About Naturel

A long-time fan of Amsterdam's boutique-laden Utrechtsestraat, Jacqueline Olberts always dreamed of opening her own shop there. So when, in the midst of her plans to launch her own business, a building came up for rent on the street, it seemed as if the stars had aligned. Stocking a handpicked selection of European brands, Naturel is a haven for fans of timelessly feminine womenswear.

From the founder

"When I think of the future, I imagine that ‘clicks and bricks’ will only strengthen each other more and more. Online shopping is convenient and fast, while the physical store remains important for personal advice and recommendations."