The history of Belle Epoque Roses

The term Belle Époque refers to a period of cultural, economic, and technological flourishing that took place in Europe between approximately 1871 and the beginning of World War I in 1914. During this time, art, fashion, architecture, science, and innovation experienced significant development. Paris, as the 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 such as Impressionism and Art Nouveau.

The history of Belle Epoque Roses

• 1978: Walter Verhue establishes Belle Epoque in Oostvoorne. As a pioneer in the world of roses, he specialized in locating 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. The sales activities expand across borders, making Belle Epoque an important player in the global rose market.

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

• 2020 - 2023: Belle Epoque is making a comeback as an online rose nursery and shop, ensuring that the unique products remain 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. In addition, Wouter is pioneering again by focusing on modern rose cultivation and developing an organic growing method. He is searching worldwide for new rose varieties and will introduce the Japanese roses from the brands Wabara and Princess Roses as the first in the Netherlands in 2025. In the coming years, he will further expand the assortment with new exclusive varieties.

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