The term Belle Époque refers to a period of cultural, economic, and technological flourishing that took place in Europe between about 1871 and the start of the First World War in 1914. During this time, art, fashion, architecture, science, and innovation experienced great development. Paris, as a center of art and culture, played an important role in this.

The name literally means "beautiful time" and evokes images of luxury, elegance, and optimism. This period is characterized by progress in society, such as the construction of iconic buildings (for example, the Eiffel Tower), and the emergence of new art movements like Impressionism and Art Nouveau.

The history of Belle Epoque Roses

• 1978: Walter Verhue founded Belle Epoque in Oostvoorne. As a pioneer in the rose world, he specialized in tracking down forgotten, old-fashioned rose varieties throughout Europe. He reintroduced these varieties to the market, leading to a unique cultivation of traditional rose varieties. This immediately gave Belle Epoque a distinctive position in the market.

• 1990: Huib Smelt and J.D. Maarse and sons take over Belle Epoque. Under the leadership of Huib Smelt, the name Belle Epoque is elevated to a higher level. Thanks to his efforts, the company grows into an internationally recognized brand. Sales activities expand across borders, making Belle Epoque an important player in the global rose market.

• 2019: Due to a lack of succession, the company Belle Epoque, together with J.D. Maarse and sons, is terminated.

• 2020 - 2023: Belle Epoque makes a fresh start as an online rose nursery and shop, keeping the unique products still available to customers.

• January 1, 2024: The company comes into the hands of the Aalsmeer entrepreneur Wouter de Vries. He builds on the rich history of Belle Epoque and reopens a physical store at Rietwijkeroordweg 28 in Aalsmeer. Additionally, Wouter is pioneering again by focusing on modern rose cultivation and developing an organic growing method. He searches worldwide for new rose varieties and in 2025 introduces the Japanese roses from the brands Wabara and Princess Roses for the first time in the Netherlands. In the coming years, he will further expand the assortment with new exclusive varieties.

This history shows how Belle Epoque continuously renews itself and keeps building a tradition of quality, innovation, and international cooperation.