Meet the Team
Selma just loves jewellery…
When she was only a tiny Selma, she found herself in her mothers gemstone store admiring all the beautiful earrings and necklaces her mother made. She very quickly learned how to recognise the right qualities and how to hand make the most beautiful creations. This is why starting Primrose was the obvious choice for her.
To her every piece she makes represents a story. This is the biggest joy she gets from working with jewellery. Wondering what beautiful adventures all her creations are going to travel to next. She believes you create your own stories in your life, and you can create your own beautiful world… this belief is what she puts into every piece she makes 💗
Selma loves going out on a warm summer day and wandering the lovely Amsterdam streets and parks. Her favourite food is sushi and her favourite movie is The Notebook (she cries every time she watches it 🙈).
Selma’s favourite piece is the Golden Wing Earring because to her it represents the freedom to fly away and begin your own adventure 😊
If you have ever asked us a question the chances are very high you already know Maud. She is always ready to help and is in charge of order fulfillment and customer support 🤗
She has an amazing talent for working hard and fast. Also her tenacity makes it so she will never stop until the job is done. We absolutely love Maud ❤️
Besides her many talents at work she is also skilled at winning pubquizes, hacking Ikea furniture and singing karaoke (of course she owns her own karaoke machine 🎤🎶💃). Recently she picked up knitting and is working on a nice scarf for winter 🧣
Two of Mauds new acquisitions are a wonderful boyfriend and an old timey vinyl record player. She is rather in love with both of them 😋
The piece she likes the most is the Golden Snake Earring because: “Duh, look how cool it is rocking in my ear right now” 🤟
Jill is the amazing purple haired jewellery queen at Primrose. She has a wonderful daughter and husband, whom she loves to bits 😍
She has mastered the art of working with precious metals and became known for her amazing talent for precision. That is why she works side by side with Selma on all the new designs. Her amazing eye for details always saves the days when those tiny, but super important, changes can make all the difference ⭐️🔍
She loves spending hours with the jewellery, polishing and treating them gently until they are just right. Her love for your jewellery is what makes them so shiny and pretty when you wear them ✨
Jill loves music, always has a tune in her head and above all else, still plays, buys and cherishes her ever growing collection of good old fashioned CD’s and vinyl 💿 🎶
Jill her favourite earring is the Shiny Opal Hoop because if you look close enough you can find every single colour of the rainbow inside it. Just like life, if you look close enough you will find beauty and colour hidden in even the smallest of things 🌈 💕
Britt loves the city 🏙😍
She moved to Amsterdam a few years ago and now lives with her boyfriend in an elegant apartment near the centre. In the weekends they love going for a walk in the park or sitting down in their favorite bakery for a quick snack 🥐☕️
At Primrose Britt is in charge of many of the crafting steps that go into the handmade beauties. She always has a positive attitude and is super fun to be around.
Britt her favorite movie is Interstellar 🚀 Her favorite series, Game of Thrones 🐉 and favorite food… Sushi 🍣
She is currently working on an impressive vintage ring collection that is making Maud jealous on an almost daily basis 🙀
Her favorite earring is the Honey Swarovski Earring because it looks really classy and chique 💕
Yvana simply loves the sunshine and warm weather ☀️ Since Amsterdam is often rainy or cloudy she turned finding moments of sunshine into a true passion 😎
At Primrose she is involved with almost every step your beautiful jewellery makes. She has a talent for making earrings, wrapping up our little gift boxes ready for shipping and even modeles for our photoshoots sometimes 💃
She loves reading, learning and listening to music. Also she has a very soft spot in her heart for Italian cuisine. Especially bruschetta, with some fresh olive oil and basil leaves… nom nom nom 🍞 🍅🌿
Yvana dreams of getting a Mini Countryman and driving through the gorgeous Italian countryside on a sunny summer day 🇮🇹
Her favorite earring is the Golden Dragon Earring, mostly because it is both a bold statement piece and super detailed and delicate at the same time 🐲
Anita celebraties every single day, because life is a beautiful adventure you should cherish and enjoy every second 🥰
Some of her favorite things are dancing with her 3 year old son, going for walks with her husband, eating delicious ice cream at the Italian place across the street, winding down with some yoga and taking a nice long bath 💃🧘♀️🛁
At Primrose Anita keeps her eye on all things practical. From making sure the pretty pink jewellery boxes are in supply to buying pastries for everybody on special occasions. Anita is also in charge of shipping and handeling. It is because of her that your package gets to you so quickly after ordering 🚀
Already before Anita started working at Primrose she was super into jewellery making. She takes special classes with Amsterdam based goldsmith where she learns the secret craft and precision that goes into handcrafting jewellery from scratch.
