How it all began...
Jowmaat wasn't born from a trend or a brilliant idea; it emerged from a firm decision to bring comfort, sensuality, and function together in a single piece. My determination not to conform to beauty standards, and my conviction that I wasn't the one who needed to change but rather the market that had failed us, became the force that pushed me to take that first step and create with my own hands. With elastics, fabric scraps, and countless attempts, I made my first bra. It didn't look perfect, but for the first time, it felt honest and purposeful. And I realized something profound: I wasn't looking for a size. I was looking for a way to belong in my own body.
That's how the name came to life. While seeking words that captured "your size" or "your fit," I discovered the Dutch phrase Jouw Maat, which means exactly that: "your size." By joining those words together, Jowmaat was created, because this isn't about conforming to a mold. It's about discovering what works for you, your body, and your story.
The journey wasn't straightforward. There were closed doors, factories that didn't grasp my vision or what I truly needed, and countless failed samples. And then one day, everything stopped. A pulmonary embolism forced me to pause, and for a moment, I thought it might be a sign to give up. But I came to understand something more powerful: abandoning this would hurt far more than persisting.
Jowmaat isn't just a brand.
It's how I transformed a wound, an emptiness, into something that truly matters.
It's time, trial, error, and resolve. It's falling countless times and rising again.
It's refusing to settle for "good enough."
That's why today, every piece carries the intention of embracing our curves, honoring every stage and moment of our lives, our authenticity and the way we choose to exist. It's an invitation to stop seeking validation from others and to see your scars like the golden cracks of kintsugi—they don't break you, they reveal your strength. They are proof that you've lived, healed, and chosen to keep going.
Jowmaat doesn't want to change you. It wants to celebrate exactly who you are.
