Amber de Vries: The Dutch Mother Of Two Talks To Us About Balancing Motherhood And Her Luxury Handbag Brand AMOIIA.
Image courtesy of Amber de Vries - AMOIIA
Motherhood has a way of pushing women out of their comfort zones, often demanding we step into new roles, juggle new responsibilities, and, most importantly, listen to our hearts. As we navigate the balance between nurturing our families and pursuing our own passions, it’s common for the call to entrepreneurship to arise. For many women, starting a business becomes a way to honour their true desires, cultivate their potential, and create something meaningful while embracing the challenges that come with growth. It’s a path that can feel daunting but also empowering - an opportunity to build something that reflects not only the wisdom gained through motherhood but the courage to pursue a dream.
In our first interview of 2025, we speak to Amber de Vries, who shares with us the transformative journey of balancing motherhood, personal growth, and entrepreneurship. She opens up about the challenges and rewards of being a mother, including the pivotal moments that led her to create AMOIIA, a luxury handbag brand that celebrates strength, confidence, and self-expression born from her desire to empower women. Amber reflects on the delicate balance between nurturing her family and pursuing her passions, and how, even in the toughest times, she’s learned to embrace the process of growth - mistakes and all. With a heart full of love for her daughters and a drive to inspire other women, Amber’s story is a beautiful reminder of the power of authenticity, resilience, and finding joy in the journey.
By Alice Codford
ON MOTHERHOOD
Alice: Do you feel that motherhood has changed you as a person? If so, in what ways has it shaped or influenced who you are today?
Amber: Yes and no. No, because I haven’t suddenly become a completely different person just because I’m now a mother. I still have the same interests and am essentially the same person. But also yes, because I notice that I live more in the present. The time I have with my girls is short. They’re gradually getting more obligations like school, and sports, and they also want to spend time with friends. So, I really cherish the quality moments we have together and I’m very aware that it’s the little things in life (the bedtime conversations, the looks we share, the short walks with the dog without distractions) that are so valuable. And motherhood has opened my heart a little more. I feel so much love for my girls. A love that has always been there but is now expressed more outwardly. Their arrival has also pushed me towards more self-development. Like everyone, I have my issues from the past, and I wanted to take responsibility for working on them so that my issues don’t become their problems. There’s always plenty of work to do in this area, but they really motivate me to keep working on it constantly!
What are the most important lessons or values you try to teach your children?
Amber: I find it especially important that they act and make choices that align with who they are. That they have self-love and confidence in themselves and their abilities.
What have been some of the lowest points of motherhood for you? Were you able to overcome them, and if so, how did you navigate through those challenging times?
Amber: One of my low points was when I was at home, burned out. I wasn’t able to be there for my daughters in the way I wanted. I couldn’t handle much from them and wasn’t always able to be fully present for them emotionally. At the same time, I knew it was necessary to focus on myself for a while so that I could be there for them again later. Thankfully, by focusing on myself and my personal growth and development, I was able to recover quickly. And because of that period, I now know how important it is to allow myself the space to keep working on myself. In the end, this helps them too!
“It’s nice to share experiences about motherhood and everything that comes with it”
What have been some of the highest points of motherhood for you so far? Are there any particular moments or experiences that stand out as especially joyful or fulfilling?
Amber: No specific moments, but what I enjoy most is seeing them feel good about themselves and genuinely happy. I love seeing them grow and learn new things. And happiness is sometimes found in the smallest moments; like a short walk to the supermarket where they excitedly tell me about their day and what they’ve experienced!
Image courtesy of Amber de Vries - AMOIIA
After a particularly tough day of juggling children, a career and a business, and life in general, what do you do to recharge or unwind? What helps you find some calm amidst the chaos?
Amber: I journal and read a lot. This helps me to relax. It’s nice to fill morning pages with various thoughts first thing in the morning, just a brain dump. Sometimes I do this at the end of the day as well. It can also be a great way to release frustrations—just putting it down on paper so it’s out of your head. I also journal to reflect and manifest. It’s comforting to entrust this to paper, giving me a sense of calm. Retreating into another world through reading is also something I enjoy! Sometimes it’s fantasy, and other times it’s related to work or self-development.
Have you found it easy or challenging to maintain your friendships since becoming a mother? And have you found it easy to make new mum friends along the way?
Amber: Yes, I do notice that motherhood, combined with work, trying to maintain a good relationship, and the fact that we no longer all live in the same city, has changed friendships. Things are still good, but there’s just less time for each other. On the other hand, the moments together are all the more valuable. It’s also nice to share experiences about motherhood and everything that comes with it. And since the kids started school, I’ve found new friendships with the mothers of my daughters’ friends. It’s nice because I wouldn’t have met these amazing women otherwise!
