Siming Vautin

Meet Siming, founder of niconeco zakkaya and Loaf on Paper, the East Village and Williamsburg stationery shops and cafés known for bringing a little extra joy to everyday life. Drawing inspiration from her years living in Japan, Siming built her businesses around the idea that small details - a handwritten card, a beautifully designed notebook, a warm pastry shared with a friend can all create lasting memories. Through thoughtfully curated goods, cozy café moments, and an unmistakably comforting atmosphere, she’s created spaces that feel equal parts inspiring, creative, and welcoming.

You started niconeco zakkaya as an Etsy shop back in 2015. At what point did you realize it could grow into a physical space in New York City?

For me, it really came down to following where life was leading. I had reached a point where I felt stuck and needed a breakthrough from my daily routine. After years of building strong connections with customers through what we offer, I realized I was craving something more personal than just e-commerce. I believed in the vision and values behind the brand—I wanted to give it the space to reach its full potential and truly bloom.

For those unfamiliar, how would you describe the idea of “zakka” and what makes it so special to you?

The name “Zakkaya” comes from the Japanese word “zakka,” which refers to everyday items that enrich your home, lifestyle, and personal expression. To me, it’s these small yet meaningful details that can truly elevate daily life—shaping memories and sparking inspiration. As Charles Eames once said, “The details are not the details. They make the design.”

“Zakka” has deeply influenced my home, my surroundings, and my creative process as a maker. Without it, life would feel like a desert, missing the little moments of greenery that bring joy, warmth, and inspiration into each day.

What do you look for when curating stationery, gifts, and objects for the stores?

I trust my instincts when it comes to what aligns with our concept and the store’s aesthetic, while also keeping quality as a key factor in every merchandising decision.

There’s such a sense of nostalgia and comfort in both niconeco zakkaya and Loaf on Paper. What kind of feeling do you hope people leave with after visiting?

I hope people feel a sense of warmth and inspiration from all the whimsical little things we’ve thoughtfully curated with care and love. More than anything, I hope it creates a joyful connection and fosters a truly supportive community.

What’s one stationery item you think everyone should own?

A great pen makes all the difference! I personally reach for gel pens—they’re my go-to. We carry lots of fun, unique colors that make note-taking more enjoyable, and I truly believe the right tools can spark creativity.

Who are the women that inspire you?

The women who inspire me are those who don’t just work nonstop, but also make time to care for themselves and nourish their own needs. As an entrepreneur, self-care is often overlooked in a busy schedule—I used to compromise what made me happy quite a bit. But as I’ve gotten older, I’ve learned to prioritize myself more.

After pouring my heart and soul into this business for the past decade, I’m finally allowing myself to slow down and truly appreciate the journey. I’m very proud of where the business is today.

What does a typical day look like for you balancing both businesses?

I love slow mornings. I usually start my day with honey lemon water to hydrate, then have a light breakfast with my son. I’ll take a walk around the garden and check on my flowers—it’s always exciting to discover what’s bloomed overnight.

After dropping him off, I’ll either head to Brooklyn or to my studio. Since I now live upstate, my studio is much closer, while commuting to Loaf on Paper in Brooklyn takes about two hours.

Once I start my workday, I go through my to-do list while staying in touch with my team on daily operations—ordering inventory, responding to emails, creating new listings, and generally scanning what needs to be done for the day.

What are you most excited about right now for niconeco zakkaya and Loaf on Paper?

We’re really looking to focus more on workshops this year. It’s exciting—and incredibly rewarding—to see our customers learn new skills and build meaningful connections within a like-minded community.

If you were a color, what color would you be and why?

That would be blue—clear, calm, and expansive, like the sky.

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