ABOUT BLOESEM

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Hey you! Welcome to BloesemDesign.com. A cosy spot where the Bloesem team shares our work in content creation, documents our love for travel, design, crafts and everything in between!

Founded in 2006, Bloesem has grown from a blog into a full-service design studio based in Singapore, offering styling and photography services, and handling the digital marketing and social media campaigns of various clients.

Our online shop, Bloesemshop.com, features a carefully curated collection of items for your home specially handpicked by us. You can also pick up a new skill at the Bloesem creative classes that we host, organise and teach, together with creative minds from all over the world. Check out more of the services we provide and our previous works over at our portfolio page, Bloesem.co.

And have you heard about our latest endeavour, KOEL Magazine?

ABOUT BLOESEM

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ABOUT THE TEAM

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IRENE HOOFS
FOUNDER

Irene created Bloesem blogs in December 2006. Leaving her hometown Amsterdam for the first time in 1997, she has enjoyed roaming the globe making stop overs in London, New York, Toronto and Kuala Lumpur. A banker turned graphic designer, she sold her work through BARNEYS NY and Selfridges&Co. Irene lives online but on quieter days you will find her behind her weaving machine, experimenting with crafts or making jewellery. She has a passion for designs from the “old days” as her eldest puts it. When it comes to vintage finds, friends refer to Irene as the gatherer. Today she lives in Singapore with her husband Rik and their two sons, Lode and Kiet.

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ZARA SALAHUDDIN
CREATIVE

Zara is a passionate instagrammer and graduate from NUS Division of Industrial Design in Singapore. After spending too much of her time in university on youtube and reading blogs, she found her true passion in social media. She spends her days in the Bloesem studio writing, styling and creating content for the Bloesem blogs. Her other interests include photography and creating DIY craft projects. Her latest venture is S.A.L.U, a collection of handmade necklaces.

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CHONG MEI KWEE
PROJECT MANAGER

Mei Kwee is in charge of all things Bloesem Class related. Staying on top of the DIY trends, reaching out to creatives overseas, liaising with teachers and students, spreading the word about classes, Mei’s the girl for the job! On a typical day in the Bloesem studio, you can also find her creating content for Bloesem’s social media platforms, maintaining Bloesem’s online shop, helping out with styling projects and managing other “special events”. Her others interests include food styling and creating handmade soy candles for her Etsy shop.

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CHARMAINE CHEW
EDITORIAL INTERN

Charmaine is a soon-to-be graduate from Nanyang Business School. As the editorial intern in the Bloesem Team, she writes and creates the content that goes onto Bloesem’s online platforms and blogs daily, so she’s constantly on the look out for fresh and interesting ideas all around. In her free time, she loves to dabble in and explore the realms of photography and filmmaking. Quirky finds, good food and a brilliant piece of literature is all it takes for her to get by — but mostly good food.

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ESTHER LOH
PHOTOGRAPHY INTERN

Esther is the most recent addition to the Bloesem team and is a final semester digital filmmaking undergraduate. She helps with tying the loose ends on team Bloesem’s to do list. Being invested in the Arts, she’s always up for a photo op and is very visually and aesthetically driven. Her other interests include quoting Haruki Murakami with her photos and misspelling his name because “It just seems to me we’d have plenty to talk about if we got together.”