A flower shop on De Clercqstraat has occupied the same location for over eight decades. Bloemenweelde, based at De Clercqstraat 114, has operated under that name since 1942, serving generations of local residents for weddings, funerals, and daily purchases.
Staff member Guus de Bouter, who marks 25 years at the business on 1 October, notes that his mother wore a corsage from the shop when his parents married in 1955.
While the Vreken family founded and ran the store for decades, it was bought in 2022 by De Roos Geschenken B.V., a company led by Bart Wilting that previously ran a flower business on the same street.
Custom arrangements and changing habits
The shop relies on daily fresh deliveries from auction and specialises in custom floral arrangements. Clients have long visited from surrounding neighbourhoods, including the Jordaan and the Spaarndammerbuurt, for specific designs ranging from wedding displays to elaborate funeral pieces.
Over the last 25 years, the store expanded its stock to include indoor plants, vases, and pots.
De Bouter notes that customer habits have shifted over time, with local buyers and growing numbers of international residents purchasing items, though some traditional weekly buyers have cut back to monthly visits or switched to plants.
Adapting to sustainable retail standards
Bloemenweelde holds a gold certification from Duurzame Bloemist. The standard requires that at least 50% of the flowers and plants in the shop are grown responsibly, alongside greener delivery options and a selection of organic flowers.
Despite broader challenges in the floral sector, where older owners are retiring without successors and vocational student numbers have dropped, the shop expects to remain on the street for years to come.
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