Some stories cannot be planned.
When Miccy’s started in 2012, there was no big PR machine or carefully orchestrated celebrity strategy behind the brand. There was simply a love for creating distinctive earrings, a fascination with beautiful materials and a belief that jewellery should have character.
Then something wonderful happened.
People started noticing.
Boutiques discovered Miccy’s. Stylists discovered Miccy’s. Women started wearing the earrings. And before long, Miccy’s began appearing in magazines, newspapers and on some very familiar faces.
Over the years, the press has become an unexpected but beautiful part of the Miccy’s story.
When Queen Máxima discovered Miccy’s
One of the defining moments in the early years of Miccy’s came when founder and designer Michelle de Hoogh discovered that Queen Máxima was wearing her earrings.
It was not the result of a paid collaboration or carefully planned celebrity placement. Máxima simply chose to wear them.
For a designer, there are few bigger compliments.
And she did not wear Miccy’s just once.
Over the years, the Queen has been spotted wearing different Miccy’s designs on several occasions. In 2021, Nouveau spoke with Michelle about Máxima and Miccy’s, describing the brand’s combination of colourful designs, quality materials and accessible pricing.
Nouveau has also included Miccy’s among Máxima’s most striking earrings.
Even years later, the story continues. Other publications have noticed that Miccy’s is not only found in Máxima’s jewellery collection, but has also attracted the attention of the next generation of Dutch royals.
For us, that remains very special.
The “earring queen of The Hague”
The attention surrounding Máxima helped introduce a much wider audience to the story behind Miccy’s.
In 2016, Dutch newspaper AD portrayed Michelle as the “Haagse oorbellenkoningin”, or “earring queen of The Hague”. The story focused not only on Máxima wearing the earrings, but also on the remarkable growth of a Dutch jewellery label that had started from Michelle’s own passion for creating.
The story was subsequently picked up online by De Ondernemer and Nouveau.
It captured something that is still very much part of Miccy’s today: we love creating pieces that are difficult to overlook.
Colourful. Handmade. Sometimes playful. Sometimes extravagant. But always unmistakably Miccy’s.
From Doutzen Kroes to Dutch style icons
Máxima was not the only familiar face to discover the brand.
Over the years, Miccy’s earrings have been worn by women including Doutzen Kroes, Anouk Smulders and other well-known Dutch style personalities.
That visibility helped the brand grow organically. Instead of starting with a huge advertising campaign, Miccy’s found its way into magazines and fashion features because stylists and women genuinely wanted to wear the designs.
It is perhaps one of the nicest ways for a fashion brand to grow: being discovered one pair of earrings at a time.
Marie Claire: the woman behind the brand
As Miccy’s grew, press coverage increasingly became about more than the earrings.
The story of Michelle as an entrepreneur also attracted attention.
In 2021, Marie Claire interviewed Michelle about her most important career lessons. The interview followed the opening of the Miccy’s flagship boutique at Westfield Mall of the Netherlands and focused on entrepreneurship, taking risks, staying true to yourself and, very importantly, remembering to enjoy life along the way.
That last part may be one of the most Miccy’s lessons of all.
Because behind all the colours, materials and statement designs is a simple philosophy: beautiful things should be enjoyed.
From Grazia to Cosmopolitan
The Miccy’s press archive tells another part of the story.
Especially during 2023 and early 2024, Miccy’s appeared across an impressive range of Dutch lifestyle and fashion media.
The brand was featured by publications including Grazia, Flair, Beau Monde, Talkies, OPZIJ, Vriendin, Margriet, Cosmopolitan, &C, VROUW, Kek Mama, Nouveau and Marie Claire.
Different magazines. Different audiences. One recognisable Miccy’s signature.
For us, that is particularly meaningful because Miccy’s has never been about one type of woman. Our collections range from easy-to-wear Essentials to elaborate handmade Dreams and PatchArt designs.
Sometimes you want an elegant finishing touch.
Sometimes you want your earrings to enter the room before you do.
We love both.
You can discover an overview of these appearances in the Miccy’s press archive.
A story that continues
And fortunately, the story does not end there.
In August 2026, Miccy’s appeared in LEVEN! Magazine, this time with a story connected to our boutique in The Hague.
It feels like a beautiful new chapter.
Because although Miccy’s has travelled around the world, The Hague has always played an important role in our story. Today, the boutique brings the complete Miccy’s world together: the jewellery, the craftsmanship, the stories and the personal experience behind the brand.
From the first earrings created by Michelle to royal appearances, glossy magazines and our boutiques today, every publication has captured a different moment in the Miccy’s journey.
More than press clippings
Of course, we are proud every time we open a magazine and suddenly spot a pair of Miccy’s earrings.
But the nicest part is what those pages represent.
They show how something that started with a love for making unusual jewellery found its way to women far beyond our own atelier.
From fashion editors to stylists.
From celebrities to royals.
And, most importantly, to all the women who wear Miccy’s in their own way.
Because in the end, that is what we love most.
Creating something that catches your eye, becomes part of your outfit and perhaps, one day, reminds you of a beautiful moment.
Curious to see where Miccy’s has appeared over the years?
