Look inside at Geniet Bloem & Lifestyle

‘Typical TICA for me; is the branding of TICA, despite the diversity of brands and branches, it still represents one and the same brand.’

Typisch TICA Binnenkijken bij Geniet Bloem & Lifestyle

Let’s introduce! Who are you?

My name is Malou Stroomberg (31) and I live with my boyfriend Frank and dog Karel. I always dreamed of having my own shop and when the premises in Bennekom became available in 2018, I took the plunge. I had little purchasing experience and had a lot to learn about entrepreneurship. Now, six years later, I am proud of what I have put up! It is very important to me that the shop is truly ‘Lou’ and that is why I sell everything I like myself. As a result, Geniet Bloem & Lifestyle has become a combination between flowers, where creativity is important, and accessories, with which we surprise many people.

What kind of shop concept is Geniet Bloem & Lifestyle?

Our offer has changed a lot over the years. We are more than just a flower shop with some accessories. Meanwhile, we also sell silk flowers, jewellery, bags and stationary. At Geniet Bloem & Lifestyle you can really ‘browse around’; there is so much to see and buy. I find it important that our customers feel at ease, there is always personal contact and the atmosphere feels homely. Everyone is welcome and we show that through our approach and our product range.

How do you ensure sufficient brand awareness?

We have built our brand awareness through word of mouth. The use of online marketing now also helps us a lot. I really enjoy doing this, but it sometimes slips through. After all, it takes a lot of time. Since the re-branding of our website, I have noticed that we are getting more and more orders. The image people see online corresponds well to the style of the shop, so customers know exactly what to expect. That creates positive reactions.

Get inspired by Geniet Bloem & Lifestyle

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How do you reflect the festive season in the Geniet concept?

Christmas is the season when we go all out. Geniet is completely transformed into a Christmas shop! We make hand-tied wreaths, Christmas flower arrangements and we place our home-made – and now ‘world famous’ in Bennekom – Christmas house. Customers come by especially to see this Christmas house again. Very nice. Furthermore, we always give our Christmas articles our own twist; lots of glitter and colour but nicely balanced. Finally, a Christmas tree is a must. I get these from the land at my grower in Lunteren. They always remain beautiful and give a lovely atmosphere!

How did you end up at TICA?

Through the advice of a friend, who also had a shop. Since the start of Geniet Bloem & Lifestyle, I immediately became a TICA member. I like the concept; various (interior) styles and different exhibitors under one roof where you can purchase by the piece. I used to shop at TICA Aalsmeer every month, which was quite a drive. Now that the branch in Ede (located in the Plantion wholesale centre) has opened, I go there more often. Because this branch is smaller, I also still visit TICA Aalsmeer and TICA Venlo.

Have you come to the Plantion wholesale centre before?

Definitely! I come there every day when the shop is open and sometimes even twice a day. I then mainly go to the wholesale centre where we purchase our flowers and plants. We then also combine it with a visit to TICA. Very nice that everything is close together and that there is plenty of choice and supply.

What kind of Christmas presents are bought a lot from you?

Besides our homemade wreaths and flower arrangements, we also sell many real Christmas items such as glitter amaryllis, Christmas angels, Christmas balls and candles by Rustik Lys. The ornaments also do very well as presents under the tree. We will wrap it in an extra festive way.

The shop range of Geniet Bloem & Lifestyle

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Which TICA brands do you always succeed at for party decorations or gifts?

I don’t stick to one brand, but mainly to a colour theme. When I walk through TICA, I then pick up different items that match it. Now, for example, the decoration by Corios, the lovely scented candles by J-line, the greeting cards by Kaartjes van Maaike and the Christmas decoration by Light & Living.

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What is ‘Typically TICA’ for you?

I find the branding of TICA so recognisable! In fact, TICA Ede is very different from the other locations, yet you can immediately see that this is a TICA branch. Because of the large round counter, the layouts, sightlines and the house style colours. While there are so many brands together in one building, TICA still manages to make it a whole. Incidentally, I also sometimes smell a certain scent (for example when I was at the Plantion flower auction the other day), which immediately reminded me of TICA. I also like the fact that TICA inspires entrepreneurs via the events, social media and the inspiration points in the branches.

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