Elandsgracht Amsterdam

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.

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.

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.

Antique center Amsterdam, formerly known as ‘the Looier’ in an old garage. The space is enormous though it is packed to the rafters with antiques,  knickknacks, collectible items and rarities. Display cabinets guide you through a maze stalls and more displays, each owned by another dealer, collector or enthusiast. The center underwent a transformation “to dust it off and bring it into the 21^st century”, as the owner put it. Arnout and his wife Emrys ter Haak took over the business and decided to  overhaul the place, but keep it accessible to tourists, students and serious art lovers and collectors alike. Whether you come in looking to spend 5000 Euro or 5, there’s something here for everyone. The vast collection of items ranges from the bizarre to the funny and from the delicate to the breathtakingly beautiful. It is absolutely fascinating walking through this place and will make you wonder why you didn’t comer here sooner – or more often.

You have your restaurants, your clothing stores, your dry cleaning businesses, you name it, it is all to be found on the Elandsgracht. And then there is Baobab. A shop that is truly in a league of its own. An oasis in the lively gracht that hasn’t been a “gracht” since about a century. Step inside this place and it’s like you stepped into a Bedouin’s tent in a sandy place that still knows the meaning of summer. Owner Thea started her business in the 1960s, as a hobby. She and Baobab have grown up together on the Elandsgracht, as have her customers who first walked in as twenty somethings and have kept coming back as they became parents or even grandparents. Handmade jewellery, crafted ornaments, decorations, pieces of art, pottery, this store carries it all, from all the different continents. And there’s even more in the basement, which one imagines is what Ali Baba’s treasure cove may have looked like. By all means come in for a visit. Just make sure to take your time to marvel at all the amazing artifacts on offer.

In just seven years, Jurgen Ambrosius and his wife have found a home on the Elandsgracht for their toy store ‘De Kleine Eland’. In turn, the Elandsgracht has embraced this shop with its old-school toys, dolls, puzzles, games and any other classic toys you could think of.  With a primary school  nearby, their target market is just around the corner. The couple started their toy store in 1993, so 2013 marks quite the milestone.Through a coincidental meeting with the owner of the building, they kept in touch and were able to take his place in 2006 and open their doors to what must look like a true paradise for any kid that is not glued to an iPod, mobile phone or other electronic gadget. Even adults have a field day here, as it will doubtlessly take them back to their childhood with a lot of the toys on display. Expect to leave the shop with a big smile, and most likely some “ new, old toys”.

Owner Rob left one gallery to spread his wings and start his own in 2007. His gallery, named simply and effectively after himself, specialises in modern jewellery. It is partly the result of the experience Rob had built up in his previous gallery and partly the realisation of turning what was already a hobby into a profession. He convinced some of the artists that he already represented to come with him, but had to re-establish himself  by doing the rounds to sign new names to his business. Thanks to his extensive network and his familiarity with the Rietveld Academy, and other such places, this did not take too long. To his surprise and joy, his name and reputation still attracts both the more established artists and the new generation of artists.

Smit-Cruyff is the sportswear store of Amsterdam. First of all there is the obvious connection to one of the world’s legends of football (Johan Cruyff’s brother was a co-founder). This store opened its doors in 1940 and, as a result, has beaten a world war, recessions, depressions, you name it, only to come out victorious. What’s in a name, as a famous bard once wrote. Besides this, or maybe because of its spreading reputation, global sports brands like Puma and Nike were launched in The Netherlands via this very store. Yes, you read that right. The two current owners, Guno Reingoud and Robbie van der Straeten are now both in their fifties, and took over the business in 1998. These guys know every nook and cranny of the store, since they were working here  as assistants when they were teens, admiring the action photo’s and newspaper clippings that decorate the wall when they were teenagers. Needless to say this store holds a special place in their hearts, as does the gracht they are located on. For many Amsterdammers, Elandsgracht is synonymous with Smit-Cruyff. Here is to the next 70 years.