Every month we put a special star in the spotlight on Happlify.nl - the Happlify Crew webshop of the month! This month it is Viltbloemist , the inspiring enterprise of Daphne.
Why Felt Florist is webshop of the month
Felt florist is unique in its kind, you will find the immortalization of the transient beauty of flowers, because at Felt florist they are handmade from natural and sustainable wool felt. Founder and Flower lover Daphne started Viltbloemist from her passion to keep flowers in full bloom without the worries of wilting or maintenance. Her creations always shine, full of color and bring a lasting memory of precious moments. In addition, the Viltbloemist-Bloemen-academie offers both online and offline workshops, so that you can learn how to make these beautiful felt flowers yourself. In the webshop you can easily order all materials and DIY packages. This combination of positivity, craftsmanship, and sustainability makes Viltbloemist a right choice as webshop of the month at Happlify! We asked Daphne a few questions, will you read along?
Who are you and what do you do?
I am Daphne Engelke, mother of a teenager (Pelle 2005) and married to Marc. We live in the center of Eindhoven in a lovely terraced house. After VWO I did a training in care, because I wanted to stand on my own two feet and be a financially independent woman.
I would have preferred to go to art school, but I didn't think I would be able to find a job there. That's why I chose healthcare. I worked for years in various institutions for people with intellectual disabilities and behavioral problems/autism. I started as a group supervisor, grew to team leader and later I also started giving training to colleagues.
My experience in healthcare, contact with people, giving training and writing plans, are – for me now as a Felt Florist – valuable experiences to talk to my clients. What do they want, how do they feel, how can I best approach a workshop…
I have been the Felt Florist of the Netherlands since 2018, a pioneer in the field of making felt flowers. In the Netherlands, this was still an unknown “hobby”. In the meantime, making felt flowers has grown into a real hype, especially now that real flowers have come under such a magnifying glass. I have written a DIY book: felt flowers, make the most beautiful flowers from wool felt, there are 12 different bloom boxes in the shops, I give workshops online and live and in March 2025 my second book will be published!
How did you come up with the idea to start your store and/or webshop?
To be honest, the creation of my company started out of necessity. Our son Pelle has autism and despite the fact that I had suspected this for years, after all, I worked with people with autism myself, he was only diagnosed when he was 12. Because I knew that he – and I – would not make it if I kept my job, I quit my paid job in 2018. I increasingly felt like I had to split myself into three, as a mother, entrepreneur and employee. I wanted to have more time to be there for Pelle as a mother and I really wanted to go for my own company for the full 100 percent. Radical changes to everything and investing in my company have yielded the results we have today! And what joy and pleasure De Viltbloemist gives me!
What is your current favorite product and why?
I actually don't have a favorite product because I love everything I make. Flowers are so beautiful and so cheerful and so nice to make. And that is something I would like everyone to experience. Making flowers is a wonderful hobby, gives peace and beautiful results. And the best thing is that even men/friends/partners find this a nice hobby because you can put new flowers in a vase with the previously made flowers! You don't have to put on the umpteenth crocheted hat or put potted baking dishes in your cupboard whahaha.
What do you like most about running your webshop?
The best thing about my company is the variety. When I had to choose what I wanted to study, I hated having to make a choice. I had 3 different part-time jobs at the time and enjoyed it! NOW I am everything. From director to coffee lady, from financial advisor to content creator, from photographer to packer. And because I am super disciplined, I can also put all functions into action perfectly. I plan my time efficiently, which is probably also because when Pelle was between 12 and 18, I had to let go of my work as soon as he needed me. And my company doesn't run itself either, unfortunately. Now that he is almost 20, I notice that I have a bit more space and can sometimes just "mess around". That messing around then produces the nicest new ideas and flowers. And that makes me really happy. Making new designs, trying out new flowers and converting them into special specimens for the vase or working them out so that I can give a workshop with them.
How do you keep your webshop/collection interesting for your customers?
Keeping your collection blooming is quite a challenge I think. It's finding the balance between how to attract new customers and how to retain your regular customers and how to get fans of your brand! New flowers, new workshops, new content and soon a new book that ensures that both old and new customers "engage" with what my company has to offer.
Small side note, I am constantly working on the realization that what is there can also be good enough. I believe that we do not always have to grow economically and want more, that the world is better off if we can also look at what we already have. I have a good income with my company, but does it have to grow every year? I don't think so. My company was founded from caring for our son, that he can lead a good life and that I can still really feel like Daphne and that I can make beautiful flowers for dear customers that will last a lifetime. All of that gives me a great feeling because I have succeeded with my company!!
What do you think of Happlify? And why are you on Happlify with your shop?
I got to know Happlify through Maaike van Houtmoed and the atmosphere and branding appealed to me. I choose my advertising expenses very carefully, because every cost item is one. Happlify is a large platform where my customers can be found. The shops that are on it fit my company and the way in which communication takes place from customer to company I experience as pleasant. And I know for sure that customers experience it that way too.
Is there anything else we should know about your webshop?
Absolutely! There will be a second DIY book in March 2025! Felt flowers for every season, from spring bouquet to Christmas wreath. With new designs, beautiful bouquets to recreate and even a chapter about Christmas. So quickly to the Felt Flower webshop : the presale starts on 22-11.
Who's next?
Are you also curious which webshop we will highlight next month? Then make sure you don't miss anything and sign up for our Happy thoughts newsletter .
At Happlify we are always looking for those special places on the internet that make you happy. In this section you get the chance to get to know the most unique, creative and inspiring webshops, brands or events that are affiliated with the Happlify Crew. Do you know or have a cool shop yourself? Tip us or sign up here . Do you have a suggestion for which webshop should be Happlify Crew webshop of the month? Then tip us and who knows!
All images are from Viltbloemist, photography Love from Fleur .
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