A conversation with Pien and Patrick Valk of Jasmijn Bloembinders

For 27 years, Pien and Patrick have been running Jasmijn Bloembinders, a flower shop in Haarlem. Their vision is crystal clear: no ordinary bouquets, but exclusive flowers and plants that make an impression and are of the highest quality. "Colour is in our soul," they say. An impressive 90% of what Jasmijn Bloembinders sells is colourful, with only 10% in pastel or light tones. This principle extends across their entire range—flowers, candles, books, pots, vases, and artificial flowers—everything must be vibrant, unique, and of top quality. Together with their passionate team, they work tirelessly to uphold these values every day.

What Makes Jasmijn Bloembinders Stand Out?

Jasmijn Bloembinders sets itself apart with exceptional service. Many customers seek advice on which flowers and plants best suit their interiors, which is why Pien and Patrick often visit clients' homes to provide personalized recommendations. Additionally, they personally deliver all orders, ensuring customers never have to worry about transport. Over the years, this personal approach has fostered strong relationships, leading to loyal, returning customers. "Through this close connection, we gain valuable insights into our customers' tastes and preferences," says Pien.

Which Products Are Most Popular?

Jasmijn Bloembinders’ passion lies in colourful seasonal flowers, which form the backbone of their assortment. While they also offer year-round flowers, the focus remains on unique and special varieties. All flowers are purchased fresh daily from wholesalers at the auction. When selecting decorative materials, vases, and pots, Pien and Patrick personally choose items at trade fairs. "For Christmas 2025, we've already completed our purchasing, even though our store is still decorated for Easter," says Pien with a smile.

Advice for other florists

"Stay true to yourself. Flowers are all about passion, and that passion translates into a unique style. Ask yourself: what makes you happy? And ask your customers what makes them happy. If you combine those two elements in your floral designs, everything will fall into place."

Future plans

One potential change on the horizon is closing the store on Mondays. "This would give us more time to focus on projects for private homes and businesses—something we are passionate about, alongside running the store." With wedding season approaching, they are also concerned about the availability and cost of unique flowers. "A beautiful wedding arrangement is not cheap these days, especially given the rising cost of flowers." Despite these challenges, their dedication remains unwavering: "Bringing joy through colour, every single day, with great passion."

About the Customers

Jasmijn Bloembinders’ customer base is diverse, spanning all ages, but they share a deep appreciation for decorating their homes with fresh flowers and plants. "Sustainability isn’t a major discussion point for our customers; they trust our expertise. Quality is their top priority—and ours, too." In recent years, demand for artificial flowers and plants has significantly increased. "There are truly beautiful products available in that category now, but we will always remain florists at heart—fresh flowers are our true passion."

Finding inspiration

Pien and Patrick draw inspiration from a variety of sources. They attend numerous trade fairs, not only for purchasing but also for discovering new ideas. "We observe everything: city trips, hotel stays, gardens, and shops. What colours, materials, and products are trending?" Online inspiration plays a lesser role in their process, as they prefer to see, feel, and experience everything in person.

Trade Marketeer

Olga is mainly focussing on Trade relationships, connections and campaigns
for our range of products, mostly introductions. With a special focus on
Cut Chrysanthemums and the Eastern European market.

BLOG AUTHOR:

Get inspired!
By refreshing insights and floral splendor in our inspiration blogs

Publication: 10^thof April 2025

ARTICLE BY BLOOMROOM BY DÜMMEN ORANGE I WWW.DUMMENORANGE.COM

Always be up to date of
new inspiration?
Sign up for
our newsletter!

Get on our list