Elandsgracht Amsterdam

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.

This  garage-turned-pharmacy was a welcome addition to the gracht when it got here in 2006 and has proven one of those places that people like coming back to. You listen to general manager Conny and it all sounds so straightforward: it is all about product knowledge and honesty. Her personnel is supposed to know what they’re talking about if they are to offer reliable advice to their customers. The fact that they get to try all new products is not only a great way of achieving this, the staff take great pleasure in it, too. Their modest yet professional attitudes make Etos a great place to wander around in. Browse at your leisure without feeling accosted by pushy people looking for a quick sale. The Etos employees had rather they gave you good advice without selling you something then making you buy something that does not really benefit you. Result: a steadily growing number of regulars as well as new customers. Common sense is good business.

Vroom & Nobbe optician is a business that has been handed down to the second generation of the Nobbe family. They are currently starting to prepare the next generation to take over in due course. The shop at number 142 has graced the Elandsgracht since 1947, so a remarkable 65^th birthday is celebrated in 2012. All this time, it has never delivered anything less than “five star service”, as current owner, and nephew to the founder, explains. In turn, he has trained his son and daughter in the business, whereby the relevance and importance of true craftsmanship and specialism are accentuated.After all, it’s these aspects that differentiates Vroom & Nobbe from its competitors. But the shop has more aces up its sleeves. It visits people at home to bring its services to their doorstep, and does all the polishing, grinding and measurements by hand. That is not to say it shies away from technological advances: it has a feature on its website whereby you can see what different frames look like on your own face. Whether you need new glasses, lenses or nothing of the sort – this is a shop to treasure.

Owner Stef Comman is a third generation bicycle repairman. Both his grandfather and his father were in the business before him. As a teenager, Stef never really fancied a career fixing bikes. Until he started lending a hand in the shop on busy days.  His dad, not about to have his own son as his apprentice, sent Stef to some of the biggest names in the business to learn the trade. Once he was qualified, Stef went to work for his dad, and now, nearly twenty years on, Stef runs the place, with a passion and interest he’d not imagined possible as a young lad. He welcomes his customers with a joke and friendly banter, but as everyone who steps into his shop soon finds out, the advice he offers is never less than sound, honest and professional. Talk to him for more than five minutes and it becomes clear this man loves what he does. And as he witnessed the biggest brands in the business starting to use inferior materials on their bikes in a desparate attempt to survive the economic downturn, he grew frustrated but also determined not to go along with that. So he started a brand in his own name: superior materials, amazing design, and best of all: manufactured locally, Stef Comman has virtually guaranteed his name and survival. He will not bike gently into the night, that much is certain.

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.

Who does not love a place where you can catch up with that neighbour you haven’t spoken in a while, in a shop that not only looks amazing, but smells irresistable? If you answer that with a clever “I”, you obviously have not vistited Arnold Cornelis at number 78. And we in turn will strongly encourage you to do so. Because  it really is a treat. Take a load off, have some coffee to go with one of their mouthwatering treats and your day just got even better than it already was. Joke is one of the driving forces behind the store and can be found behind the counter every day, with an easy smile and a pleasant demeanor. 28 Years and counting has she done this. It’s the regulars that keep coming back for more that has her still loving her work. Arnold Cornelis make and bake all their goods at the very first location they opened: on the van Baerlestraat. So do not expect artificial ingredients, wrapped in mass-produced cakes and tartlets. Do expect the sweet taste of fine patisserie, made with pride.

Ask a random Amsterdammer about Edison and eight out of ten will say” Isn’t that the carpet place?” That is one of the first things current owner Henriette says when asked about her business. It is a bold statement, but anecdotes abound that support its accuracy. Like the one where a previous owner in the 1980s did some DIY product placement by displaying the company logo for all to see during the filming of the Dutch cult classic “Amsterdamned”. Several trams also carried life size logo’s of the business as they cruised through the entire capital for weeks on end. Despite Henriette not knowing exactly how long Edison has been in business, she herself is considered one of the guiding forces behind the scenes. Of course, as an owner for the past six years, but she was an employee for no less than two decades prior to that. A conservative estimate by Henriette indicates Edison was
already around in the early 1970s, although back then it conducted its business on the Rozengracht. The diversity in its inventory of home furnishings, and the ability to adapt to changing trends and changing customer behaviour have set Edison apart all these years and have built its enduring reputation. The Elandsgracht would not be the same without Edison. Enough said.

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.

It would be too easy to write something cheesy about this store. So we won’t. Instead, please come and meet Edwin and Henk, the business partnership who successfully started, and still run; five Kaashuis Tromp shops all across Amsterdam. Atypically, and fortunately for customers, none of these feel like a franchise formula. The duo train their personnel on the job in all things cheese related, and regularly organise tastings so their staff know what they’re selling and can inform their customers accordingly. Advice and experience are key to these busy and passionate cheese connaisseurs. This is reflected in all aspects of the shop interior. It looks inviting, and gives you an appetite. Plus, all employees are both willing and able to advise you on their selection. That,  no matter what shop you’re in and no matter how often you’ve experienced it, always remains a pleasure. Who needs advertising with that kind of reputation?

HP Horlogerie is one of the true jewels on the Elandsgracht. Especially for the connoisseurs and fans of beautiful watches, who know what they’re after and are aware of how hard to find some watches can be. Leave it to founder and owner Henk to find such rarities. Back in 1990, having already spent several years plying his trade selling his goods at markets right here in Amsterdam, Henk decided to set up a shop in antique furniture. As the space at Elandsgracht 38 became available, Henk didn’t need to think twice. His business did well, but even so, after the better part of a decade, Henk performed an experiment by putting a rare and beautiful watch in the display window. It sold within days. He repeated this several times and then decided to focus on watches exclusively. Another decade on and his reputation – and therefore his business- is flourishing. He is a welcome presence on both internet for a and watch fairs around Europe. His excellent service and range of watches make him a favourite among many returning customers. The shop window and the shop itself are a sight to behold. Come witness for yourself, whether you can barely afford the small dial on a Rolex, or intend to purchase a Breitling from the early 20th century, it never hurts to look.