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EXPAT DIARIES: IRENE HOOFS, FOUNDER OF BLOESEM IN SINGAPORE

February 5, 2016 by Little Miss Honey 8,405 Comments

Expat Irene Hoofs

(Wikipedia) ‘An Expatriate (often shortened to Expat) is a person temporarily or permanently residing in a country other than that of their citizenship. The word comes from the Latin terms ex (“out of”) and patria (“country, fatherland”).

This blog aims to discover people who are adventurers like me, venturing out in a new place to call home and creating memories. I have previously lived with my parents and siblings in the Saudi Arabia when I was in high school. I have enjoyed and cherished my memories in the beautiful Sandbox I once called my home. Now, I am in a new adventure with my husband and son here in Singapore.

I am featuring Expats in different countries every two weeks to share their experiences and adventures with you and me.

Today I am excited to be featuring a woman that I admire a lot. Meet Irene Hoofs, the woman behind Bloesem. Get to know more about this amazing woman.

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1. Can you tell me a little bit about yourself and where you are originally from?

Expat Irene Hoofs

Photo Credits: http://rebeccatoh.com

I am Irene Hoofs, the founder of Bloesem. I am originally from Amsterdam but left my hometown for the first time in 1997. I have had the amazing opportunity of traveling and living in many cities across the world, namely London, New York, Toronto and Kuala Lumpur. Today, I live in a beautiful black and white colonial home in Singapore with my husband Rik and two sons, Lode and Kiet. By day, you can find me in the Bloesem studio working on photography and styling projects with clients and by night I enjoy spending time with my family and indulging in crafts such as weaving and making my own line of necklaces.

expat in singapore

Photo Credits: http://rebeccatoh.com

2. What made you decide to move to Singapore? How long have you been here?

My family followed my husband to Singapore where his work now is. We’ve been here for almost 3 years and are fully enjoying the food, people and culture. Especially the design scene which I personally have taken an interest in, meeting with many local designers and store owners. The community here is really growing and it is exciting to be apart of it while having a global view with connections I have made in my hometown and through the Bloesem blogs.

Expat from Amsterdam in Singapore

Photo Credit: http://rebeccatoh.com

3. Previously you lived in other countries too, can you tell us a snippet of your life as an expat in other countries as well ?

My family and I have been lucky enough to live in many amazing countries across the world. Before Singapore, we resided in KL, Canada, London and New York.

4. What are the wonderful discoveries and things you like about Singapore?

I’ve been living in Asia for the past 7 years so I can say that I really enjoy the food in Asia and Singapore is no different. There is such a variety of local delights that is so easily accessible. It’s no wonder the foodie culture here is so strong!

5. What are the 3 tips you can give to fellow expats in Singapore ?

1) Keep yourself busy and be productive in whatever way that suits you, that’s for the wives!

2) You can definitely come join a Bloesem class and meet not only other expats but also interact with the local community while picking up a new skill.

3) Go out, don’t stay inside! Discover the streets. Just go and be by yourself. You can meet someone new everyday, you’re not alone.

6. The LITTLE MISS HONEY community gets inspired through travel, food and books. Can you tell us your current FAVORITE TRAVEL SPOT and current FAVORITE BOOK?

Having lived in New York before I must say it is my favourite city whether to live or travel in. But I think I still need to discover Japan and South Korea.

I was so lucky to have the first preview of a book by a friend and client, Lisa Beasley “Keep Me Posted“.

7. Where do you get your inspirations? Who or what inspires you?

Everything that surrounds me. But if you really want to get into the specifics of where my passions lie, then it is contemporary design from the 60s and 70s. I like the idea behind the designs from that era, meaning making design possible for all.

BloesemPhoto Credit: www.bloesem.co

8. I am a happy student of Bloesem. I gained so much after attending two of your classes. Can you share with my readers what Bloesem is all about and what are the classes you are currently offering?

I am so glad to hear! Through the Bloesem Classes, my team and I try to spread our love and passion for crafting and creating beautiful things. Bloesem is really about sharing my love for beautiful things and content and everything I do with my team is an extension of that. Whether we are blogging about something or having a Bloesem class where you can learn a new skill or craft, we truly enjoy growing a community of like-minded individuals and especially in these classes, that’s where we get to meet and connect with new friends. We’ve seen so many new connections made through Bloesem classes, our students not only improve themselves through the classes but also expand their network and go home with way more than they initially expected. It’s very fulfilling organizing these classes and it really motivates us to bring a whole new calendar of classes to our students this year. Look out for candle making, weaving, calligraphy, product styling and Instagram class and many more classes that we are in the works of finalising. It’s going to be a crazy exciting year!

9. Can you indulge us with a few advices on how enhance the art of visual storytelling in our blogs/ instagrams?

Go with your gut. Stick to your style. I’ve always believed that if you stay true to the aesthetic that you like people will catch on and recognise you for your own personal style. That’s the mentality I grew Bloesem with and I think it works. When you are starting out you can always do your research, it’s the time where you are finding out what you style is exactly and you might find inspiration in other people’s work. You can pick and choose aspects of different styles that you think is what represents you to create something that you think best fits you.

BloesemPhoto Credit: www.bloesem.co

10. If you were to pick three spots in Singapore to be your background for your photo styling, where would it be?

Some HDB void decks. It might be a common sight for many locals but I think that the architecture, colour of some blocks and the way the light falls in the space at certain times of the day is just beautiful.

Bloesem

 Photo Credit: www.bloesem.co

The swimming pool at CCAB. It is definitely one of the most beautiful spots to do a photoshoot! It has such a retro charm about it.

The #bloesemnewhome of course! I’ve already taken so many instagram images of it which you can find using that hashtag on instagram. I fall in love more and more with this old colonial black and white house everyday.

11. Lastly, can you share with us what is your inspirational mantra in life?

Live life to the fullest. You only live once.

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Thank you Irene for bringing Bloesem to Singapore, sharing your talent in design and giving us an opportunity to enhance our creative skills in photography, food styling, calligraphy & many more . 

Do head to their website by clicking this: Bloesem Website. You can check out their services, their concept store and the classes they are offering through their website.

If you are an expat or know any expats who are interested to be featured, drop me a line at littlemisshoneyblog@gmail.com.”

Filed Under: Expat Diaries Tagged With: Amsterdam, bloesem, blogging, Design, Singapore


Hi I'm Honey! I am a Filipina who has studied & lived in Saudi Arabia for a few years, worked in Singapore and is currently based in Oman with my husband & our three little boys. I am a medical doctor, a lifestyle blogger, travel junkie, a foodie and a bookworm. I hope I can drizzle a bit of sunshine and inspirations whenever you drop by my blog. Thanks for dropping by! See ya soon.. :)
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