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 still had much to learn about entrepreneurship. Now, six years later, I’m proud of what I’ve accomplished! I find it very important that the shop truly reflects “Lou,” which is why I sell everything I personally like. This has made Geniet Bloem Lifestyle a combination of flowers, where creativity is important, and accessories, with which we surprise many people.
Our offering has changed significantly over the years. We’re more than just a flower shop with some accessories. We now also sell silk flowers, jewelry, bags, and stationery. At Geniet Bloem Lifestyle, you can really ‘browse around’; there’s so much to see and buy. I find it important that our customers feel at ease, that there’s always personal contact, and that the atmosphere feels homely. Everyone is welcome, and we show this through our approach and our assortment.
We’ve built our brand awareness through word-of-mouth advertising. Online marketing is now also helping significantly with this. I really enjoy working on it, but it sometimes gets pushed aside as it takes a lot of time. Since the rebranding of our website, I’ve noticed we’re getting more and more orders. The image people see online matches the style of the shop well; customers know exactly what to expect. This leads to positive reactions.
Christmas is THE season when we really go all out. Geniet is completely transformed into a Christmas shop! We make hand-bound wreaths, Christmas flower arrangements, and we set up our self-made – and by now ‘world famous’ in Bennekom – Christmas house. Customers specifically come to see this Christmas house again. Very nice. We also always give our own twist to our Christmas items; lots of glitter and color but still beautifully balanced. Finally, a Christmas tree is essential. I get these from my grower’s field in Lunteren. They always stay beautiful and create a wonderful atmosphere!
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 per piece. Previously, I shopped at TICA Aalsmeer every month, which was quite a drive. Now that the branch in Ede (located in the Plantion Wholesale Center) has opened, I go there more often. Because this location is smaller, I still visit TICA Aalsmeer and TICA Venlo as well.
Certainly! I go there every day when the shop is open, sometimes even twice a day. I mainly go to the wholesale center where we purchase our flowers and plants. Additionally, we now combine it with a visit to TICA. It’s very convenient that everything is in one place and there’s plenty of choice and supply.
Besides our handmade wreaths and flower arrangements, we also sell many genuine Christmas items such as glitter amaryllis, Christmas angels, Christmas baubles, and Rustik Lys candles. The jewelry also does very well as gifts under the tree. We wrap them extra festively.
I don’t stick to one brand, but rather to a color theme. When I walk through TICA, I pick up various items that match this theme. Currently, these include decorations from Corios, the wonderful scented candles from J-line, greeting cards from Kaartjes van Maaike, and Christmas decorations from Light Living.
I find TICA’s branding so recognizable! TICA Ede is very different from the other locations, yet you immediately see that this is a TICA branch. Through the large round counter, the layouts, sightlines, and corporate colors. While there are so many brands together in one building, TICA manages to create a unified whole. Sometimes I even smell a certain scent (for example, when I was recently at the flower auction in Plantion) that immediately reminded me of TICA. Additionally, I like how TICA inspires entrepreneurs through events, social media, and the inspiration points in their branches.
