CASE
The Crown Princess: “Boss Ladies Is More Than a Project—You Are a Movement”
June 2022
This case is part of Divers’ transformation project, Boss Ladies. Supported by:
Boss Ladies is Divers’ largest and longest-running transformation project. The initiative aims to ensure that more women can unlock their potential in technical vocational education programs, which remain some of the most gender-segregated fields in the country. That’s why it’s essential to elevate these professions with the prestige and recognition they deserve.
In June 2022, then-Crown Princess Mary met with Boss Ladies ambassadors – a network of women working in technical vocational fields and industries. They shared their experiences of being among the first women in male-dominated sectors and the personal decisions that led them to challenge expectations and forge their own paths.
A Royal Role Model
Crown Princess Mary met with Boss Ladies ambassadors on their home turf – on a construction site in Copenhagen’s Nordvest district. The busy worksite had been transformed into a lively event space, complete with Boss Ladies flags, posters of female tradeswomen, and a red carpet. The agenda was to discuss the drive and passion that these women have for their craft, while creating a safe space to share the challenges of working in male-dominated industries.
Nina Groes, founder and director of Divers, welcomed the guests and highlighted the significance of the Crown Princess’s presence:“Your Royal Highness, having you here today means we can inspire even more young people to follow their dreams – regardless of gender. It helps us support more young women in claiming their right to say yes and no – the right to control their own lives.” The Crown Princess’s visit was a powerful show of support, helping to raise the profile of skilled trades and giving well-deserved recognition to the women leading the way.
Trailblazers
The Boss Ladies ambassadors spoke candidly about their personal experiences with loneliness, bullying, and sexual harassment – but also about the pride they take in their skills and the joy they find in their work. Their stories showed how they’re challenging gender stereotypes and fighting for the right to follow their passions in industries traditionally dominated by men. By doing so, they’re inspiring and opening doors for the next generation of women in technical fields.
Important Recognition
Crown Princess Mary listened with great interest as the Boss Ladies ambassadors shared their stories about how the ambassador network creates a supportive and inspiring community – one where women uplift each other and become the colleagues they often miss in their day-to-day work. The conversation was filled with both laughter and tears, and the Crown Princess was deeply moved by their stories. As the visit came to an end, she thanked the ambassadors and said: “You are more than a project – you are a movement.”