Elandsgracht Amsterdam

Linger real estate is a quiet presence on the Elandsgracht. Its modest store window and shopfront belie the ambitions and aspirations of its owners and employees. Now that Linger have a second office in the southeastern part of the city and five full time employees, they cover the whole of Amsterdam. Whereas other realtors have only recently – forced by dire economic circumstances – started paying closer attention to the needs and wants of their clients and offer more personalised service, Linger have embraced these elementary business principles since it first opened its doors. Linger have managed to spot opportunities in less fortunate times. It is precisely because of this combination of  business savvy and optimism that Linger continues to welcome more and more clients, mostly via word of mouth among expats and people with limited spending power.

Bel Ami frame makers and all-round art specialistsis unmistakeable by its sheer appearance. You are, by judging the store by it’s storefront, invited to step in and you won’t be disappointed. With its decorative, elegant wooden front panelling Bel Ami has become a very familiar face on the gracht. If anything, that description is almost more a cliche than a surprise, seeing as how the store celebrated its 25^th anniversary in 2012. Loved by its regulars, highly spoken of by connaisseurs, its reputation belies the store’s humble interior. Run with a profound love for, and interest in, art, especially art that can be hung on walls. Owner Marieke and her dedicated staff not only frame your prized images, they also restore works of art to their original glory. That takes patience, incredible eye for detail and a custom approach for each painting they work on. It is this specialised, tailored approach that has cemented its reputation.

Kwik Fix Massage is located at Elandsgracht number 61 A and has been for many years. It has been run by Chinese entrepreneurs ever since it first opened its doors. In August 2012, Alice took over and she immediately made an impact, turning the business into a highly praised and respectable massage parlor. What draws people in and keeps them coming back is the combination of expertise and a modest, polite atmosphere. As a result, Kwik Fix’s  service and attitude speak louder and clearer than any expensive advertising campaign. Unlike the reputation that comes with so many massage parlors that litter Amsterdam lately, Kwik Fix prides itself on essentials such as hygiene, modesty, meditative quietness and sobriety. The highly trained, polite staff  who are multi-lingual to boot, are all experts in traditional Chinese massage. They will do their utmost to have you walk out the door feeling refreshed and as relaxed as can be.  With its door open seven days a week, from noon until 10pm, it caters to even the busiest of schedules.

Sinds 1965, this quiet little business has made quite a name for itself. Over the years it has shown something that is not as common in small business anymore as one would expect or hope: it is reliable. Plain and simple. It cleans your clothes, carpets or even leather and suede items and will even collect and deliver. It has moved to Hazenstraat 65 early in 2012, but considering its track record and, well, the name, we still consider it part of the Elandsgracht. The laundromat’s interior may occasionally look like fifteen closets full of clothes exploded, there is definitely a method to the apparent madness. The owner, Coert, works almost round the clock and does it with a smile and a kind word for everyone who walks into his place. His trusted two assistants are equally dependable and are always in for a quick joke or anecdote about the neighbourhood. Being made to feel like a regular and walking home with a mountain of fresh clean clothes never fails to put a smile on your face.

Hollywood Mark Tattoo was established on the Elandsgracht in 2007, but owner Mark had by then already lived in The Netherlands for fifteen years. The discussion of fate vs coincidence is not one to be had here, but one cannot escape the notion Mark was destined to do what he does, and to end up right here. Mark was spotted in Los Angeles in the 1990s by Dutch tattoo legend Henk Schiffmacher, who was suitably impressed by the young artist’s work. So much so that he extended an invitation to join him as an apprentice. Mark jumped at the opportunity and quickly made a name for himself, soaking up the knowledge and skills that are now building and expanding Mark’s own reputation. Moreover, it is in Amsterdam that he met the love of his life. Mark runs a small yet very dedicated business, where no work of art leaves the shop without his own seal of approval. He has tattooed some of the biggest names in both Dutch and worldwide showbusiness, but is very discreet about all of that. He much prefers his work and that of his fellow tattoo artist, speak for themselves. Whether you are looking to get inked, or just want to see where vision and drive can get you, if you are looking for undiluted inspiration, come visit this place.

