Hi Nina, Hi Anna! It’s so lovely to meet you. Can you tell us a little bit about your background — where you grew up, what you were doing before starting Anna + Nina, and where life has taken you since?
Nina: I moved to Amsterdam when I was 18 to study Fashion Management at AMFI. After an internship at Fabienne Chapot (then still called Fab.), I ended up staying on for four years. Fabienne became a good friend and mentor — working so closely with her taught me a lot about production and what it means to build a business. That’s where the entrepreneurial spark really began.
Anna: I started out in PR at Ganbaroo, and after building a strong network there, I moved into marketing at Maison de Bonneterie. Nina had experience in sales and production, and I brought marketing and PR to the table.
“A match made in heaven.” – Anna
You started this journey as friends. How did your friendship evolve into a business partnership?
We were neighbors before we were business partners. It was like living in our own little Melrose Place — doors always open, dinners and drinks all the time, spontaneous house parties. That atmosphere created so much trust and creativity. One night, we just started talking seriously about building something together — something that brought both our worlds together.
“We lived in a Melrose Place situation, our doors were always open… and one day we started brainstorming about starting a business together.”
Our friendship laid the foundation. That ease, that trust, the fun — it made everything else feel possible.
Let’s talk beginnings. How did Anna + Nina first come to life?
We were young — 23 and 25 — with no kids, no big obligations. We had a little bit of naivety, a lot of energy, and nothing to lose.
“We were a bit naïve, and had nothing to lose, so we just did it.”
We believed in the potential of the jewelry space. Jewelry is size-less, seasonless, and doesn’t require high volumes — we thought, this is a smart place to begin.
“Jewelry are size less, seasonless and don’t have high volumes. We thought, interesting business! Let’s go!”
We started importing a brand from Bali — Jewelry Rocks. It had a small following here, but it wasn’t enough. That’s when we decided to start our own agency — and Anna + Nina was born.
What has been the most beautiful part of building a business together?
We always say: the best part is doing it together.
“You share the lows but especially celebrate the highs.”
There’s a constant balance — two different brains, two different styles, but so much mutual respect. If we both believe in something, we usually run with it, and that’s when the magic happens.
“If we both believe in an idea/product it always becomes a success.”
But most of all, it’s fun.
“Having fun is something we still think is most important in keeping our business alive.”
That joy, that spark — it hasn’t faded. It’s what keeps Anna + Nina going.
The brand has grown so much — from online to beautiful stores. What has the journey felt like?
A total rollercoaster. There have been big wins, tough setbacks, and everything in between. But through it all, we’ve stayed close — with each other, and with our amazing team.
“The journey feels like a roller-coaster… lots of hard work and lots of fun with our team that feels like a family.”
We’re proud to still be independent. It gives us creative freedom — and we’re dreaming of launching a creative studio in the future, helping others shape their brands too.
As female founders, what have been some of the most challenging parts of growing your business?
When you grow fast, your cash flow becomes fragile. That created some stressful situations, especially early on. And navigating shocks like COVID and inflation has been hard. But we’ve stuck together, and that’s what’s gotten us through.
“This gave many stress full situations.”
Community plays such a big role in brand-building. Does that resonate with you?
Completely. Our friendship is the heartbeat of Anna + Nina, and community is its soul. The brand is rooted in real connection, storytelling, and a lifestyle that’s all about escaping the ordinary.
“Anna+Nina is deeply rooted in personal connection, storytelling, and lifestyle elements that escape the ordinary.”
One last question — what advice would you share with our community?
“Celebrate the everyday, turn moments into memories through detail, color, and curiosity — and try to escape the ordinary.”
