RE-connect: Femmes du Sud + Rubia

Collaboration is essential in the fashion business. Some brands and retailers even share a special bond. Karin Vink of Femmes du Sud and Mieke van Dommele of Rubia in Roosendaal have built a successful 13-year partnership. 'From time to time we brainstorm together.'

What makes your bond unique?

Karin: “Our collaboration with Mieke is more intense than with other retailers. A prime example is the unique fashion show Femmes du Sud hosted at Rubia two years ago. We try to do activities in the stores of our customers more often, but this show was quite unique.”

Mieke: “Annemiek, Karin’s business partner, is a local from Roosendaal, where our store is based. This gives us a stronger connection and has led to a significant following of Femmes du Sud in my store.”

Annemiek Buijs (Founder Femmes du Sud). Mieke van Dommele (owner Rubia) and Karin Vink (Founder Femmes du Sud)

How long has your partnership lasted?

Karin: “Femmes du Sud has existed for almost twelve years, but Annemiek and I sold accessories before that, such as jewelry, bags, and hand-knitted shawls. Mieke was already a customer at that time. Annemiek even made the shawls together with Mieke, thanks to their connection from Roosendaal.” 

Mieke: “We first met at the Flavourites trade show where Karin and Annemiek were showcasing their shawls and jewelry. It was a natural progression for me to start buying from Femmes du Sud given our previous collaboration. I only stock brands I truly believe in and love wearing myself.”

What's the secret to your successful partnership?

Mieke: “The personal connection. Karin and Annemiek share a lot and organize things for retailers. That's what makes them special.”

Karin: “Our long-standing collaboration is based on trust. From day one, Mieke believed in our collection. We often exchange ideas and discuss what works and what doesn't. It's a warm collaboration, based on respect. It goes beyond just buying and selling.”

Mieke: “Sometimes we brainstorm about trends and developments in the retail industry.”

Karin: “Just recently, we had an in-depth meeting with Mieke and Angelique from Butik in Alkmaar. By sharing knowledge and brainstorming together, we consistently generate truly valuable insights." Mieke said, "Those sessions are incredibly helpful. Karin does a fantastic job preparing them."

How do you view each other's work?

Mieke: “I'm impressed by how Femmes du Sud has grown and how many women reach their brand. It's amazing how Karin and Annemiek have realized their vision.”

Karin: “Mieke is one of the most progressive entrepreneurs I know. She keeps innovating, for example, by being active on Instagram, TikTok, and with videos. That may seem obvious, but it's not. The retail world demands a lot more from retailers nowadays. Mieke embodies that perfectly.”

Mieke: “It's fantastic that a brand like Femmes du Sud is so engaged. They're now creating weekly videos to share with their customers. Plus, if I post about their brand, they'll often share my post on their own social media.”

Do you talk to each other often?

Mieke: “Not at fixed times, just when it suits.”

Karin: “We always see each other during the purchasing process, and we often text privately, too. Usually about vacation spots.”

Mieke: “Our connection endures despite not seeing each other every week. When I'm at Modefabriek, I always make sure to stop by Femmes du Sud. I often end my day there, as I love taking another look at their new designs.”

Written by Rosita van der Kwaak