Women Behind the Brand: Val en Rose from OU.

It started with a brilliant idea: selling the pearls from the 9 Streets online so you didn't have to struggle between swerving cycling tourists and selfie-taking Instagrammers in our picturesque shopping area. Because Val and Rose know how to appreciate luxury, they also arranged a service where orders were delivered to your hotel the same day. The wonder duo, who always beautifully showcase their items themselves, wanted more. 9straatjesonline became OU. Boutique Stories, where they sold a selection of their favorite goods. And oh, inspired by Pippi Longstocking's ’I've never done it before, so I think I can‘ they suddenly started their own line, called OU. OU. is the heart of the word boutique and also means ‘where’ in French. Well, ‘here’ is where you need to be: dresses, shoes, sweaters, denim; name it and they have it. And clothing calls for a jacket, so they found ‘boutiques’ in the coolest places in the country. Latest achievement: their own store in the Cornelis Schuyt. But how?

Dear Val and Rose, you are always cheerful, overflowing with ideas, and give the impression that you run your empire with a glass in hand. Is the daily reality like that too, or is it just hard work?
‘I think the truth lies somewhere in the middle. I'm sitting here with a glass in my hand during this interview while Roos is struggling with invoices, HR, and website issues. Entrepreneurship is hard work, that's a fact. Once one hurdle is finally overcome, the next one presents itself. Older and wiser, we try to enjoy this challenging journey and continue to work hard for that ultimate destination: an OU.-house in Ibiza where we can retire, haha.’

What does an average workday look like for you?
We start with a glass of Chardonnay... A workday looks something like this, I'll describe my day for tomorrow: At 9:30 a.m. a design meeting at Fosbury & Sons, I will also brief an artist for the latest prints, then a fitting for the high summer drop, after that the standard design meeting where we review progress and compare styles, constantly checking if we are on track, if we are happy with the developments, if we are missing anything, those kinds of things. After that, we have a marketing meeting with our marketing lady who just calls in from Morocco because she is there for two months. That all works and it's wonderful.’

When I started Amayzine, I wanted to show ‘real’ women. Not that models aren't real, but I wanted to be able to recognize myself in someone instead of seeing very expensive clothes on a flawless 16-year-old girl. I feel this also touches on your philosophy, tell me.
‘Yes, totally. Not that we all planned it that way, but the fun part is that it just worked super well when we showed something of our designs ourselves. It's actually so strange that you have an idea, a design, a story, we do everything ourselves, all fittings, from fabric to print, from button to zipper, and then suddenly you pay an 18-year-old girl to show your dress to women of (among others) your own age... We want to create and share from our own work wardrobe, vacation suitcase, or party with dress codes. We want to show that story ourselves. You're never too old.’

Meeting Rose was one of those I-know-what-you-wore moments. Our husbands worked together and a ‘double date’ was planned. Something I was looking forward to in this case because I already admired 9straatjesonline, but meeting Rose was really one of the best evenings of the year, especially because she texted a photo of an empty schoolyard the next day. She had forgotten the study day, just like I often do. How do you combine work and motherhood?

At first, that was quite challenging, but after a period of a lot of stress, we both decided that the kids come first and that we won't let ourselves go completely crazy. Then the idea of weekends, evenings, and Wednesday afternoons came back. Nice that we both feel that way. Trying to maintain balance and occasionally cursing, racing, and ordering pizza because otherwise, it doesn't work. The combination of being able to work well and do fun things with your children is really great.’

We have a lot in common. Your symbiosis resembles that of Daan and me. Where work and friendship marry, it feels a bit like that. How did you meet each other and when did you think: we're just going to do this together?
‘The fun part is: we knew each other, but we weren't friends. Rose had the idea to set up an e-commerce platform for the 9 Streets shopping area. She came to me, I was working as a creative/concept developer to help her with a name, identity, logo, etc. But from one brainstorming session came another, I was mega enthusiastic about everything, and before we knew it, I was working full-time on this plan and we shaped it together. So we did start ‘business-wise’, which gives a good balance. That doesn't take away from the fact that we have also become good friends, but the basis at work is really business.’

I can imagine that the train just keeps going and you're already with your nose in next year's collection. But if you press pause and look back, what is something you think: well, we haven't done that badly?
‘Oh yes, good idea, the pause button, where is that, May? That wouldn't be so bad: looking back and being a little proud. The focus is always on what is coming and needs to come and that everything we make and share has to be super good. Launching our own brand OU. is definitely something to be proud of. The bar is set high: we want to keep getting better, we are getting bigger, we should celebrate our successes more often. But yes, that express train... And the to-dos keep rolling in.’

For those three women who don't know OU.: how would you describe your style in three powerful sentences?
‘HOW. can you not know OU., haha. At OU. we translate high-end fashion trends into ready-to-wear wardrobe solutions, whether it's about party dresses, business gear, or vacation looks.’

OU. is there for the on-the-go woman, the pace of her life as versatile as her identity. The OU.-woman really won't let anyone tell her what to wear.
Golden heels on the schoolyard, a jumpsuit to a wedding, a sweater at the office, and in vegan leather leggings to the grocery store. While she navigates all these roles, we stand by her side to solve all her style dilemmas. Because that is what Sisters dOU.

Valerie van der Meer, 45 years
Study: Psychology UvA
Work: Creative Concept Development, TV & Advertising CCCP (5 years)
Allround Creative (freelance)
Since 2011 9straatjesonline, OU. Boutique Stories & own label OU.
Half living together with boyfriend
Mother of 2 boys (Thijmen 12, Jonathan 14) and dog daughter Coukie 1.5

Rosanne Jansen, 46 years
Study: European Studies UvA
Work: Digital Media consultant Endemol International
Since 2011 9straatjesonline, OU. Boutique Stories & own label OU.
Lives in Amsterdam with husband Thijs Boon and daughters Bibi (13) and Tess (10) and dog Lou (2.5)