A flower among the flowers. Faced with the storefront of My Lima in the Frederikstraat in The Hague, the wife of Prince Constantijn of the Netherlands poses with his daughter, dressed in a top with a spring spirit matching the flowery ark installed in front of the door. The meeting place was not chosen at random. A little over a year ago, in February 2024, Eloïse d’Orange-Nassau launched his first second-hand clothing store. A project inspired by his mother.
A family adventure
“At one point, we become aware of all the beautiful things we have and we have not worn. Because they have been beautiful for twenty years, but that our body has changed, for example. I wanted to transform this unused capital into something good.”, Said Princess Laurentien to the inauguration of My Lima. On the shelves of the Hague store, it is therefore possible to find parts worn by members of the Dutch royal family but also carefully selected donations. “We are now only stick to the brands that are in the medium-high range segment,” said Eloïse in an interview for The Hague FM.
For a good cause
Surrounded by his mother and his partner Thomas Latcham, the niece of King Willem-Alexander was a great success. After only a month of opening, she was able to donate 20,000 euros to the three associations with which she works. No salary is indeed donated to the young woman or to the princess, all the benefits of sales being redistributed for the benefit of different causes.
A year later, donations amounted to 65,000 euros and the concept already extends. In the same street as the first shop, another My Lima brand, this time dedicated to men’s clothing, was born. A great success celebrated this Saturday, April 12 with family.
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