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 Opal North Star Earring 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 💕
Romana loves making things beautiful. That is why she owns her own beauty parlor. She only started a few years ago but already has a big group of regular customers now 💄💅✨
At Primrose she does a lot of the handwork involved with making the earrings and sending them out in their gorgeous little boxes, specially tailored for you 🤗
Half her family is from Greece and she goes to visit them as often as she can. Her father has a special talent with olive oil, so she always takes some home when she returns to the Netherlands 🫒🍃
Romana loves getting Sushi from a local shop and watching La Casa de Papel with her boyfriend 👺
Her favorite earring is the Sparkling Pavé Hoop because it is both bold and incredibly beautiful 🤩
Douae is our wise mama 🤓You can always contact her if you need any advice; she always knows just what you need to hear. She’s a real life-loving person and tries to make most of every day. Her favorite free time is spent with her family, as they are very close 💖
Within Primrose she’s known as being really creative. Fun fact: she even sometimes makes her own clothing! How awesome is that?! Here her creativity is shown in how she makes the earrings and the awesome ideas she has. Her creativity in combination with her positivity makes her the perfect colleague 🥰
Her favorite earring is the Opal North Star, but really any opal earring catches her eye. I mean, imagine eating sushi and laying on some exotic beach; then this piece is just the perfect accessory ✨ Never enough sparkle & glam for a girl like Douae!
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 🤣
Athletics is Mali’s great passion. She always strives for the best to improve herself. So if you see Mali riding around on her e-bike, there’s a good chance she’s on her way to the running track!
The fun thing about Mali is that she’s super social and comfortable with new people. So whenever there’s a new colleague, she will instantly make that person feel at home 💗 And she loves laughing. So that definitely makes her the perfect fit for Primrose, because laughing is what we do all day 😸
Mali’s favorite earring is the Delicate Opal North Star and her favorite food is creamy pasta with red pesto. Hearing this you can’t help but imagine her dining in Italy with a gorgeous dress and some lovely Primrose pieces, don’t you?! 😍