Ageing is a luxury

We are delighted to introduce our new heroine! Joke is a model not only by profession, but also by education. And she is also a companion wife, a proud mother of two children, a son, 21, and a daughter, 18.


"Getting older isn't that easy every day and brings a lot of negative things in life, but despite all the shit of menopause and getting breast cancer last year, I choose to be positive about ageing.
I no longer have to belong to anything of anyone and can choose my own path. At least, if you want to go for it and yes, I am ready for this new phase in my life.

Modelling is a way to express myself and show others how to look and feel when you get older. That's my mission!
The last 5 years the demand for "old and grey" has grown and that is exactly what I am and proud of. In the meanwhile I have a lot of assignments for various clients.

I dream big, I don't delay, and I shine wherever I can.
With my Instagram posts I would like to inspire and motivate other women of my generation and younger to embrace ageing and get the very best out of yourself.
Keep your heels and your standards high, because we are worth it, more than ever!"

— You travel so much, you meet so many different people. How popular are silver models and how are they treated?

— We, as older women, we need to make sure to stay visible. We matter, we have a lot of experience, a lot to learn from. It’s strange we become less visible because we look older. That’s why I think diversitiy in fashion photography is so important and I want to be a role model in it!!!


— And who is your ageing celebrity role model?

— Iris Apfel is a pretty example!


— Joke, what can you say about grey hair and natural ageing?

— My long, grey hair is my best accessory! There are a lot of cosmetic options to stop ageing, but I prefer to do without them or use them as little as possible, because I want to stay as I am. In the Netherlands we are still modest about this, so I think it’s also matters where you live.

— Is there anything what women lack after 50?

— The lack of confidence that we still matter. Right now we can show who we are and share our knowledge with the younger women to learn them to have confidence!!!

— You don't seem to have had a problem accepting your age. Tell us, how did you manage it?

— I often have a hard time with ageing: the visible changes combined with the side-effects of the perimenopause are a struggle. I find comfort in the knowledge that I am not alone, women can really help each other, even just by listening to and inspriring each other. Make time to enjoy the things you like to do, be proud and stay positive. I dream big and still have a lot of plans, especially in my role as a model! I am ready to shine! It’s very important to look forward, because there is our future!!!

— Do relationships with men change with age?

— I am a lucky woman with a very nice husband...


— One more final question. What are the benefits of ageing for you?

— We can be who we are, what we want to be and can choose our own path, so embrace your age!
Because we matter!