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Our Story

Located in the Heart of Roncesvalles

Roncesvalles is a tremendous community composed of supportive customers and shopkeepers who value sustainability, local artistry and quality. With that in mind, we created a bright and beautiful shop that reflects those values. We invite you to come and visit our store.

Hours of Operation:
Monday- Limited Hours
Tuesday: 10:00am-4:00pm
Wednesday: 10:00am-4:00pm
Thursday: 10:00-5:00pm
Friday: 10:00-5:00pm
Saturday: 10:00-5:00pm
Sunday: 11:00-4:00pm

Location: 125 Roncesvalles Avenue, Toronto


We take tremendous pride in providing the best quality flowers, plants and products at our shop.

We’ve developed strong relationship with many Ontario farmers and we are proud members of The Local Flower Collective. The collective consists of passionate growers and florists that are striving to bring organically and locally grown blooms to your table.

We also import Dutch grown flowers from high-quality suppliers and offer a range of beautiful vases for arrangements and materials for hand-tied bouquets.


We have a beautiful collection of potted plants that are hand-curated every week. We source our plants from the best greenhouses in Ontario and our track record for quality has been next to impeccable. From low-light, easy care plants all the way up to full-sun plants, we have something for everyone.

Our plants are complemented by beautiful and unique pots. In fact, a resounding comment we get from customers in our store is “you have the best selection of pots and containers in the city”! 

We’re happy to deliver our plants across the GTA. If you’re looking to send a gorgeous plant in a beautiful container, please call us at the store at 416-588-5566 to discuss your options.

About Joanne Winkelaar,
Owner of Willem & Jools

Hi! I’m Joanne and, coincidentally, my last name in Dutch loosely translates to “shopkeeper”. With a Dutch heritage, I feel I had an innate calling in the world of flowers.

After attending Western University, where I studied English Literature, I entered into fundraising. I enjoyed myself, but always felt I was meant to do something more creative.

I decided to join a busy downtown floral shop and immediately I knew that flowers were my true passion. A year and a half later, I started my first floral business creating arrangements for corporate events.

When I had my first son, Liam (“Willem”), I decided to take a step back and focus my attention on motherhood. After Liam’s sixth birthday, I rejoined the world of floristry by entering into a partnership with a large wedding and events company. After a few years, I became pregnant with my second son, Jules (“Jools”), so I left the company to focus again on my family.

A few years later, a very serendipitous thing happened. Just as I was trying to decide how to re-enter the floral industry, a corner store in my beloved Roncesvalles neighbourhood came up for lease. I fell in love immediately with the idea of opening a local flower shop and, in June 2015, Willem & Jools was born.

Our Commitment

At Willem & Jools, we strive to compose the freshest and most creative designs in Toronto. We are dedicated to style, texture and colour composition and we deeply care about your customer experience.

Having been in the floral business for over 15 years, we’ve developed relationships with over 20 local Ontario farmers and Dutch growers who share our commitment to quality and beauty.

See What We're Designing this Week...