ON HER STYLE AFTER HAVING CHILDREN
Has your style changed since becoming a mum? If so, how has it influenced the way you dress now?
Amber: I’ve noticed that feeling comfortable is even more important to me than it used to be. So, I wear fewer tight clothes and wear high heels less often. I also really enjoy wearing slightly oversized clothes. I actually feel the most sexy and comfortable in a men’s shirt, with something like a cashmere sweater over my shoulders, paired with trousers or jeans. I mostly wear neutral colours, as that’s what feels best to me. I also invest much more in better, natural materials like cashmere, merino, and cotton
The AMOIIA Amélie bag is such a classic piece with a quiet luxury vibe about it. How do you wear it day to day?
Amber: I carry the AMOIIA Amélie bag every day. I always have all my essentials in this bag, and with the strap, it’s easy to wear daily. When I’m working, I also carry a leather or canvas tote for my work items. I like having my essentials with me at all times without having to search through my bigger work bag. The bag really matches everything, so it’s easy to style. If I’m going to a party, I remove the strap and carry it by hand instead of over my shoulder or crossbody
Edit by Luminary Mothers
Who’s wardrobe would you love to raid? Do you have a style icon?
Amber: Carolyn Bessette-Kennedy’s style! She has a minimalistic style, always wearing timeless items and mostly neutral colours! She didn’t wear a lot of accessories but almost always a beautiful bag! Quality was key for her and she looked effortlessly cool and chic.
Have you received or gifted yourself something special to commemorate the birth of your children?
Amber: Yes I did. I gifted myself a watch when they were born. A Longines Hydroconquest with a navy blue plate when Amélie was born (and engraved her name into it) and a vintage Cartier Tank when Olivia was born.
“I actually feel the most sexy and comfortable in a men’s shirt, with something like a cashmere sweater over my shoulders, paired with trousers or jeans.”
What is top on your shopping or wish list right now?
Amber: A gold closed forever bracelet with a Dutch coin as a charm.
Let’s talk a bit about beauty, what are your absolute must-have skincare and make-up products that you use on repeat? And has your beauty routine changed much since becoming a mum?
Amber: I have rosacea, which was really bad during my pregnancy. I finally found some products now that I can use which won’t irritate my skin. Mostly from Korean beauty. I use the beauty of Joseon Radiance cleansing balm (and a soft water cleanser after that) and the Relief Sun: Rice + Probiotics SPF50 Sunscreen. I always use Bakuchiol instead of Retinol because this won’t irritate my skin as much while still doing some anti-ageing. And I use a day cream from Skin1004 Madagascar Centella Probio-cica and always use BHA at night. As a foundation, I can only use the La Roche Posay Mineral Powder Foundation or the Laura Gellar Baked Balance-n-Brighten Color Correcting Foundation. And I always use a brown mascara. And if there’s one make-up product I can’t live without it’s a brow pencil. Even if I don’t use any other makeup product I still do my brows. Makes all the difference!
ON HER LUXURY HANDBAG BUSINESS
When did the idea of AMOIIA come to you?
Amber: Sometimes, the greatest transformations happen when we are forced to pause and listen to ourselves. For me, that moment of clarity led to the creation of AMOIIA - a luxury bag brand born from a deep desire to do things my own way and feel strong and confident in the process. AMOIIA was born in 2019. At that time, I was balancing taking care of my two young daughters at home while leading a team of 80 employees at the Royal Netherlands Marechaussee. I felt I wasn’t using my full potential and was relying mostly on my masculine qualities, even though I believe that feminine qualities are equally important. Being out of alignment with my authentic self left me feeling less confident. At home, being truly present for my children and my partner also felt like a struggle. The energy to nurture both myself and my relationships seemed elusive. Neglecting my true passions and values led to a burnout. But this forced pause became an opportunity for reflection. With the help of a professional and later through self-reflection and journaling, I learned to reconnect with my true feelings. It was liberating to express what I truly desired in life, without the weight of worrying how others might react. Now, it’s the only way to be - honest, resilient, and confident. Each challenge brings growth, and with that, the realisation that resilience can handle whatever life presents. The insight gained from this reflection sparked a desire to help others transform and discover their hidden potential and strength. A new role was embraced at the Royal Netherlands Marechaussee, one that allows me to work with leaders and teams, encouraging them to lead from their authentic selves, and fostering reflection, and growth. I had also always dreamed of creating my own handbag label - something that would resonate with my love for minimalist, timeless design and my journey of self-discovery. I wanted to create a bag that makes a woman feel confident and strong to speak her truth and be the leader she can be. AMOIIA is a brand where every bag is a statement of strength and a celebration of your growth and unique story. Just as the bags grow more beautiful with time, so do we as women.
