Jolie Women & Studio Jolie
Not one, but two trendy fashion stores with inviting interiors on the same street.
A great example of how a strong interior design concept can evolve while remaining true to the business owner’s identity.
- Design
- Project Management
- Engineering
- Production
- Assembly
In 2021, we created a new store interior for Jolie Women in Rijssen, designed by Studio Harmeling, our in-house design studio. The collaboration was so successful that five years later, we took on another project: Studio Jolie. This store opened its doors in February 2026.
Owner Joanne Ballast wanted to create a fashion store with a warm, inviting atmosphere—a place where customers can browse at their leisure, try on clothes, and linger for a while. In the design, we combined dark wood with gold accents, white marble, and subtle shades of pink. The combination of these materials creates a contemporary look that perfectly complements the store’s character.
Smart use of space
The building presented a few spatial challenges. Columns and utilities from the apartments above are located in the middle of the store. Instead of hiding them, we made them part of the design.
Four gold-colored, square columns form the heart of the store. We organized various functions around these elements. One column incorporates a coffee nook, another provides space for mannequins, and shoe displays are integrated at the back. Between the columns stands a bar table where customers can enjoy a cup of coffee, but where the team also gathers at the end of the workday.
Focus on presentation and experience
During the design process, the idea arose to expand the product range to include jewelry. This was given its own space on a series of white display blocks near the checkout area.
The fitting rooms are located at the back of the store, so customers can try on items in peace and out of sight from the street. Joanne personally selected the wallpaper and lighting here, giving this area its own distinctive and atmospheric feel within the overall space.
The success of Jolie Women led to a follow-up project.
Studio Jolie
Two buildings down, we once again designed the interior for a new store: Studio Jolie, located in the former space of Jolie Women. This store targets a more accessible market segment, but its aesthetic remains true to the original concept.
Studio Harmeling also handled the interior design for this store. The concept was adapted to a lower, elongated space. The coffee table once again serves as a central focal point in the store, and accessories play a prominent role in the presentation of the collection.
Based on the experiences with the first store, several practical improvements were also implemented. For example, the wall shelves along the gold-colored wall are lighter and shorter, making them more flexible to arrange.
With two stores on the same street, this project beautifully demonstrates how a strong interior concept can evolve and continue to align with the entrepreneur’s identity.
Joanne's experience
Do you have a question, or would you like to know how we can help you with interior design? Please contact us.
