“At TICA, I’m given the space to create something truly new.”

What Do You Enjoy most about your Job?

For Juliette, one thing is certain: this is a dream job that fits the way she likes to work. “I love creativity, but also structure and responsibility. At TICA, I get the chance to build something completely new and see immediate results.” She enjoys the trust she’s given and the entrepreneurship within the team. TICA Brussels is small, agile, and energetic, which makes it always feel like an opportunity to try something new.

The atmosphere also plays a big role. “The team feels really warm. You notice that people enjoy helping each other, and that makes driving to Brussels a lot of fun.”

How did you find your first month at TICA?

The first few weeks were mainly about getting used to things—not the job itself, but the language. “Flemish and Dutch people speak the same language… but then again, they don’t,” she laughs. “Sometimes I really had to listen twice or ask someone to repeat themselves to make sure I understood correctly.”

However, she soon noticed that TICA is an environment where open communication is key. There is room to ask questions, experiment, and collaborate. “My start was very positive. Lots of trust, plenty of challenges, and great support. Those are values that are super important to me.”

What are the biggest differences between Belgian and Dutch social media?

According to Juliette, the differences are bigger than people often think. “Belgians and Dutch people have different humor, different ways of saying things, and different levels of directness. And then you have the Walloons, who speak much less English.” That’s why social media in Belgium requires its own strategy.

The original TICA account doesn’t contain any French content, which means a large part of the market remains out of reach. Additionally, nuances in Flemish play a major role. “A single word can make a call to action come across completely differently. Copy-paste really doesn’t work here.” For Juliette, that’s exactly what makes her job fun: translating a brand’s DNA to another culture without losing its identity.

What can we expect in the near future?

Making the TICA Belgium atmosphere tangible. Not just showing what happens at TICA, but especially how it feels to step inside. “TICA Brussels has its own unique energy. That warmth and the inspiring feeling you get when walking through the store—that’s what I want to translate into our content,” she explains.

She is working on content that captures the typical TICA experience: the mix of beautiful products, inspiring stands, styles you don’t see everywhere, and the great flow you experience in Brussels. Juliette focuses on visual storytelling that appeals to professionals: atmosphere, color, materiality, and that typical TICA twist that members love so much. “I want people to see our posts and immediately think: ‘that’s TICA Belgium.’ That you recognize it by the style, the tranquility, the creativity, and the warm feeling.” So, expect more content centered around ambiance, inspiration, and emotional resonance—exactly what Belgian lifestyle professionals are looking for when putting together their collections.

Do you notice cultural differences between Dutch and Belgian colleagues?

Yes, and it often leads to funny situations. “Some words mean something completely different. We’ll just look at each other and laugh,” says Juliette. “And that word ‘werkze’—I didn’t know it at all.” Still, she notices that the differences actually contribute to creativity. Both teams complement each other, leading to fresh ideas and new perspectives.

Where do you get your inspiration?

Juliette is inspired by social media, but also—and especially—by the store in Brussels.
“I take a walk around every day. You always see something new: colors, trends, materials, products that just arrived… everything is stimulating.” Those small observations translate into content that stays true to TICA: honest, inspiring, and relevant for professionals.

Why should everyone follow TICA Belgium on social media?

Because that’s where you see what’s really happening. “We share more behind-the-scenes, we repost members, we show what it’s like here. That way, you stay completely up to date, even if you’re not in Brussels,” Juliette explains. Anyone who follows TICA Belgium gets a constant stream of inspiration, newly arrived finds, styling moments, and event updates.

Sooo… what are you waiting for? Like, share, comment, and stay completely up to date with TICA Belgium.

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