TAJ Heritage Collection | Photo by: Nanda Hagenaars | Model: Patty Luijt

TAJ Heritage Collection | Photo: Nanda Hagenaars | Model: Patty Luijt

During the launch event of YUNIT we came in contact with the founders of a jewelry brand called TAJ (Trouw Aan Jezelf). TAJ is founded by Choanou and Shardey Aalders, two amazing women who are also sisters. These sisters shared a vision and started designing their own jewelry collection. After that, they’ve set up a silversmith workplace in Bali led by, of course, women! A beautiful story which needed to be told, so soon after we met, we made a plan to get the brand under the attention of several editors and influencers. For the founders of TAJ it was very important to get feedback on the collection as well, so we’ve made a little tour visiting several editors, bloggers and influencers. After many appointments and sending out press materials, we’ve made the first step informing media about this amazing brand led by even more amazing women. Some of the results can be found here and you can visit their blog and online shop for even more inspiration and off course to get your own TAJ jewel! Their new Heritage Collection is available from August 18th.


About TAJ Amsterdam /
Taj is a Dutch lifestyle brand that has been designing unique, sustainable jewelry with a story since 2013. And what a story it is. Dutch design, created by two free-spirited sisters and handmade with love out of the finest, recycled silver & gold under fair circumstances on Bali. Taj is a melting pot of ideals and cultures and a passion for design, sustainability and development cooperation.
Our pieces are a bold brew of Dutch design and traditional Balinese craftsmanship. Each piece of jewelry has its own unique product-story and ‘go-to quote’ that remind you of a life’s philosophy, personal message or feeling. Also, each piece of jewelry is a talisman for the basic ideal of Taj: live life true to yourself, cause nobody can be you better than you. Hence our name: Taj [t-a-sh] (noun & verb) Sanskrit for jewel and short for ‘Trouw aan jezelf’, which means ‘True to yourself’ in Dutch.

Another Taj ideal is that everything is better when shared. That’s why we donate part of our revenue to charity : an orphanage in Bali and the Dutch project ‘Tree of life’ that plants trees in Togo, West Africa. Taj now plants several trees a month.
Because Taj loves mother earth –the people, the animals, the mountains, the oceans and forests– Taj aims to leave a minimal carbon-footprint. That is why all our jewelry is made from recycled silver & gold. We call it ‘tree-hugger-glamour’, and wouldn’t have it any other way.


BOOMlamp | www.hello-boom.comDrawn from a young age to design, designer Erwin Slierings has developed a recognizable and distinctive style that developed into a unique product for the interior design market. He combined natures element with modern day components resulting into a lamp that as a base is existing out of a sourced plantation teak stem from Costa Rica then incorporated with the modern day touch of LED light strips that give it’s minimalistic look. It was essential for BOOM to have more brand awareness on the Dutch market, so we initiated a PR offensive that reached out to interior magazines, websites and bloggers. We achieved that by writing up a press release introducing the brand to the necessary media and influencers. We have also organized collaborations between BOOM and online media, bloggers the results were astonishing.


About BOOM /
BOOM is a young creative design agency which is focused on designing and manufacturing high quality design stem lamps existing out of 100% plantation teak sourced from Costa Rica. The unique and innovative designs of BOOM are a refreshing product and there goal is to continue to amaze the market with their unique designs. They want to keep their product as up to date as possible when it comes to energy saving lighting because of this BOOM is able to provide sustainable products now and in the future.


YUNIT campaign

YUNIT campaign | Photography by Meis Belle Wahr & Jip Merkies

During the summer of 2013 TEES was founded by Josine Castelein. She envisioned a tee wearable for both men and women. She developed this idea into practice and 1,5 year later she was selling at 30 retailers throughout the Netherlands but she felt it was time for something new. The collection expanded with more designs and TEES wasn’t covering the brand content anymore. A new name was necessary and so YUNIT was born to celebrate this we organized a press day at MAGAZENE in Amsterdam with editors, stylists and journalists. During the press day we liaised and had the opportunity to introduce the founder of Yunit to the well known photographers duo Meis Belle Wahr & Jip Merkies who were attending the event, what resulted in them collaborating on the new campaign of YUNIT.


About Yunit /
YUNIT’s designs are clean, comfortable and high quality with a eye for detail. The brand offers the perfect basics for both men and women. The regular fit of YUNIT is based on the anti-fit the rotating side seams, diagonal fabric direction and oversized shoulders create a comfortable fit. In the meantime the collection was completed with new designs including a sleeveless top and sweater. Prints were being added to the designs but to maintain the clean aesthetic they chose for dotted prints and stripes.