Ruth Trioen
Fashion entrepreneur

It was a pleasure to dive into the intricate world of fabrics, pop-up store adventures, campaign photoshoots, showroom locations, and sitting at the front row of her new collections (@johny_thelabel) 😎. Ruth Trioen is the very first fashion entrepreneur I had the privilege to coach. 🤩⁣

Ruth's aspirations are profound. She sought growth, not just in Belgium but also on a broader scale, with a sustainable livelihood from her brand.

As we embarked on our sessions, a compelling gap emerged between her personal and professional personas. It was an intriguing revelation that we decided to explore further. How could we leverage Ruth's inherent qualities, in her interactions with retailers representing her brand?

With specific questions about branding and marketing in mind, it prompted me to delve into a course led by @jasmijnverlinden to understand the nuances of the field better. Ruth was on a mission to define her identity and refine her brand's visual materials. In an industry where uniqueness is of the essence, Ruth shifted her focus from others to her own story —told assertively, confidently, down to the tiniest details. Johny, her brand, embodies (female) power, an antidote to mediocrity.

Ruth initiated her own label journey in 2019 and had already weathered her fair share of challenges. After numerous attempts and their corresponding setbacks, it's natural to become risk-averse. Ruth's desire was to break free from that tunnel vision and view her label with a more positive future-focused perspective.

The outcome? More belief and self-confidence, a stronger conviction that her work is indeed genuine and meaningful. Ruth found the right connections and earned increased credibility in the fashion industry.

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