HOW IT ALL STARTED
Following its inception in 2015 as Kids to Kids, a boutique with vintage children’s clothing sourced from Portugal, co-owners Melanie and Anneke have shifted their focus. The duo now designs an entire collection for the same consumer demographic, and thus further professionalizing their business operations. The result is a new brand, called JENEST. However, because all collections are created with durability in mind, the existing stock will continue to be offered under the Kids to Kids moniker.
BORN FROM A SENSE TO NURTURE
Rooted in the nurturing sense of home and family traditions, JENEST has set out to create a collection for newborns, kids and mothers that captures this very spirit. The collection bears a personal signature pairing the Portuguese heritage and Dutch practicality of co-founding mums Melanie von Mühlen and Anneke Torenstra.
Designed in Amsterdam and fair trade-produced in Portugal, JENEST offers a year-round collection defined by a timeless aesthetic, subdued colour palette and subtle details. Created using the softest, high-quality fabrics, the collection ranges from nursery essentials, baby undergarments and clothing to home apparel pieces and nightwear for kids and mums. The JENEST name signals an alignment with human nature’s nesting instinct. The product range accommodates both mother and child right after birth, but also conveys meaningful value in the child’s formative years that follow.
Both Melanie and Anneke share a strong belief in family values and the beauty of bonding that comes with it. Shying away from an overtly commercial approach, the carefully curated products of JENEST have also been created with durability in mind, allowing parents to easily reuse favourite items or to happily pass them on.