Some passions simmer for years. They grow quietly alongside you, take shape along the way, until the moment comes when everything falls into place. For me, that moment was when I started Caractère. Not because I simply wanted to launch an agency, but because I knew it was time to bring together everything I had learned, experienced, and built into something meaningful. For others.

My love for brands didn’t begin in an office, but in places like Paris, Milan, Miami, and New York. I spent years working as an international model and had the opportunity to see the inner workings of brands, both big and small. From global campaigns for L’Oréal, Lanvin, Chloé, and Guess to productions for emerging or established boutique brands, I witnessed what branding can achieve when it’s done right. But I also saw what happens when it’s not. Some brands failed to connect with their audience. No clear message, no emotion, no story. And that is exactly where things fall short.

At the same time, I was a brand myself. As a model, you are the product. You learn to position, present, and promote yourself every single day. Success depends on how recognizable you are, how well you can translate your personality into imagery, and how consistently and professionally you can continue to do so. That discipline, attention to detail, and sense of positioning have shaped everything I do today.

Those insights now form the foundation of my work.

Back in the Benelux, I now work with entrepreneurs, family businesses, and purpose-driven growth companies that have something to say but sometimes struggle to make it visible and tangible. That is exactly where my strength lies. In conversations with the people behind the brand, my creativity comes to life. I want to understand what drives them, what makes them unique, and how we can translate that into a brand that feels right and leaves a lasting impression.

Caractère is the result of that journey. A place where I combine my experience in storytelling, strategy, and visual branding with a genuine interest in people and their mission. No standard formulas. No tricks. Just honest work, rooted in character.

Whether you are on the catwalk or in a workshop, being seen starts with knowing who you are and having the courage to express it.