Started as negotiator in the health sector, but made a switch to marketing and product development. Made a fast career at Achmea. When I was 35 I was one of the directors at Achmea. I did a lot in M&A and business integration.
In 2004 I started my own company in consultancy and interim management. Did a lot of jobs. Sometimes board room advice, sometimes interim executive management. Themes were shifts in the market, e-commerce and business transformation.
In 2014 my business partner started Elements of Freedom, a fashion label for women, beneath our existing business. In 2019 the real launch was made.
Elements of Freedom is a fashion label with a clear target group. Women in the age 30 - 60, working, educated and choosing their own path. Key values are Freedom & Responsibility. Made in Portugal and Italy with natural, sustainable and circular materials under good labor conditions. Sold via DtC and retailers. Own brandstores in the Wolvenstraat (9 Streets) and Utrechtsestraat in Amsterdam and the Denneweg in The Hague.
Nominated for the Dutch Sustainable Fashion Award in 2018 and the Green Product Award in 2020z Won the German Design Award in the category Lifestyle and EcoFashion in 2021.