When I was asked by Loods5, one of my favorite interior stores in the Netherlands, to style a room in the shop, my heart skipped a beat.

Loods5 had been following my renovation journey closely last year and asked me to make a selection from their assortment with my “AndBloom interior style.”

It wasn’t easy because they had so many beautiful and colorful options. Styling the room was accompanied by an interview for their website;

When Denise Boomkens turned 40, she realized there was not enough online inspiration available for women aged 40 and older. She decided to take matters into her own hands, and AndBloom was born! She tells us her thoughts on aging, where she finds her inspiration, and how she makes choices in her colorful interior.

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Hi Denise! Introduce yourself. Who are you, and what do you do?

I’m Denise, the founder of AndBloom—an online platform for women over 40. Five years ago, I started AndBloom when I was 42 myself. The platform grows with me and is shaped partly by my own life phases and certainly by my followers.”

Do you feel there is insufficient inspiration for that target audience on Instagram?

“Absolutely. When I turned 40, I had my son. Before that, I had a busy career as a photographer and model, and I wasn’t thinking about ‘getting older.’ When I had my son, I decided to stop working full-time. I was at home and started looking at what other women my age were doing. I searched like crazy and couldn’t find anything, which made me sad!

There was hardly anything available for women over 40.” “I only saw young girls on social media. Don’t get me wrong; I also draw inspiration from them. But it seemed like we were in our forties didn’t matter anymore. That’s obviously not true. Initially, I started portraying other women; friends, mothers of friends, etc. That was actually very well received on Instagram. At first, I wasn’t in front of the camera myself, but during COVID, I became more visible. Now, AndBloom is a combination of other inspiring women and myself.

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The beauty of AndBloom is that you give others a platform. Was that always the goal?

“Yes! It was specifically for others. When I started, I made a deal with myself to show my face once every two weeks. That was a thing for me, and I didn’t feel like doing it.”I’m a visual creator, and I don’t necessarily have the desire to be in the spotlight myself. I find it beautiful to show other women. Unfortunately, due to the nature of my job as a photographer, I was no longer allowed to photograph my models. That’s when I started self-portraying. Then Instagram Reels were introduced, and I also had to be on moving footage. I stepped out of my comfort zone and just started doing it. I’ve noticed that women my age and older appreciate that I’m just being myself and showing that.

In doing so, you also create a realistic image of aging for a younger generation.

“That is also my mission. My primary target audience is 35 to 45, then 45 to 55. I’m really happy that even women aged 35 see my content. They might have reservations about turning 40 and find that new phase of life intimidating. No stress; life is still great after 40! You might get a few wrinkles along the way, haha.”My experience has taught me that you feel better as you age. You become less and less guided by insecurities. That self-confidence and inner peace are truly valuable.”

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Where do you find inspiration for your wardrobe?

“In the shopping streets, you hardly find inspiration as a woman in her 40s. In shop windows, you often see young models in frumpy clothes. And yet, after you turn 40, you can still wear those relaxed jeans, those sneakers, that funky pair of glasses, it doesn’t matter. Don’t worry about what others think, as long as it makes you happy.”
“I do get checked out on the street sometimes, especially in the town where I live. But I think, well, that’s your choice. It doesn’t bother me as long as I feel good about myself.”

Does your clothing style match your interior style?

“It’s funny because I have a very white, peaceful living room, and in another room, I have pink walls. That’s exactly how my clothing style is as well. Sometimes I dress very basic in jeans and a white t-shirt, and sometimes I go for vibrant colors with flowy dresses.”

You have decorated a room for Loods 5. What do you base the choices for your style room on?

“I really enjoy contrasts. Like a bright yellow couch against a pink wall, that’s what makes it surprising. People often ask me how I combine prints. I think, don’t overthink it. It’s the same with interior design. You have to dare to experiment. Play with colors and prints. If you don’t like it, you can easily repaint the wall with a new color and move that bold side table somewhere else. No harm done.”

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What item will you never part with?

“I have a few forever pieces in my wardrobe and interior. I am lucky to still fit into clothes from 20 years ago. For example, I bought a Vivienne Westwood suit for a wedding and can still wear it. That’s super fun!”
“The same goes for interior design. I have inherited some antique pieces from my family and collected many souvenirs during my travels. Some are small, and some are large items. I also collect vintage lamps, which I started doing long ago. My first vintage lamp was a 1970s model made of brass, a beautiful piece! Each item has a story behind it, which makes them unique. I don’t mind if there’s a chip or a dent. Sometimes, it’s the imperfections that make something special.”

What is your quirkiest interior item?

“I once molded a penis during some workshop. It was painted bright green and proudly displayed in the cabinet. It doesn’t really have any meaning, but I find it so funny. That one will never go away, haha!”

Visit the Loods5 website for more interior inspiration: www.loods5.nl

Blandat makes the beautiful dresses I wear in this post.

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