Gijsje Ribbens

As co-founder and creative mind behind the homeware brand RiRA, Gijsje Ribbens, who has relocated from Amsterdam to The Hague, is a stylish force with a keen eye for design and quality. We spoke to her about the value of good design, the adventure of discovering a new city, and the role Veloretti plays in her daily life, from school drop-offs to finding inspiration.

Where does your passion for design come from?

For as long as I can remember, I’ve been very specific about what I want to wear, but also what my bedroom should look like or what kind of school diary I wanted (in my 90s childhood, that meant something with big smileys). I have become increasingly practical over the years, which probably just happens when you have young children. But for me, comfort still has more to do with surrounding myself with things I find beautiful than with the practical definition of comfort. Searching for those items remains the ultimate form of relaxation for me, and I think that will always be the case. My grandmother was exactly the same, sitting on the sofa in an Issey Miyake suit until the very end of her life.

RiRa is about creating an ultimate comfort zone. How important is it for you to start your day calmly, and what does your morning ritual look like, even when the alarm sounds early?

Don't be fooled, my days never start calmly! The day begins when one of my sons wakes me up, and I only relax once I start working behind my laptop or on set. I can’t sit still very well anyway. Fixed parts of my morning ritual: coffee, the kids arguing, making lunchboxes - not very glamorous. The only thing I always have to do calmly is choose my clothes; they need to match how I feel or want to feel that day.

What is good design to you? 

I love it when I notice that a design has been created by someone who clearly has a deep understanding of their craft and a vision of their own: that could be something luxurious, like a well-designed shoe with carefully selected leather that fits perfectly and has a beautiful finish. But it can also be something much simpler or cheaper. For example, I can really appreciate well-designed cotton swabs or the packaging of a lip balm–as long as it has been

What do your days look like, and what role does your bike play in them?

On weekdays, my day starts with taking one of my sons to school or childcare. I always do that by bike. After that, I cycle on to a café or home to work, or I go to Amsterdam. I find few things more enjoyable than riding the bike with my child and viewing the city together. The City Experience.

What appealed to you about The Hague when you decided to live there?

In all honesty, the housing market, haha! We were able to buy a lovely house from 1900 with high ceilings and a garden, in a nice area with a great bakery and a café on the corner. Many people in the city dream of a house in a picturesque rural setting: that’s not for me. I love the variety of a city, museums and shops nearby, lots of different kinds of people, and cycling through the city! We couldn't find a house in the centre of Amsterdam anymore, so my partner and I looked to see if we could find a nice home in The Hague or Rotterdam. In the end we ended up happy in The Hague. You notice that more and more people are reluctantly leaving Amsterdam and making these kinds of choices, and I actually find that quite adventurous: exploring a new city is a lot of fun. I had also forgotten how close everything in the Netherlands actually is. I can be back in Amsterdam within 45 minutes, so I can easily reach my family, friends, and work there.

Do you have a favourite route yet or a regular spot where you always go to 'reset' and disconnect from the hustle and bustle?

On weekends, we often cycle to the beach. During weekdays, I regularly walk here to Pompernikkel for coffee and a sandwich. But I’ve only just moved here, so I still have to discover a fixed route.

Your favourite song for on the road?

Anything that makes me pedal harder! Johnny & Mary by Robert Palmer?