Woman Behind the Brand: Simone van Trojen

When you talk about style, class, entrepreneurial spirit, intelligence, and oh yes, let's not forget looks, then with Simone van Trojen you have immediately filled the entire bingo card. Her LaDress, with the philosophy of the perfect outfit for every occasion, has been around for sixteen years and continues to grow. She started with a dress in four colors, now LaDress has an outfit for every occasion, whether it's a yoga session, a job interview, or a wedding.

Dress up, Dress down

Simone, sixteen years ago you started with that one perfect dress. Now I can draw a diagonal across your website and find something good for every occasion. How did that come about?
‘I started with a dress because it's such a versatile piece of clothing: whether you're going to work in the morning, dropping off the kids, or going out with them, and then later in the day going out to dinner or to a party: with a dress you can easily go in all directions: just change your shoes and bag and you're ready to go. Wonderful! That was the goal of the first dress. I always wear LaDress myself and after a while, you want something broader: pants, a sweater, a suit. But always with the guideline that you should be able to wear it versatile: every occasion, every moment of the day, so you get the most out of your clothing: the ‘dress‘ is now ’dress up, dress down in an instant‘ and a LaDress is more.

You previously worked at Endemol, something completely different. What made you decide to start LaDress?
‘I had left Endemol and was working in Den Bosch. We lived in Amsterdam, had two small children, it was hectic and I thought: how nice it would be if I had one dress that I could always wear. And that I could make that for all women, that everyone looks good and that everyone is happy with it. That I can take care of them all. And then in the beginning from home and flexible, so I can also spend time with my children (and not in the train or traffic). I had gone through a very turbulent period and thought: what do I have to lose? I discussed it with Bart (my husband) and he fully supported me, so then I took the leap.’

You are no longer solely responsible for the brand. You have business partners around you and you are also not always modeling for every expression. When did you think: I need wing people?
‘Actually already after about five years. The idea had grown into a company, we entered a different phase. For a few years now, we have been managing the company with my two business partners, Pieter de Ridder and Esther van Bezooijen. Pieter is the CEO. We have divided our tasks well and also overlap. We complement each other well, I am very happy with our collaboration. Success is so much nicer and more fun to share together, but also when things are going a bit less well or something goes wrong, it's much nicer to share that together, to put our shoulders to the wheel together. We have a small but really top team. The team feels like family.

We do it together and work every day: all from a different role, on one thing, namely taking care of our customers. Making them happy, that's what we do it for. And then it's also very nice that Lise, our daughter, works as a part-time employee in customer service and Beau, our son, helps with the sample sale and is now going to Italy with us. We have a shoot there, and he is coming along to help.’

What does an average workday of Simone van Trojen look like?
‘Busy, haha. I start early: reading emails, getting an overview – I am always up to date. Then towards the office: a lot of contact with the team: meetings, coordinating. I focus on the collection, the content, the website (e-com), marketing, and PR. And that is constantly switching. With Pieter and Esther, I discuss: are we doing well, are we going left or right, how do we approach this? Together we make strategic decisions. And of course, we consult with our partners: the online marketing agency, the PR agency, the photographer, and occasionally we do an interview or a photoshoot. It's never boring, that's for sure.

I would never ask for credits or anything, I would find that very uncomfortable.

You once told me that you want to wear your own label every day but that you sometimes go all out with a coat or shoes. You don't make those yourself, so you have to buy them from another brand. Which label makes your mouth water? And while we're at it: what was your last purchase?
‘A pair of beautiful boots from Isabel Marant, completely in love!’ Seeing a woman walking in LaDress seems to me a bit like a singer hearing their song on the radio. Have you ever tapped someone on the shoulder to tell her that you designed her dress?

‘Not to tell that, no! If it's not awkward, I do say how beautiful it looks, how gorgeous she is. I would never ask for credits or anything, I would find that very uncomfortable. But I really enjoy it when I see a woman in LaDress, I always find it very nice to see how they wear it, what they add to it.’

When you just started, I ordered a dress from you. I remember it was beautifully wrapped and there was a handwritten card with it. How do you ensure, 16 years later and so much bigger, that personal connection with your buyers?
‘Of course, we now have social media. I personally host the Instagram account; I really see all the messages and comments. And if I don't know the answer to a question, I ask if someone can contact customer service. There are people who find that very strange, but it's my way of really keeping in touch. And as a team, we also do our best to maintain human contact with our customers: we are reachable by phone, I notice that many brands are no longer like that. And when you call, you really speak to one of our employees, not a call center or anything. Customers are also welcome in our showroom, which is at our office, and we organize pop-up boutiques throughout the Netherlands. And then my other major contact point with customers is the sample sale. I run the cash register; it's so nice to see and talk to everyone then!’

You have been ill and are quite open about it on your Instagram account. How are you doing now and how has your illness influenced your way of working and your vision for the company?
‘I am mainly very grateful. Grateful that I was on time. Grateful for the enormous support and good care I received. I feel good now, but I am also aware that everything can suddenly be different. In the morning I get up early, preferably take a long walk, and try to be very aware of everything around me, the day that is coming. Not every day can be equally nice, there are also things that need to happen that may be a bit less pleasant, but I do try to enjoy every moment, just to be happy. I really enjoy my work and it inspires me because it is always different and I can express so much creativity in it. In addition, I like to spend a lot of time with my family, friends, and girlfriends, I try to read a lot, watch, travel, and continue to develop myself. And occasionally also take a moment to pause, to rest, but that's not my strongest point, haha. I try to embrace life in all its facets.‘

What is your favorite LaDress look for this autumn?
‘One of our black suits, one of our black wool coats, and then combined with one of our (coming soon!) black sweaters. In the evening, I switch my sneakers for high heels and the sweater for a nice blouse. Despite the fact that I find color so beautiful on other women, I prefer to wear black myself.’

‘Dream big, follow your passion, but don't assume it's simple.

What is your advice for women who want to start their own business?
‘Dream big, follow your passion, but don't assume it's simple. I once read a quote: ‘sometimes it takes years for a person to become an overnight success’. It's just hard work and that's fine. My mother's motto is: those who act out of passion have no work but a life. And she's right.’

I think in certain situations: what would Jackie do? Which women do you visualize when you need inspiration or an example?
‘My mother! I have so much admiration for her: always worked, took care of me, so loving, and she just has good taste. She remains my taste police; she comes from fashion and is more fashionable than I am. And the ‘je ne sais quoi’ and ‘joie de vivre’ feeling of Brigitte Bardot, with messy hair and dancing on the table. Or women like Sophia Loren, Catherine Deneuve, and Audrey Hepburn. And that dancing on the table: let's keep doing that too.’

There must be a woman you would love to dress in LaDress, who could it be?
‘There are quite a few, but if I have to choose one: Angelina Jolie. I love her style, she is a powerhouse, I admire how she dedicates herself to the world, and she is such a cool Lara Croft: fantastic.’