Ann Claes, CEO of JBC: "You are happier as a person when you give something back to someone else"
JBC is not just another Belgian clothing chain. It is a warm family business actively working for a better world for children. For instance, they have been a partner of OVWB for several years. They act as a collection point for the laptops of our Heartware project as well as financially supporting several Colourful Fests. CEO Ann Claes elaborates on their motivation. Familial is in our DNA "In 2021, my brother and I became acquainted with OVWB. They introduced us to their Heartware project and we immediately felt a match. JBC is known for children's clothing and targets young families with children. So when it comes to children, it touches us just a little deeper. We are a family business where the third generation is already fully on board. 'From families for families' is our slogan. So meaning something for families aligns with our DNA." "We act as a collection point where people can bring in their old laptops. With 115 retail outlets across Belgium, there is always a JBC nearby. The collected laptops go to our central warehouse in Houthalen, from where they are passed on to OVWB. A partner of theirs then reconditions the devices so that they can be distributed to children and families who need them most." The importance of leisure and culture in integration "It is important to realise that we have it good here. Unfortunately, this is not the case for everyone. We therefore think it is essential that everyone gets equal opportunities and that we can contribute to that." "Besides our role as a collection point, we have also co-sponsored two editions of the ColourfulFest. A valuable initiative at school where recreation and culture take centre stage. Because in families with limited financial resources, the fun activities - such as sports, leisure and culture - are often the first to fall by the wayside, while it is precisely those experiences that contribute to integration and well-being." Close, warm involvement "What makes the partnership with OVWB so special is the commitment. We know each other well and know exactly what happens with our support. The people on the board are also actively involved themselves, either financially or by rolling up their sleeves." "We see tangible results and have direct contact with the people who take action. We hear how many families have been helped by a laptop so their children can follow along at school. We watch footage from the ColourfulFest, where children are visibly enjoying themselves. That creates genuine satisfaction." "So my message to entrepreneurs who are still hesitating to get involved in the fight against underprivilege is: just do it. It makes you happier yourself if you mean something to someone else. That has even been scientifically proven."









