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Hartje Oost was founded by Esther van der Vaart who moved to Oost in Amsterdam 10 years ago and was struck by the lack of both coffee shops and independent boutiques. After a visit to the local council Esther was granted a shop space, and so Hartje Oost was born. The name Hartje Oost, the Heart of Oost, comes from the fact that the boutique is a labour of love, and everything stocked within comes from the heart. The boutique focuses on celebrating the best of local produce, with coffee and pastries supplied by shops just around the corner, and a variety of Danish brands stocked in-store.