Proud to be in Amsterdam

Looking for my bike around Albert Cuyp one evening, I find myself staring through a window at a homemade ostrich-feather chandelier. Beyond is a shop full of wigs, lashes, dresses, skirts, boobs, stockings, shoes, glitter, gold and velvet. Donna and Peggy, the owners, describe their decor as “a kind of baroque opera” and “very pink.”

Most days, the wonderful world of Proud To Be is obscured by market stalls - one of the reasons they chose the site. “When the market is in front of us, you can slip in incognito.”

Not everybody wants to be seen frequenting Amsterdam’s first queer glamstore, but what exactly is Proud To Be? For Donna, a former fashion designer, it’s about people of all body shapes and genders finding glam wear that works for them. “The measurements are all different, but the designs are the same.” Peggy stresses the shop is still a work in progress. “Maybe in five years’ time we can say ‘ok, this is the concept.’”

So is this just a splash of rainbow capitalism across the Highstreet? Yes and no. According to Donna and Peggy, who gave up their Rotterdam shoe business to start afresh back home in Amsterdam, it’s more than just a way to make ends meet. “I lost my father a couple of years ago. You start think- ing about what’s important, and I wanted to do something where I felt like I was contributing to this earth,” Peggy tells me.

The mother and daughter duo say they are determined to work with their patrons to build a new inclusive space for the city’s queer community. As Donna says, “Especially with the bars being closed, it’s really important that at least people can come in here. Like Tori (one of the shop’s regular customers), she comes in here every day and we just have a coffee and a talk about life. She came to Amsterdam from New York, and she didn’t know anybody and it can be lonely and scary.”

Peggy calls the shop “a little small stone helping build spaces where the community can feel more at home and more at ease,” Peggy chimes in. “The most important thing is people feel welcome.”

And for the most part it seems they do. “I’m so happy there’s a store like this,” says Maurice (aka Messy Mary Michaels). “I’m so grateful that you can feel comfortable trying things on here. There are certain things I’ve had to face, being a gay boy from Alabama.”

Donna nods in agreement. “Let’s say it’s the first time you wore a dress.” I try to cast my mind back. “Sometimes you see a beautiful dress in a shop, but you don’t know the person selling it and you might not feel comfortable going in or trying things on.”

I mention the fact that many people now prefer to shop online. Peggy agrees, but thinks physical spaces are still important. “During corona you really miss the contact.”

Besides, who would help you with adjustments? Hair and makeup? Finding shoes to match? And how to know no-one else will turn up wearing the same frock? “I want everybody to be exclusive,” Donna tells me firmly. Peggy laughs. “She’s worse than Lady Gaga!”

And it’s not just about the clothes themselves. On Sundays, visitors are presented with liberal quantities of free chardonnay, as I found out first hand. “We don’t want to charge people. We want them to feel welcome.” They are also hoping to host makeup tutorials with well-known local drag artists. “So many people have different ideas,” says Donna. “We’ve got the space, use it!”

Maurice is optimistic about the shop’s future as a local queer space. “When the word gets out, I can just imagine.” He tells Donna “It’s an honour to know you, and to know that this place exists. I think it’s daring.” She grins. “I’ve always been fearless.”