren und Verantwortlichkeiten parallel. Ich würde mich niemals in einer klassischen Vorstellungsrunde als Mutter bezeichnen oder über meine Kinder sprechen, auch wenn ich das ja bin. Doch Mutterschaft ist Teil meines Lebens, nicht meiner Persönlichkeit. Ansonsten, bei einer Markenkernanalyse wurde ich als 'Ruhrpott-Beyoncé' ausgezeichnet, ich kann mir kein schöneres Lob vorstellen.

"Capital city moms love fancy sh*t, are good at partying and vote."

Givn Berlin: "Capital city mom" is one of the biggest mom blogs in Germany, but who is this main city mom and what makes her tick?

Elina:
This capital city mom is so incredibly diverse, but we often come to a common denominator Occupation resp. Gainful employment. Mütter, die durch Mode, Kunst, Kultur, Reisen, gutes Essen, nice Drinks ihr Leben leben und genießen. Da geht es nicht um Trendsetting oder bei Trends mitmachen, sondern eher auch die Suche nach dem nächsten zeitlosen 'Ding'. Ich kaufe mir doch keine Tasche, weil sie diese Saison in ist, sondern weil ich sie auch in fünf Jahren noch abfeiern werde. Diese Hauptstadtmutti rollt mit den Augen, wenn sie das Wort 'Fremdbetreuung' hört, weil sie weiß, dass Kinder großziehen ein Dorf benötigt und kein Problem damit hat, über Kinderbetreuung - egal wann - zu nutzen und über Nacht wegzufahren. Dass man das überhaupt noch betonen muss … Wenn sie in einer heteronormativen Beziehung mit dem Baby-Daddy ist, dann ist dieser Daddy auch mehr als involviert. Das alles hört sich sehr nach 'Independent Women' an, aber vielleicht ist es dann auch so. Hauptstadtmuttis lieben fancy sh*t, können gut feiern und gehen wählen. Sie bilden sich weiter, kümmern sich um ihre Finanzen und sind auch mal down und fertig, so wie wir alle, aber dann geht es auch immer irgendwie weiter. 

Givn Berlin: If we zoom out a little, what do you hope to achieve with your work?

Elina:
Quite dramatically: I wish that women would learn to accept themselves or that the patriarchy would collapse and society would leave us alone for a change. Both with my texts and with my Book I would like to draw attention to the migrants in our country, of whom there are now very, very many. We are bosses, we start businesses, we raise children and we have a history of migration. These are opportunities, not just problems. I would like to see order lists and editorial teams in this country become more diverse.

"I was never really interested in the club scene and as a beer drinker, I don't need a fancy bar - a Späti and a view of the water will do."

Givn Berlin: Is there a favorite place in Berlin for you, where and why?

Elina:
I'll probably stay Team Moabit forever, even though I loved living in Bergmannkiez. You can make me very happy with a beer garden and Moabiter Freiheit and Zollpackhof are really good (both are virtually runaway-proof for small children). I've never really been interested in the club scene and as a beer drinker I don't need a fancy bar, a Späti and a view of the water will do.

Givn Berlin: What is quality, in terms of fashion, for you?

Elina:
To be honest, I buy second-hand almost exclusively. The classic granny blouses (I say that with love) just last forever. But many of my jumpsuits and skirts are also from department stores from the 80s or 90s, you can't compare them to anything else. For me, the quality of fashion has unfortunately declined a lot. Why is that? With my size 42, I'm also an XL for most labels, which are usually sold out or not produced at all. That makes me angry because I would still describe myself as average! How are others from a 44 onwards supposed to feel? When I buy something new, it has to be sustainable if possible. Of course I pay attention to the look first, but the workmanship, the fit and the feel on the skin also have to be right. Parents know what I'm talking about when I say that clothes have to be suitable for everyday wear.

Givn Berlin: Which event are you particularly looking forward to this summer?

