From dream to reality: SOPHIA MAE’s first Flagship Store

After years of being available exclusively online and through select retailers, we opened our very first physical store on the 1st of November, 2025: the SOPHIA MAE Flagship Store in the heart of Amsterdam.

In this journal post, founder Monica Geuze and brand manager Manon Willemsen share how the store came to life, the creative process behind the design, and what visitors can expect from this new space that brings together scent, texture, and experience.

A PLACE TO EXPERIENCE

SOPHIA MAE has always been defined by its focus on sensory experience, blending scent, touch, and aesthetics. The idea of opening a store had been around for some time, but it accelerated when a beautiful, monumental building unexpectedly crossed our path.

“From the very beginning, it was a dream to one day open a physical store,” says Monica.
“Our products revolve around texture and scent, so this always felt like a natural yet exciting step. Now that the store is here, it has turned out even more beautifully than I could have imagined.”

What began as an idea quickly grew into a concrete plan, especially because the location felt meant to be. Situated in the heart of Amsterdam, the Flagship Store intuitively felt right and perfectly reflects the world of SOPHIA MAE.

FROM VISION TO REALITY

The biggest challenge? Time. In just three months, the space was transformed into a store that fully embodies the brand. The process began with mood boards to define atmosphere, color, and materials. From there, the team worked closely with a retail designer to refine every detail step by step. From lighting to layout, each element was carefully chosen to create a sense of calm and sophistication.

“Everyone said we would never finish in time,” laughs Manon. “But our team is incredibly driven. When we believe in something, we make it happen.”

The result is a space that blends refined aesthetics with sensory experience. Modern, warm, and unmistakably SOPHIA MAE.

AN OASIS IN THE CITY

Stepping inside means leaving the city’s bustle behind. The store is designed as a small escape, a moment for yourself where you can explore, feel, and smell. Scent plays a central role in that experience.

“We wanted the store to feel like a small SOPHIA MAE world, where you can take a moment for yourself and slow down. Whether you make a purchase or not, what matters most is that you leave with a good feeling,” says Manon.

Upon entering, you’re surrounded by SOPHIA MAE’s signature scent. A dedicated sniffing station invites you to discover all perfumes, complete with their fragrance notes, making it easy and intuitive to find your favorite scent.

Makeup and other products truly come to life here, inviting you to feel the textures, explore the packaging, and experience the quality up close.

Our team plays an important role in that experience — not only offering advice, but ensuring every visit feels personal and attentive.

FROM SOFT CURVES TO SUBTLE SYMBOLISM

The interior reflects SOPHIA MAE’s identity in every detail. Soft, curved shapes echo the rounded forms found in our product design, from makeup to perfume.

At the heart of the space stands a sculpture that reimagines Greek antiquity in a contemporary way. Inspired by Botticelli’s Venus, the piece subtly references our first limited-edition Aphrodite scented candle. Holding SOPHIA MAE products in her hands, the sculpture unites classical elegance with a modern twist.

The blend of organic forms, earthy tones, and refined details captures the essence of the in-store experience: elegant, timeless, and unmistakably SOPHIA MAE.

THE WORLD OF SOPHIA MAE BROUGHT TO LIFE

What makes this Flagship Store unique is the harmony between sensory experience and variety. The space brings together perfume, makeup, hair care, face and body care, home, and lifestyle essentials, allowing visitors to fully step into the world of SOPHIA MAE.

In the future, the store will also host exclusive events for Members of The Muse Club, offering a place to connect, share, and experience SOPHIA MAE in a more personal way.

A NEW CHAPTER

The opening of the Flagship Store marks an important milestone for SOPHIA MAE. What began as an online brand now takes on a tangible, physical dimension.

“I’m incredibly proud of what our team has achieved,” says Monica. “It shows how deeply everyone understands the brand and the experience we want to create for our customers. I’m so excited for this new chapter.”

What started as a dream has become a place where the world of SOPHIA MAE truly comes to life. Visit our Flagship Store in the heart of Amsterdam, on the Heiligeweg 37, and step into the world of SOPHIA MAE, where scent, texture, and experience come together.