Our story
A place to bloom, softly and slowly
When I was a little girl, I dreamed of having my own flower shop, a soft little world where everything felt calm, kind, and full of beauty. Maybe you’ve longed for that too.
I never outgrew that dream. It simply changed shape. Today, it lives on in Fleur Amsterdam.
My love for self-expression started early. I would spend hours playing dress-up, lost in textures and colours, creating little rituals around what I wore. It was never about standing out, it was about feeling like me.
My grandmother would sit by the window, sewing the most delicate things. Watching her hands move with such intention taught me: true beauty lives in the details, in softness, care, and patience.
That same spirit runs through everything we create at Fleur Amsterdam.
A slower kind of beauty
Fleur Amsterdam was never about chasing trends. It was born from a need for something slower, softer, and more meaningful.
A space where beauty becomes a form of wellness, not pressure. Not noise. Just calm, clarity, and presence.
In a world that moves too fast, where things are made to be thrown away, we choose to slow down.
The things you wear and use should feel like home, soft on your skin, soothing to your mind, and kind to the world. That’s why we produce in small batches, use natural, recycled or certified materials, and partner only with ateliers who honour people and craftsmanship alike.
Because slowing down isn’t just about style, it’s about intention.
Where beauty becomes a ritual
Each piece is made to support your softness: your moments, your rituals, your rhythm. We love colour, but always in a way that soothes. We love elegance, but never noise. We design pieces that hold space for you, not the other way around.
Just like a flower doesn’t try to bloom, but simply needs the right conditions. We believe you don’t need to do more, be more, or try harder.
You just need space to feel like yourself.
Step into Fleur Amsterdam, a quiet space to reconnect, slow down, and simply be you.
With love,
Fleur