This Rob Peetoom hairdresser is one of fourteen nationwide. The imporium has turned the owner’s name into a widely recognised brand name. Fourteen years ago it opened the shop at number 68 where Vincent Langedijk became creative director. Vincent more or less grew up inside the company, having started out as a trainee at age 17.  The company operates by a certain philosophy: a hair cut works if it matches the customer’s personality. It is all about the individual and his or her uniqueness. Especially in this case, the phrase ‘everyone is unique’ is not a paradox, but something to strive for: highlight that uniqueness in everyone. Moreover, the brand has its own academy that trains its future hair stylists. They are then differentiated in Junior Stylists, Stylists and Senior Stylists, ranked according to experience and ability. They have their own price range, so you decide how much you want to spend on your haircut. It is the focus on what suits every individual, the details of each face and the classy environment that make a trip to Rob Peetoom quite an experience.

This language school offers Dutch courses to highly educated internationals (expats) who are here for work, university studies or less formal reasons. The 60 new students that Koentact hosts every 5 weeks, work mostly for international companies such as Air France, Tommy Hilfiger and Nike. They follow the lessons in private or in group form. What sets Koentact apart, is its approach to teaching the language: the Dutch lessons focus predominantly on the combination of language and culture. Therefore, students go out on the streets during which they are encouraged to put into practice their newly learned vocabulary by interacting with Amsterdam locals. Theory alone is fine, but nothing quite helps the memory as practice, when you want to learn Dutch. Koentact also organizes the Amsterdam Language Café for everyone who wants to practice his foreign languages, so also for the ‘real Amsterdammer’. It is this sympathetic, original and personal approach that suits the spirit of the Elandsgracht to a tee.

Studio Stroop is all about passion, craftsmanship and diversity. Three concepts that virtually all businesses along the Elandsgracht have in common. Business is good, as its growing clientele is as diverse as its treatments and range of products. 20somethings rub shoulders with octogenarians,  the rich mingle with the less rich,  locals or people from way outside the city limits – they all find their way to the Studio. What matters most to owner Wilfred is to make someone feel better and more confident after a treatment because ultimately, confidence and feeling comfortable give a person true beauty, Wilfred says. It makes perfect sense. You connect with it because that is how you want to be treated. Wilfred employs eight people, all of whom have been trained internally by means of a course that is Studio Stroop’s own. It was devised by Wilfred, who saw this as a great way of spreading his filosophy and creating an unofficial stamp of approval of his Studio and his methods. Besides this shop, he also runs a studio at the very heart of the Dutch broadcasting industry, in Hilversum. Plenty of celebrities pop in there on a regular basis for some treatment or other. All of this together really make any advertising superfluous. The brand speaks for itself by now.

Key Color is the kind of shop you might walk past without a second glance. Which is perfectly understandable, considering its non-flashy exterior. That is not to say however, that what is on the inside is not impressive. Quite the contrary. This fifteen year old business is the result of a man who, having learned the tricks of the photography trade at Kodak, decided to set up shop himself. That way he could put into practice his own ideas about service and customer interaction. Can you call such a thing a gamble when you know this is bound to be a success? People from Belgium and Gemany find their way to Frits’s shop, so the answer to that question seems obvious.  Frits does it all, whether you need quick passport pictures done, or looking for a floor-to-ceiling print of an image you found somewhere, Frits is your man. His clients range from the elderly lady down the street to big multinationals. You can come in here to print off images from a memory card, but Frits won’t let you leave until he’s made sure the images look the best they can – manually correcting them where necessary or desired. Service as it was meant to be.

Unlike some of the tanning salon’s most avid visitors, this place is rather inconspicuous and that works just fine for owner Coby. For a solid 25 years, this tanning place, has built its reputation, slowly expanding its services over the years, becoming more and more of a full blown beauty salon. The salon moved to a great new place on nr. 101, where it uses every square centimeter for its impressive array of sunbeds, wood panelled cabins and reclining massage chairs. The place offers handy frequent visitor cards at special rates. Not that it really needs to lure customers in. Once you’ve been once, odds are considerable that you will be back for more.