Dutch-Inspired Floral Artistry at Willem and Jools in Roncesvalles Village

City Living, Roncesvalles Village

Even on my dreariest day, being surprised with fresh flowers can turn my mood right around! The colour, the smell, the artistry… I find flowers caress the senses until I feel like I could bloom too!

Tucked on the southern stretch of Roncesvalles Village at Galley Avenue, charming flower and plant shop – Willem & Jools – is filled with captivating flora that is guaranteed to pique your curiosity!


*Photo courtesy of the Willem & Jools Facebook account, with thanks!


Since opening in June 2015, Willem & Jools has thrived in the Roncy neighbourhood. Owner Joanne Winkelaar’s keen eye for unique colour combinations and forms, as well as her propensity for continually exceeding the expectations of her customers, has cultivated a loyal clientele that frequent her bright and fragrant workspace regularly.


Images courtesy of willemandjools.com, with thanks.


Willem & Jools (named after her Joanne’s two sons) partners with many Ontario farmers to keep the shop stocked but also imports Dutch-grown flowers from high-quality suppliers. It’s also worth mentioning that Joanne is a part of the Local Flower Collective, started in 2018, which is a group focused on growing organically and bringing local blooms to your table.

Being just as varied as the flowers and plants she carries, Joanne’s business runs the gamut from weddings (well over a hundred, now), to events, to personal arrangements. And delivery!


Image courtesy of YellowPages.ca


We love that Joanne aims to change people’s perspectives on the roles flowers and plants can play. Like, at funerals, she all but refuses the classics, like white lilies. “I try to use flowers as a way of enhancing and turning around stereotypes. People don’t need to see sombre flowers at funerals, they need to see bright, beautiful, garden-fresh things,” she says. YellowPages



Joanne also stocks unique giftware as well, like preserves, accessories, cosmetic bags, etc. I particularly love her selection of plants, which are hand-picked from various greenhouses. Her stock is always healthy and flourishing (no half-dead “bottom-shelfers” here!) with plants that range from easy to care for and resilient, to those that need more attention and love to thrive.


*Images courtesy of the colourful Willem & Jools Instagram – @willemandjools – with thanks!


Whenever I need an interesting arrangement  – something unique and stunning – I depend on Willem and Jools.

Beauty and vitality, at a very reasonable price!


Willem & Jools
“Fresh cut flowers in-store or to your door!”

(416) 588-5566
125 Roncesvalles Avenue, Toronto, Ontario M6R 2K9

Monday – Limited Hours
Tuesday: 10:00am-4:00pm
Wednesday: 10:00am-4:00pm
Thursday: 10:00-5:00pm
Friday: 10:00-5:00pm
Saturday: 10:00-5:00pm
Sunday: 11:00-4:00pm

Facebook • Instagram


I try to keep fresh flowers in the house as often as possible -how about you? How awesome would it be to live just down the street from this floral shop, able to swing by and pick up Joanne’s weekly grab-and-go bouquets?! The new owner of our listing at 152 Sorauren Avenue (just around the corner) was thrilled with their new neighbourhood amenities! We called this handsome and renovated 3+2bed 2bath dwelling, ‘An Elegant Edwardian Duplex On Sorauren Avenue In Roncesvalles Village, NOW SOLD!





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Thanks for reading!


-The Urbaneer Team

Steven Fudge, Sales Representative
& The Innovative Urbaneer Team
Bosley Real Estate Ltd., Brokerage – (416) 322-8000

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