Jolie Women & Studio Jolie
The interior turned out exactly as we had envisioned. The execution also wentvery smoothly, thanks to the short lines of communication and close contact with Harmeling.
Two stores, one distinctive Jolie experience
In September 2011, we opened the doors of Jolie Women in a rented space. What started small quickly grew into a thriving store in the years that followed. As the business grew, so did our plans and ambitions. Eventually, we literally hit the ceiling of the space.
In 2019, we had the opportunity to purchase a property of over 350 m². That felt like the moment for us to truly take the next step—not just with the store, but with the concept behind it. We wanted to transition to a true one-stop-shop concept: not just selling clothing, but creating a place where customers could come for a complete outfit from start to finish.
An interior that suits Jolie
That step also required an interior to match. From the start, we knew that the experience had to play an important role in the store. We wanted customers to feel welcome the moment they walked in. A sort of warm, home-like atmosphere where you feel at ease and comfortable, but with a touch of gold.
You can really see that reflected in the interior today. The store feels warm and stylish, yet is also clearly organized and practically laid out. It works really well for us as a team, but what matters most is that customers instantly feel at ease. We see that every single day. In collaboration with Studio Harmeling, the interior turned out exactly as we envisioned it. The execution also went very smoothly, thanks to the short lines of communication and the close contact with Harmeling.
The next step: Studio Jolie
Jolie Women continued to grow, and before long we were again running out of space. When the building two doors down became available, we immediately saw a new opportunity.
Together with Eva, we then began brainstorming a second store concept: Studio Jolie. The idea was to maintain the same style and class, but in a slightly more accessible segment. This allowed us to appeal to a broader audience without losing the Jolie vibe.
Although Studio Jolie has its own target audience, we wanted customers to immediately feel that they were stepping into Jolie. That recognizable atmosphere had to be reflected in this store as well. In February 2026, that plan became a reality and Studio Jolie opened its doors. The interior visibly contributes to the in-store experience and turned out exactly as we had envisioned. We’ve since noticed that this same vibe is also attracting a new clientele. That’s wonderful to see.
The heart of the store
Anyone who walks into either store will immediately recognize a number of familiar elements. One feature really stands out to me: the bar in the store. It has truly become the heart of the store. This is where we work, have lunch, and enjoy drinks. At the same time, it’s also a pleasant spot for partners to wait for a bit with a cup of coffee.
Choosing quality
Working with Harmeling again for Studio Jolie felt like the obvious choice. As we say here: you get what you pay for. It’s quality that lasts for years.
And the fact that it was also carried out by a wonderful company from our beautiful Rijssen makes it even more special to us.
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