Sisters Loes en Lenne started their own fashion brand in 2016 by making choker necklaces of vintage men ties. This became a success and one year later they introduced their first womenswear collection “Double Vision”. MTM PR was asked to assist on PR and reach out to a select group of influencers to help promote this collection. The result was outstanding! ELLE and Grazia picked up the collection straight away, famous tv presenter Nellie Benner and sport & health expert and editor in chief of Jip Isabel de Jongh were very enthusiastic about the brand and promoted the Søster collection on their Instagram pages. A few weeks later the menswear collection was launched and even before this collection was launched we already had a fan; Tim Hofman. With influencers like this spreading the news, we can expect a lot more for the following seasons.



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.