Princess Eloise van Oranje has greeted her first flagship store on a more formal basis! Her vintage-inspired creative fashion label, My Lima Lima, is a shop in The Hague. The event, held on October 11, 2025, was an exciting moment and a significant milestone for the now 23-year-old budding entrepreneur. My Lima Lima is on a mission to make the world a better place. Through our stores, we directly support UK charities, selling secondhand clothes to marry fashion and philanthropy perfectly.
Along with her mother, Princess Laurentien of the Netherlands founded My Lima Lima. What began as a temporary store has been successful enough to find a permanent home along Frederikstraat 485. The flagship store reflects their commitment to sustainability and community support, a vision that has resonated with many in the fashion industry and beyond.
A Royal Entrepreneur
Princess Eloise, fifth in line to the Dutch throne, graduated from Hotel School with honours earlier this year. From royal roots She’s as royal as they get, but following in the footsteps of her grandmother Queen Beatrix who abdicated in 2013, she made her own path. Today, she’s flourishing as an entrepreneur.
Her robust social media following has played a key role in the My Lima Lima’s promotion. The event draws an eclectic mix of people equally dedicated to the worlds of fashion and philanthropy. In her own words, she expressed her dedication to the venture:
“I fully focus on My Lima Lima.” – Princess Eloise of Orange
The new store not only serves as a retail space but aims to host impactful events, intimate dinners, and workshops that foster real connections within the community.
Community and Charity at Heart
The purpose of My Lima Lima goes far beyond the business of selling vintage clothes. With every sale, a percentage of the profits goes to support different charities. That means every single order you make works to protect pollinators and restore the natural world! Princess Eloise highlighted this purpose during the opening ceremony, stating:
“This is our one and only location — a place where everything comes together: the My Lima Lima Fund, high-end fashion for men and women, impactful events, intimate dinners and workshops, and above all, real connections.” – Princess Eloise of Orange
That appreciation shone through on the faces of the team as they celebrated the new opening. They conveyed their appreciation for the support received from the community, reflecting on what the day meant to them:
“From the entire My Lima Lima team: we feel incredibly grateful for this space and for everyone who celebrated this milestone with us. The Grand Opening was more than an event — it was a glimpse of the purpose, passion, and impact we strive to create every day.” – Princess Eloise of Orange
A Bright Future for My Lima Lima
As the store opens its doors to the public, Princess Eloise encourages everyone to visit and experience what My Lima Lima has to offer. This unification of flair and function has become the signature of the brand’s DNA. She passionately proclaimed:
“At @mylimalimaco, style meets purpose. Come see what happens when fashion becomes a force for good.” – Princess Eloise of Orange
Reflecting on the grand opening event, she shared her excitement about the day:
“What a day. What a crowd. What an energy. On 11.10.2025, we officially opened the doors of our My Lima Lima Flagship at Frederikstraat 485.” – Princess Eloise of Orange
