Rooted in Dutch Tradition. Flourishing in Modern Design.

At Willem & Jools, floral artistry is more than a craft — it’s a calling passed down through tradition and reimagined for today.
Founded with Dutch roots, our studio combines the sleek, sculptural grace of European floral design with Toronto’s modern creative diversity.
We are celebrated for lush, expressive arrangements, unexpected textures, and timeless compositions that feel as natural as they are deliberate.

A New Chapter, Same Beautiful Roots

For years, our Dutch-inspired sensibility has attracted customers who appreciate understated beauty, craftsmanship, and authenticity. That legacy continues today — now under new ownership — with a growing touch of artistic flair and emotion-driven design.
Whether it’s a romantic gesture, a celebration, or a quiet farewell, we’re here to make your moments memorable through flowers.
Each bouquet is handcrafted in our Toronto studio with premium blooms, thoughtful detail, and genuine care.

What We Offer

Everyday Bouquets & Just-Because Arrangements
Wedding & Event Floral Styling
Sympathy & Tribute Flowers
Seasonal Features (e.g., Mother’s Day, Valentine’s Day)
Local Delivery Throughout Toronto

A Note From the New Owner

“As we turn the page on a new chapter for Willem & Jools, I want to honour what has made this floral studio special: its Dutch heritage, loyal community, and elegant style, while also introducing a new layer of creativity and vision.

My promise is simple: we will maintain the core of the brand while providing a fresh, elevated experience in everything we create.

Caitlin Rostron

Visit Us or Shop Online

Whether you’re a longtime customer or discovering us for the first time, we invite you to experience the joy of thoughtful floral design — rooted in heritage, made for today.

Our Story

Before taking the reins at Willem & Jools, I spent my career immersed in the world of fashion. A place where creativity meets structure and every piece expresses identity. That background taught me not just how to put things together, but how to tell stories through design. Colour, shape, texture, movement—these elements translate beautifully from fabric to floral.

My journey into floristry started naturally, designing arrangements for the Spoke Club and feeling a deep sense of fulfillment from the emotional impact flowers can have. There’s something timeless and powerful about a perfectly balanced bouquet — it communicates without words.

When the chance arose to continue Willem & Jools' legacy, it felt like a natural step in my creative journey. The shop’s Dutch-inspired background aligns with my appreciation for form and simple elegance. Today, I bring my eye for styling, for unique textural and sculptural design, and a deep respect for tradition to every arrangement we craft.
This isn’t just a flower shop, it’s a studio where heritage and artistry come together, where every stem is arranged with intention. And where beauty is always in bloom.