A store where passion for fashion and personal service come together
In the heart of Dokkum, you’ll find Anne & Jet Mode, a store where passion for fashion and personal service come together. Anne and Jet are proud entrepreneurs with an impressive story. From side jobs in fashion to realizing their own store—their journey is one of ambition, perseverance, and above all, love for the craft. For this interview, Anne has to be called down from the ladder, because he was cleaning the windows. That perfectly captures their hands-on mentality: always busy, full of energy to make their store a success.
From a side job to their own fashion store
Anne’s adventure started at a young age.
“My father wanted me to earn my own money and find a job. That’s when I started working in fashion, and my interest quickly grew.”
What began as a Saturday job developed into a career in the fashion industry, with experience in sales, buying, and management. Still, the dream of starting his own store kept calling.
“After 20 years, I thought: all these retailers sit at my table, I give good advice—but why don’t I do it myself?”
Jet brought 12.5 years of experience in the fashion world, with a strong focus on buying and styling. Together, they decided to take the leap and open their own store.
“We wanted to return to Friesland, and this felt like the right moment. A year and a half ago, we started making plans: what should the store look like, what atmosphere do we want to create? Now the store is exactly how we envisioned it—and the responses have been amazing!”
A store where experience comes first
With 310 m² of retail space, Anne & Jet Mode is a place where customers are given room to truly experience fashion. Jet enthusiastically explains:
“Sometimes we spend an entire day in the store without even speaking to each other—that’s how big it is! We don’t want stress, and every day we give it our all.”
Personal contact is key. What makes them unique? Jet knows right away:
“Collections that work well together, and we truly give personal attention to our customers.”
Anne adds:
“You don’t get a friendly greeting and good advice behind a computer screen or when shopping online.”
Favorite brands and collections
With a mix of established and upcoming brands, Anne & Jet Mode offers something for everyone.
“NUKUS is one of our favorites—when the first delivery arrived, we had to go back to the store in the evening to unpack everything, because we wanted it all on the floor before the weekend. You work with pleasure, and our customers feel that.”
The high-summer collections also promise great things:
“We’ve received some amazing items, so expectations are high!”
2024: a year of change
The past year was all about letting go and starting fresh.
“We left our previous responsible positions behind and built the store in January. Everything happened within a year and a half. No nine-to-five mentality—just working incredibly hard. Now it’s starting to settle,” says Jet.
Proud of what they’ve built
Anne and Jet are especially proud of the atmosphere they’ve created in the store.
“Customers feel welcome here. We take our time and really think along with them. A couple shopping together? I’ll help her, and Anne helps him. We may not have everything, but what we do have fits perfectly together.”
Looking ahead to 2025
The future looks promising.
“We’ll continue building our store, discovering new brands, and optimizing our assortment. Soon, we’ll also be featured on SBS6 in De Perfecte Plek, airing around April 20 at approximately 3:00 PM. A great opportunity to introduce Anne & Jet Mode to a wider audience!”
The support of EK Fashion
As starting entrepreneurs, Anne and Jet benefited greatly from the support of EK Fashion.
“What haven’t they done for us? Eric van Mullem and Alm Wiggers–de Boer, both Fashion Retail Consultants, were like psychologists for us. They visited us, gave advice, and helped us put together the right brand mix. Even when we were still closed and renovating, they were there for us. That truly made us feel seen.”
With summer approaching, Anne & Jet Mode is looking forward to a vibrant period.
“Dokkum will soon be full of tourists. We don’t just offer great casual wear, but also stylish outfits for when people return to work.”
One thing is certain: Anne & Jet Mode is here to stay!
In the spotlight
In the blog series “In the Spotlight,” we highlight our entrepreneurs and suppliers. Who are the people behind the brands and stores? How do they commit themselves to their customers? And how do they stay resilient in these extraordinary times? Every week, someone deserves to be in our spotlight.
