Toon en Irma Boermans

A natural bond

The connection with Venlo is self-evident. Boermans is thoroughly Venlo: the family dates back to 1378, has produced mayors, artists, and writers, and is deeply intertwined with the social and cultural life of the city. “That awareness also gives us a certain responsibility,” says Toon.

It all started in 1795 when Matthias Boermans established his own studio. Originally, they made silver church objects, such as chalices and dishes, which can still be seen in the St. Martin's Basilica and the Limburgs Museum. Napoleon stole much of that work, but the family persevered, building a reputation with craftsmanship and integrity that remains vibrant generations later. “After the tumultuous times with Napoleon, our work shifted more towards private clients,” Toon explains. “We have always tried to combine quality and integrity with a beautiful personal advice. That is where we want to be distinctive.”

Both Toon and Irma ended up in the family business with a clear passion for the craft. Toon became a partner of his parents and uncle in 1992. Irma: “I started a little later, around 2000, just after our two children were born. That was a busy time, we also had help at home to ensure everything kept running. I have been working for about 25 years now and I still do it with great pleasure.” What has changed since then? “The consumer has changed, we have all become more prosperous,” says Toon. “But our goal has always remained the same: to offer beautiful jewelry and watches of quality, which truly make people happy.”

“We create a lot ourselves, from custom-made pieces to collections in our own atelier,” says Toon. “We have a goldsmith, are strong in pearls and colored stones, offer special international collections, also have a rich vintage collection, and can repair or adjust anything. We are happy to advise customers in choosing a unique piece of jewelry.” Irma adds: “Sometimes someone brings in an heirloom that has been sitting in the closet for years, and then you get to make something beautiful out of it. You really empathize with that person, it’s always very special.”

Running a business as a duo also requires a good balance. Toon: “On the work floor, we are colleagues. We separate business disagreements from private life. The secret to keeping this going for a long time? Just make sure it stays fun!” Irma: “It’s really hard work, mind you, we work about 70 to 80 hours a week, so we also work a lot in the evenings. But the craft is so beautiful, we still love doing it. You always learn something new, and the interaction with customers remains inspiring.”

The Venlose heart of Boermans is not only in the store, but also in their connection with the city. “We live here, we work here, it feels like home,” says Toon. Irma: “There is a nice sense of togetherness among entrepreneurs and we also feel at home in the Klaasstraat, where there are more unique businesses. This is such a street that makes Venlo special, and as entrepreneurs, we are happy to support the city and everything that lives here wherever we can.”

They celebrate the 230th anniversary modestly: a festive year with special offers for customers and a dinner for their staff. “It's not about a fair, but about cherishing relationships,” says Irma. “We want to show our staff and our customers that we appreciate them, and we do that throughout the year.” And so Boermans, after 230 years, still feels like a family business in the heart of Venlo, still like a vibrant Venlose family business!