The term Belle Époque refers to a period of cultural, economic, and technological flourishing that took place in Europe between about 1871 and the start of the First World War in 1914. During this time, art, fashion, architecture, science, and innovation saw great development. Paris, as a centre of art and culture, played an important role in this.

The name literally means "beautiful era" and evokes images of luxury, elegance, and optimism. This period is marked by progress in society, such as the construction of iconic buildings (for example, the Eiffel Tower), and the emergence of new art movements like impressionism and art nouveau.

The history of Belle Epoque Roses

• 1978: Walter Verhue founded Belle Epoque in Oostvoorne. As a pioneer in the rose world, he specialised in tracking down forgotten, old-fashioned rose varieties throughout Europe. He brought these varieties back to the market, leading to a unique cultivation of traditional rose types. This immediately gave Belle Epoque a distinctive position in the market.

• 1990: Huib Smelt and J.D. Maarse and sons took over Belle Epoque. Under Huib Smelt’s leadership, the name Belle Epoque was raised to a higher level. Thanks to his efforts, the company grew into an internationally recognised brand. Sales activities expanded beyond borders, making Belle Epoque an important player in the worldwide rose market.

• 2019: Due to a lack of succession, the company Belle Epoque, together with J.D. Maarse and sons, was discontinued.

• 2020 - 2023: Belle Epoque made a fresh start as an online rose nursery and shop, keeping the unique products still available to customers.

• 1 January 2024: The company came into the hands of the Aalsmeer tradesman Wouter de Vries. He builds on the rich history of Belle Epoque and reopened a physical shop at Rietwijkeroordweg 28 in Aalsmeer. In addition, Wouter is pioneering again by focusing on modern rose cultivation and developing an organic growing method. He searches worldwide for new rose varieties and will introduce in 2025, for the first time in the Netherlands, the Japanese roses of the brands Wabara and Princess Roses. In the coming years, he will further expand the range with new exclusive types.

This history shows how Belle Epoque continually renews itself and keeps building on a tradition of quality, innovation, and international cooperation.