Elina: In the summer? Phew. If Beyoncé doesn't spontaneously go on tour, I'm looking forward to my own readings. The premiere was on 30.3. in Berlin. This year is my Book simply the determiner.

Givn Berlin Blusenkleid NATALIA aus LENZING™ ECOVERO™ Dress Midnight Blue / White (Checked)
Givn Berlin Blusenkleid NATALIA aus LENZING™ ECOVERO™ Dress Midnight Blue / White (Checked)
Givn Berlin Blusenkleid NATALIA aus LENZING™ ECOVERO™ Dress Midnight Blue / White (Checked)
Givn Berlin Blusenkleid NATALIA aus LENZING™ ECOVERO™ Dress Midnight Blue / White (Checked)
Givn Berlin Blusenkleid NATALIA aus LENZING™ ECOVERO™ Dress Midnight Blue / White (Checked)
Givn Berlin Blusenkleid NATALIA aus LENZING™ ECOVERO™ Dress Midnight Blue / White (Checked)
Givn Berlin Blusenkleid NATALIA aus LENZING™ ECOVERO™ Dress Midnight Blue / White (Checked)
Givn Berlin Blusenkleid NATALIA aus LENZING™ ECOVERO™ Dress Midnight Blue / White (Checked)
Givn Berlin Blusenkleid NATALIA aus LENZING™ ECOVERO™ Dress Midnight Blue / White (Checked)
Givn Berlin Blusenkleid NATALIA aus LENZING™ ECOVERO™ Dress Midnight Blue / White (Checked)
Givn Berlin Blusenkleid NATALIA aus LENZING™ ECOVERO™ Dress Midnight Blue / White (Checked)
Givn Berlin Blusenkleid NATALIA aus LENZING™ ECOVERO™ Dress Midnight Blue / White (Checked)
Blouse dress NATALIA from LENZING™ ECOVERO™ - Midnight Blue / White (Checked)

Blouse dress NATALIA from LENZING™ ECOVERO™ - Midnight Blue / White (Checked)

Givn Berlin Sweatshirt HEDI aus Bio-Baumwolle Sweater Butter
Givn Berlin Sweatshirt HEDI aus Bio-Baumwolle Sweater Butter
Givn Berlin Sweatshirt HEDI aus Bio-Baumwolle Sweater Butter
Givn Berlin Sweatshirt HEDI aus Bio-Baumwolle Sweater Butter
Givn Berlin Sweatshirt HEDI aus Bio-Baumwolle Sweater Butter
Givn Berlin Sweatshirt HEDI aus Bio-Baumwolle Sweater Butter
Givn Berlin Sweatshirt HEDI aus Bio-Baumwolle Sweater Butter
Givn Berlin Sweatshirt HEDI aus Bio-Baumwolle Sweater Butter
Givn Berlin Sweatshirt HEDI aus Bio-Baumwolle Sweater Butter
Givn Berlin Sweatshirt HEDI aus Bio-Baumwolle Sweater Butter
Sweatshirt HEDI organic cotton - Butter

Sweatshirt HEDI organic cotton - Butter

Givn Berlin Strickjacke ESTELLE  aus Bio-Baumwolle Cardigan Dark Rose
Givn Berlin Strickjacke ESTELLE  aus Bio-Baumwolle Cardigan Dark Rose
Givn Berlin Strickjacke ESTELLE  aus Bio-Baumwolle Cardigan Dark Rose
Givn Berlin Strickjacke ESTELLE  aus Bio-Baumwolle Cardigan Dark Rose
Givn Berlin Strickjacke ESTELLE  aus Bio-Baumwolle Cardigan Dark Rose
Givn Berlin Strickjacke ESTELLE  aus Bio-Baumwolle Cardigan Dark Rose
Givn Berlin Strickjacke ESTELLE  aus Bio-Baumwolle Cardigan Dark Rose
Givn Berlin Strickjacke ESTELLE  aus Bio-Baumwolle Cardigan Dark Rose
Givn Berlin Strickjacke ESTELLE  aus Bio-Baumwolle Cardigan Dark Rose
Givn Berlin Strickjacke ESTELLE  aus Bio-Baumwolle Cardigan Dark Rose
Cardigan ESTELLE organic cotton - Dark Rose

