DE&I in practice: the experiences of Pink Gellac’s CEO

Together with Thera Strietman, CEO of Pink Gellac, we developed a DE&I (Diversity, Equity & Inclusion) strategy for Pink Gellac. For this blog, we asked her about her experiences and tips.

What DE&I steps has Pink Gellac taken?

Thera: “We’ve developed clear pillars to focus on in the coming years. I was also struck by how many small actions can make a big impact. For instance, we’ve now appointed a team of six ambassadors and decided to always write our job postings in English. Additionally, we identified everyone’s blind spots, trained both current and new employees on DE&I, made company events more accessible for those living further away, and encouraged employees from different cultures to share their stories during a culture day we’re planning for 2025.”

Was it time-consuming?

Thera: “I wanted to approach it the right way, and I thought it would turn into a huge project as a result. But it turned out to be surprisingly easy to get started with lots of small, manageable steps. That said, I’m very aware that DE&I is a topic that requires ongoing time and attention, and we’re committed to giving it just that. But those first steps can be taken quite quickly.”

What are the results?

Thera: “There’s now greater openness. For example, we’re having conversations with employees about DE&I, and it’s a recurring topic in our monthly meetings. But we’re still at the very beginning. The foundation is solid, but we want to learn much more and continue to foster open dialogue. Moreover, I think it’s important to prove that we’re not just doing this for show but that we genuinely consider this topic to be truly important.”

What is your DE&I dream for the future?

Thera: “In the near future, we want DE&I to become truly tangible in our brand. By doing so, we aim to make self-expression and the use of Pink Gellac accessible to everyone—regardless of their background, gender, or age.”

Thera’s Tips

: “Give the DE&I responsibility to someone who is empathetic and has experience with it—someone who genuinely cares about the topic. It’s also important to have support from the leadership team, especially if this person isn’t part of it.”
: “Involve others and set up an ambassador team. This is the perfect topic to discuss with as many people and perspectives as possible. It’s unlikely you’ll ever all completely agree on it, but there’s no right or wrong—the dialogue itself is what matters. Be willing to step into someone else’s shoes and see things from their perspective.”
: “Watch the documentary ‘Wit is ook een kleur‘ (Dutch-language). One of our employees shared it with us after the training, and I found it to be a real eye-opener. It’s important to recognise that, even if you’re part of one marginalised group—like me being a woman—you can still be incredibly privileged in many other ways. You really have no idea. If you take that as a starting point, you can at least start making changes in the areas within your control.

There’s still a large part of society that sees DE&I as exaggerated or unnecessary, which is exactly why every company needs to take action. If you do nothing, the gap will only grow wider.”