Anyone who knows the Nieuwmarkt neighbourhood knows that it is a neighbourhood full of stories. One of them is the story of Riele, owner of Riele Store, which has been a fixture in the neighbourhood for 38 years. 

38 years of Riele Store

Originally from Germany, Riele has lived in the Netherlands for 40 years. She has been running her shop for almost as long.

"I am who I am - take it or leave it," says Riele. "I don't like the ordinary, what you can buy everywhere. With me, it's all about colour and special items."

Colour makes the neighbourhood cheerful

The shop is known for its colourful collection. "Red, yellow, blue, all colours. It makes people happy," Riele says. "When I put pretty colours in the window, I always get compliments on them. Colour does something to people."

A neighbourhood full of diversity

For Riele, the shop is more than just a business. It is a meeting place. "People come here for a chat, a cup of coffee. The shopkeepers in this neighbourhood have often been here for decades. There's a lot of complaining, but in the end no one wants to leave."

Neither does Riele himself. "My heart is here. I wouldn't want to live anywhere else. This is my neighbourhood."