Her favorite earring is the Sparkling Opal Hoop because it instantly elevates your look with classical beauty, grace and refined elegance.
Ambrien is a strong supporter of making a positive change in the world. She is most actively involved with anti racism and the promotion of women’s rights. With a group of others she leads the Cat Calls of Amsterdam movement trying to put a stop to the casual abuse of women 💪
For Primrose Ambrien works as a specialist at photography. She really enjoys making beautiful pictures and loves taking the time to get a shot just right 📷✨
On top of that she also helps out with making the earrings and puts the same amount of care and attention in your jewellery as she does with her photography 🤗
One of Ambrien her funny quirks that she can do an absolutely spot on impression of Stitch from Lilo and Stitch. Her sister Sara does not like this at all but her mother and sister Rubina can’t get enough of it. She is able to keep them entertained for hours this way.
Her favorite earring is the Emerald Chain Earpin because the chain makes it stand out from other earrings and the beautiful deep and dark emerald green just keeps you captivated.
If you ask Zara her grandma, Zara looks a little bit like a Christmas tree. This is because she just loves decorating herself with lots and lots of earrings. This is also why she fits in at Primrose so well. Because we all like putting in more earrings than may be reasonably considered as normal 😂
Some of her favorite activities are finding and upgrading treasures from the thrift store, spending hours on Pinterest and going to the gym with her lovely boyfriend 🏋️♀️
At Primrose Zara makes a lot of the jewellery and loves packaging them in their pretty little pink boxes just for you. She has a meticulous eye for detail and has also has become known for being super fast in her work without losing the precision.
Her favorite earring is the Star Drop Earpin. She loves wearing it when she dresses up for a nice dinner or when she goes out dancing with her boyfriend 💃🕺💕
Being sporty is what would describe Roos well. Whether that’s playing field hockey, going to the gym or getting fit while shopping. Because that can be a sport too, you know?! But there’s one thing Roos loves most of everything: her mom. Awww! 🥰
Within Primrose she’s the one who’s always ready to help you whenever or for whatever. Nothing is too much to ask! That’s a super valuable character trait to have, that we really treasure. Besides that she knows a lot about precious stones, since she collects those at home. A hobby that really comes in handy when working here 😇
Knowing this, it isn’t a surprise that her favorite earring is basically every golden earring with an opal✨ She can’t have enough of those! Just one last fun fact: she hates oysters. Oh well, not everyone likes a mouthful of seawater 🤣
Who is that reading a novel (Verity) on the beach? Of course it is Liv! She simply loves the beach, both for reading her favorite books and hanging out with friends and watching breathtaking sunsets 🌅
She is always friendly and kind, but her closest friends say she has a very dark side when she gets hungry 😡🔪, but a quick snack usually fixes it, making her the nicest person you will ever meet again 🌸
At Primrose she works a lot with the delicate earrings and loves perfecting them into the tiniest details to make them absolutely stunning.
She already knew Primrose for many years because her sister Britt also works here. She is super happy to now also have her own job at Primrose and loves working with her big sister 🥰
Her favorite earring is the Soft Pink Hoop Pearl Earring Soft Pink Hoop Pearl Earring, because she is absolutely in love with pearls. For her they symbolize how nature and beauty are truly the same thing.