Wendy's story
"I was 34 when I lost my hair due to chemotherapy. So I know exactly what you need when you’re faced with hair loss. And it’s so much more than just a hat or scarf."
No, you don’t have to be brave and strong every single day. It’s okay not to feel okay sometimes. But you also don’t need to hide just because you’re losing your hair. That’s something I felt strongly about when, at 34, I was diagnosed with breast cancer and lost my hair from chemo.
Some days I was full of energy. Other days, all I could do was curl up into a ball. On Saturdays, I wanted to put on my best outfit and go into town with a friend. But on Sundays, I needed rest and comfort.
And you know what helped so much? I had the perfect hat for every occasion. Handmade by my mum. Because wigs were definitely not for me. And in the shops, I couldn’t find anything that felt right: too old-fashioned, too complicated to put on, or unbearably itchy.
At the hospital, everyone loved my hats and scarves: “So soft! Such beautiful colours! And so easy to wear!” That’s when the idea started to grow: once treatment was over, I would launch my own collection. Rosette la Vedette, named after my grandmother Rosette, nicknamed “la vedette”, a warm woman with incredible resilience.
Today, Rosette la Vedette has been around for 14 years. And all the knowledge and experience I’ve built up in that time, I now share with you. Through my designs, which I continue to refine with love and a keen eye for detail. But also through the many tips and stories here on our website and on Facebook & Instagram. From myself, from professionals, but also from others who’ve been through the same journey. Because you are not alone.
With love,
Wendy
Founder & Designer Rosette la Vedette
14 years
Since 2011, Rosette la Vedette has been making life easier and brighter for people going through hair loss due to chemotherapy or alopecia. From a small, personal beginning rooted in experience and idealism, it has grown into a trusted reference brand today.
How it all began
Off to a great start
In June 2011, 3 years after my own breast cancer diagnosis, Rosette la Vedette was born. For months I had been busy behind the scenes: choosing fabrics, designing models, finding a sewing workshop and setting up an online shop. On day one, the regional newspaper came by and we gave our very first radio interview. Everyone must have heard it!
Our very own pop-up
In 2014, Rosette la Vedette opens a physical shop. For one month, customers can try on our styles in a temporary pop-up in Ghent. We host free colour analyses and make-up workshops, which turn out to be a big hit. A real success!
Time to become a full-time entrepreneur
Shortly after our pop-up adventure, I make the decision: this is what I want to do — help women feel beautiful and strong during a difficult time in their lives. I quit my job as a communications manager and become a full-time entrepreneur. A true jack-of-all-trades, I do everything myself in those early years: shipping orders, taking photos, answering emails and calls, paying invoices. Demanding, but so rewarding.
Our first award
In 2016, Rosette la Vedette wins a BeCommerce Award for best webshop. In the Health & Beauty category, our online store comes out on top. For us, it’s a total surprise, since we’re up against big beauty brands and large online pharmacies. But our community votes us easily past all those “big boys.” What customers, what fans!
First makeover shoot with customers
In 2019, on the national Cancer Awareness Day, we try something that becomes such a success we keep doing it: a photoshoot with two real customers, including a full makeover with clothing and make-up. Dorien and Ruth are our very first one-day models — and they shine. The local newspaper De Gentenaar interviews them and gives them a full-page feature. The message is clear: even without hair, you are beautiful.
Shirts for Alopecia Awareness
In September 2020, with our model Tine as the face of the campaign, we launch a capsule collection of playful T-shirts and sweaters to raise awareness for alopecia, a little-known condition that causes temporary or permanent hair loss. All proceeds are donated to the charity Haarwensen.
Rosie Magazine: a first
n the middle of the Covid pandemic, we release Rosie Magazine: the very first Flemish lifestyle magazine for people with cancer and their loved ones. A 100-page glossy packed with interviews, fashion shoots and tips from and for fellow patients. No fewer than 3,000 copies are distributed free of charge through Flemish hospitals and breast centres.
A heartwarming video project
In 2022, we record moving video interviews with Melissa, Sybille, Lotje, Valérie and Lobke: five customers who are either in the middle of their treatment or have just finished. How do they cope, living with and despite cancer? What keeps them going? How do they see their future? The result: a series of touching, funny, hopeful and inspiring video stories in which everyone affected by cancer can recognise themselves.
The power of real women
Inspiring and empowering real women, far beyond our borders — that’s our ambition. Annemie, Heidi, Wendy, Joke, Hanne, Tamara, Tine, Tonia, Zohra, Liesbet… Just some of the faces you’ll see here. Women just like you and me, with ordinary jobs, dreams and worries, whose lives are suddenly turned upside down by a cancer diagnosis. Each of them finds her own way to cope. What they all share: the drive to stay true to themselves, even without hair.
M. McKinley
To celebrate life
Have only been using them recently. Was diagnosed with breast cancer in September, started chemo in October and have lost my hair now. Ordered several head coverings after a suggestion from my sister in Holland. The ordering and shipping went so smoothly.
I live in Florida and they are perfect for our climate, indoors as well as outdoors. Love the thin material, very comfortable. I'll definitely order a few more with brighter colors.....to celebrate life
Ann
Lovely and much admired
My daughter has completed a round of intensive chemo and is awaiting stem cell transplant. She spotted your company after looking at several UK sites. Your hats are so much more elegant and she has bought a variety of plain and patterned ones. Quite a few people have asked her where she got them so she has given them the details of your company and I am sure will continue to do that. They have been much admired.
I think she looks really lovely in them and it has lifted her spirits so much. That is a wonderful thing.
It has helped her tremendously and so thank you for your lovely product. They are of great quality, very elegant, well made in tasteful colours and patterns and we can certainly recommend them.
Becky
So helpful
Hello,
I am just starting my cancer journey. I start some hard core chemo on Thursday and with in 3-4 week I will be going bald.
Your website was so awesome helpful. I learned a lot of things that never would have occurred to me. So, I just wanted to say Thank you so much for sharing your experience on your website. It really helped me!