Having opened its doors in 1998, Flowers in the Foyer has been providing beautiful bouquets and bespoke floral designs ever since, writes KARLA DE BOD. What started as a trestle table in the foyer of an art gallery has grown into one of Stellenbosch’s most beloved floral institutions.
Walking down Ryneveld Street, it’s impossible to pass Flowers in the Foyer’s green sign without wanting to pop inside – whether or not you’re looking to buy a bouquet.
Once visitors walk through the shop’s doors, they are not only visiting a florist, but stepping into an enchanted garden, says owner and founder Hermien Coetzee.
“Our shop has always been about the people of Stellenbosch,” she says. It didn’t take long after opening for the doorstep of
the shop to become worn down by the many who came through, and this connection to the community remains just as strong today. While the shop has evolved over the years, one thing remains constant: the team’s unwavering passion for floral artistry.
Rooted in Stellenbosch
Hermien’s love for floristry was sparked by watching her mother, Gerda, arrange flowers for weddings in the 1970s. By the late 1990s, Hermien saw a need for a more innovative, bohemian approach to floral design in the Winelands’ wedding and events scene. Her free-flowing style drew inspiration from the opulent gardens around her.
Soon she was known as the woman with buckets of flowers and a trestle table in the Dorp Street Art Gallery’s foyer. Customers referred to the business as ‘Flowers in the Foyer’ – and the name stuck.
It wasn’t long before Hermien’s gift for floral design spread through Stellenbosch like wildflowers, prompting her to move into two rooms next to a spice café in Church Street. A few years later she had to relocate again, this time to Dorp Street opposite the Moederkerk, where hundreds of brides have walked down the aisle holding one of her signature bouquets.
Eventually, Flowers in the Foyer found its forever home in Ryneveld Street’s Skuinshuis, surrounded by bustling cafés and a steady stream of passers-by.
Local Identity and Community
By working with the seasons and drawing inspiration from the surrounding landscape, Flowers in the Foyer evolves creatively through colour, texture and styling, while staying firmly rooted in its local identity.
“Stellenbosch is woven into everything we do, from the flowers we source to the clients we serve – community is central to our work,” says Rebekah Brits, operations and marketing manager. “Whether it’s designing for a graduation, a wedding in the Winelands or a small business opening, we take pride in being part of the rhythm of local life.”
This rhythm extends into Stellenbosch’s student life – from huisdans posies to wedding arrangements for couples who met as students.
While the team has worked in various environments – including farm barns, industrial warehouses, Cape Town’s imposing Convention Centre and St George’s Cathedral – Hermien’s favourite venue is the stage at Stellenbosch University’s Endler Hall.
“I love doing mass arrangements there,” she says. “It’s exciting to work alongside rehearsals on stage.”
Creating with Purpose
Through its online store, Flowers in the Foyer allows people from all over to send flowers to loved ones in the Winelands, connecting families and friends worldwide. Despite the use of modern technology, their service remains deeply personal, says Hermien. “I use the magic of flowers to tell clients’ beautiful stories. Each bouquet carries an emotion, possessing a botanical quality that evokes sincerity.” For Hermien, flowers are more than decorative; they convey secret messages, declarations of love, celebrations of life or heartfelt condolences.
Each season brings its own floral gems, but Hermien’s personal favourites include late- winter magnolias and flame lilies, the opulent pompom blooms of spring viburnum and the abundance of larkspur, wild wisteria and the season’s first roses. “I find beauty in every stage of a flower’s life,” she says. “From the tight bud to its full, expressive bloom.”
Focussing on intentional, expressive florals that tell a story, the shop’s style is refined yet rootedinnature.Alwaystailoredtotheoccasion, it is never generic. Whether for intimate gatherings or large corporate events, the team doesn’t just recreate a client’s brand; they often transform blank, stark environments into lively spaces filled with energy and colour.
“Clients often come to us because they’re looking for something personal, thoughtful and beautifully styled,” says Rebekah. “In a busy industry, we stand out by slowing down and creating with purpose.”
Flowers in the Foyer’s deep understanding ofStellenboschandtheWinelandsgivesits work a distinctive sense of place. “The more a bouquet can look like an abundant gathering from a garden, the more my heart is filled with joy,” says Hermien.
The Team Behind the Twine
From working with small local farmers to behind-the-scenes collaboration, the Flowers in the Foyer team’s shared passion has kept the shop thriving for 27 years. Alongside Hermien, Norman Moses and Ingrid Adriaanse are the shop’s longest-serving employees, as delivery driver and shop manager respectively.
Ingrid believes that genuine presence and attention make all the difference. “As soon as someone walks in, I stop what I’m doing and greet them with a warm smile and eye contact,” says Ingrid. “Every client must feel seen and welcomed. From there, it’s about listening and being attentive.”
Ingrid’s favourite bouquets include unexpected winter blooms like orchid stems, celosia and stocks. “There’s something magical about creating warmth with flowers when everything outside feels quieter.”
Norman takes pride in every flower delivery, from heavy arrangements to surprise bouquets. However, his favourites are the weekly deliveries to regular clients.
“Even though the deliveries are regular, the flowers always look different and fresh,” he says. “The customers’ faces light up when they see the flowers. It makes every stop worth it.”
Florist Irene Nkunkwana, who started at Flowers in the Foyer as a cleaner, has grown into an exceptional artist, known for her outstanding flower selections and combinations.
Connection through Craftmanship
From a small trestle table to 27 years of floral creativity and fostered connections, Hermien has shaped Flowers in the Foyer into a space without boundaries, where authentic designs come to life.
“I’m grateful that I can express people’s stories through my craftsmanship,” she says. “It’s a gift and a lifelong passion that I’m honoured to share with others.”