Heinen Delfts Blauw transforms stores during corona pandemic

Heinen Delfts Blauw has transformed two of her stores to My Jewellery Shop & Go stores. Two other shops switch from selling Delft blue earthenware to becoming a Van Delft peppernuts factory. "Unusual times need unusual decisions", says owner Jorrit Heinen. "Companies need to support each other in this time of crisis."

My Jewellery and Van Delft aren't the only Dutch companies that Heinen Delfts Blauw wants to cooperate with. "We are looking for unique ways of working together now that every company is facing the same challenges. How do we survive this corona pandemic", Jorrit explains. "That means that for the time being we need to transfrom some of our stores and try other approaches. Since the pandemic started we missed out on impuls buying tourists, they used to be our main customer. That is why we decided to join forces with strong Dutch brands that speak to another type of customer. Two shops are now My Jewellery Shop & Go shops and two other shops are being transformed to peppernut factories by Van Delft. Of course our other shops continu under the name Heinen Delfts Blauw, but here we change the target audience from toerists to the Dutch consumer."

The Heinen Delfts Blauw shops in the Leidsestraat and at Central Station in Amsterdam are now My Jewellery Shop & Go boutiques. Here you find the bestseller pieces from the My Jewellery collection, including the initial collection, powerstones & moments to collect. The stores are set up in a way to help the customer find the perfect gift for themselves or someone else. The collection mainly exists out of jewellery that are known for the high quality and fair price.

The Heinen Delfts Blauw shops at Damrak and in the Mint Tower are temporarily transformed into Van Delft peppernut factories, perhaps the most famous Dutch product after Delft blue earthenware. Van Delft is the oldest and largest factory of the beloved pepernut and they are responsible for about 70% of the sold peppernuts in The Netherlands. A visit to these stores is a real experience, because you can buy peppernuts in over fifty flavours, including caramel-sea salt and truffle-cinnamon. The peppernuts are made of a mix containing a mix of nine herbs and chocolate from Belgian top quality.

"Our other six stores are still open as Heinen Delfts Blauw shops", says Jorrit. "Here we just changed the collection so that we attract more Dutch customers that love beautiful home decoration pieces and porcelain tableware, and we are less focussed on the foreign tourists. Our factory in Delft is fully open and tours and workshops Delft blue painting are available again. The workshops in Amsterdam in the Mint Tower have started again. A fun day out for Dutch people that now explore their own country more now holidays abroad are cancelled."