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.