Cardigan ESTELLE organic cotton - Dark Rose

Givn Berlin Sweathose LARA aus Bio-Baumwolle Trousers Muddy Brown
Givn Berlin Sweathose LARA aus Bio-Baumwolle Trousers Muddy Brown
Givn Berlin Sweathose LARA aus Bio-Baumwolle Trousers Muddy Brown
Givn Berlin Sweathose LARA aus Bio-Baumwolle Trousers Muddy Brown
Givn Berlin Sweathose LARA aus Bio-Baumwolle Trousers Muddy Brown
Givn Berlin Sweathose LARA aus Bio-Baumwolle Trousers Muddy Brown
Givn Berlin Sweathose LARA aus Bio-Baumwolle Trousers Muddy Brown
Givn Berlin Sweathose LARA aus Bio-Baumwolle Trousers Muddy Brown
Givn Berlin Sweathose LARA aus Bio-Baumwolle Trousers Muddy Brown
Givn Berlin Sweathose LARA aus Bio-Baumwolle Trousers Muddy Brown
Givn Berlin Sweathose LARA aus Bio-Baumwolle Trousers Muddy Brown
Givn Berlin Sweathose LARA aus Bio-Baumwolle Trousers Muddy Brown
Organic Cotton Sweatpants LARA - Muddy Brown

Organic Cotton Sweatpants LARA - Muddy Brown

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"At Work"

In Conversation with Mickey Mouse

To make your blog an effective sales machine, integrate your product into your content in a way that doesn't scream BUY, BUY, BUY. Here are five steps to provide relevant information and eye-candy to lure readers in and help convert blog posts to sales receipts.

Images: Mick Rock
Words: Theo Adorno

Many companies spend lots of resources and effort to create a blog that supports their business, particularly the sales process. Yet many corporate bloggers complain that while blogs contain relevant information and attract visitors, they can't track how their blog has influenced sales. Social media has raised customers' expectations about the information they need before they purchase. If your blog content is relevant to prospects' and customers' needs before and after purchase and your products deliver on their promise, you can convert your blog into a sales machine.

3 cs of using your blog to sell

Content. Provide useful, educational and entertaining content. Present information based on your product offering and customers' problems or needs.

Context. While your end goal is to sell, consider the context of your blog posts. Here, you're a tour guide through your firm's extended offering - not an auctioneer. Your job is to show readers how to use your firm's products.

Commerce. Once you've given your readers useful information in a meaningful setting, they may be interested in actually plunking down their credit card. Unfortunately, here's where many business blogs stop. Blog editors, familiar with their company's e-commerce site and how to find specific products, can assume readers innately know how to find the product or have the motivation to track it down. Don't get me wrong. Some very small percentage of prospects will go to extreme efforts to find the product. Unfortunately, the rest will just leave or worse go to your competitor.

Ways to convert your traffic to sales

To make your blog an effective sales machine, integrate your product into your content in a way that doesn't scream BUY, BUY, BUY. Here are five steps to provide relevant information and eye-candy to lure readers in and help convert blog posts to sales receipts.

Provide useful, relevant information. Show prospects how to use your product, give them instructions or how-tos, and/or entertain them.

Showing making procedure is a good way to guarantee product quality

Include a variety of different forms of content. Photographs and videos are particularly important because readers tend to be visual and want to see your product in action.

Get customer attention by clean visual and video

Make it easy to buy by eliminating stumbling blocks to purchase. Don't assume customers know which item you're talking about in your post. Provide a link directly to the product page or just link the product to your blog so they can buy if they want. If it relevant give readers more than one way to get to the product.