The term Belle Époque refers to a period of cultural, economic, and technological flourishing in Europe between approximately 1871 and the outbreak of World War I in 1914. During this time, art, fashion, architecture, science, and innovation flourished. Paris, as a center of art and culture, played a significant role in this.

The name literally means "beautiful time" and evokes images of luxury, elegance, and optimism. This period was characterized by societal progress, such as the construction of iconic buildings (e.g., 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. 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.DMaarse and Sons take over Belle Epoque. Under the leadership of Huib Smelt, the Belle Epoque name is elevated to a higher level. Thanks to his efforts, the company grows into an internationally recognized brand. Sales activities expand internationally, making Belle Epoque a major player in the global rose market.

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

• 2020 - 2023: Belle Epoque is relaunching as an online rose nursery and shop, ensuring its unique products remain available to customers.

• January 1, 2024: The company is being taken over by Aalsmeer entrepreneur Wouter de Vries. He is building on the rich history of Belle Epoque and reopening a physical store at Rietwijkeroordweg 28 in Aalsmeer. Wouter is also pioneering again by focusing on modern rose cultivation and developing organic growing methods. He searches worldwide for new rose varieties and, in 2025, will be the first in the Netherlands to introduce Japanese roses from the brands Wabara and Princess RosesIn the coming years he will further expand the range with new exclusive varieties.

This history shows how Belle Epoque continually renews itself and continues to build a tradition of quality, innovation and international cooperation.