Edit by Luminary Mothers
The Amélie bag is beautiful! Can you tell me how you designed the bag and how did you find the process?
Amber: Working in a male-dominated environment, I always craved accessories that made me feel confident, strong, and powerful. But I also wanted to feel feminine. That’s where the inspiration for my luxury bags came from - a vision for the modern woman who embraces both her strength and her elegance. In designing the Amélie bag, I wanted to capture the essence of a woman’s power - the ability to write her own story and evolve into the most empowered version of herself. I wanted to reflect on the balance of feminine grace and masculine strength that every woman carries within her. This balance is woven into every detail of the Amélie bag: the sleek lines, the use of edge painting, and the bold, glossy bar that divides the bag into two compartments, symbolising the fusion of both qualities. The design aligns with my own minimalist and timeless style and love for a neutral colour palette, a statement of strength with a touch of elegance. Since I couldn’t find this in the market, I created it myself. The process was long because it was hard to find someone who could help me make my vision possible. I tried a few people in the Netherlands and Belgium and after creating my first prototype in Belgium I also had prototypes from France and Italy. The producer in Italy was the one who also capable of taking it into production.
“AMOIIA was born from a personal journey of self-discovery, balancing leadership, motherhood, and the desire to embrace both feminine and masculine qualities.”
At the beginning of the business, did you struggle with trying to do it all? Starting a new business, developing products and being a mom of two must have been tricky at times.
Amber: Yes I still do sometimes. But somehow I find so much joy in the process too. I learn new things every day and I love growing and learning. Even the bad choices and mistakes I’ve made I can appreciate now. I really believe it’s all these steps that bring me closer and it’s not just an end goal I’m working towards but this whole process is part of my journey and I try to remember this every day. I also try to involve my daughters as much as possible with AMOIIA. The first model is named after my oldest daughter, Amélie, and now Olivia naturally expects a bag to be named after her too. I also show them a bit about what I do.
Image courtesy of Amber de Vries - AMOIIA
Do you find it hard to switch off from work at the end of the day now? Any tips on how to help with this?
Amber: Before I ended up at home with burnout, I did indeed struggle with this. I still do on very busy days, but I’m getting better at it. Partly by forcing myself to live very much in the present. I feel stress especially when I’m caught up in what happened during my day, the mistakes I made, or when I’m focused on what still needs to be done. Whether I’m dwelling on the past or looking toward the future, it pulls me out of the here and now. When I come home in the evening, I remind myself of this. Right now is all that matters, and I’m becoming more aware that when I feel stressed, it’s because I’m not in the present. Sometimes it helps to write down everything that’s bothering me so I can refocus on the present. I’ve also learned the hard way that it helps me to tell my partner and kids when I’m feeling stressed. Simply sharing it and saying it out loud provides relief. Plus, they can understand me better, especially if I’m short with them, for example. Listening to binaural beats also helps me relax.
What entrepreneur do you look up to the most and why?
Amber: I try not to compare too much and do things my own way, but I did love reading the autobiographies of Chanel and of Anna Wintour. But every independent woman who dares to follow her own dream is an inspiration to me!
Image courtesy of Amber de Vries - AMOIIA
What is next for you and AMOIIA?
Amber: At AMOIIA, we envision a world where every woman leads her life with authenticity, confidence, and purpose. Our brand was born from a personal journey of self-discovery, balancing leadership, motherhood, and the desire to embrace both feminine and masculine qualities. AMOIIA exists to inspire women to step into their power, embracing their unique story and finding strength in their true self so I hope we continue to do so next year. Our vision is to create luxury handbags that go beyond function and fashion - they are symbols of self-love, empowerment, and resilience. We believe that every woman has the potential to grow stronger and more confident as she faces the challenges of life, just like the timeless beauty of our bags. I want to bring out new colours of the Amélie bag next year and also come out with a new model (the Olivia bag of course). And I would really love to create a community of strong women with AMOIIA who inspire each other by sharing their stories of growth.
What advice or words of wisdom do you want to share with other mothers?
Amber: Focus on the now and also remember that everything is a phase. If you don’t get enough sleep life can get really hard. But it will get better. You don’t know exactly how long it will take but it will change. Do what feels right for you because this will be the right choice. Although it’s nice to get some tips and information from others, you have to do it so it will have feel good for you. And be kind to yourself!
