Holiday ornaments decorate life all year long in this Belgian shop

In the heart of Antwerp, Belgium, Christmas isn’t just a season—it’s a year-round passion for Christel Dauwe, whose ornament shop has become a landmark for holiday enthusiasts across Europe.

Dauwe’s collection began modestly in her teenage years but has since expanded to include more than 64,000 ornaments in her personal collection, with another 18,000 displayed throughout her eponymous shop, the Christel Dauwe Collection.

“My personal wish is to have a Christmas museum, where ornaments and the idea of Christmas can be on permanent display,” Dauwe told The Associated Press. Until that dream materializes, she maximizes every corner of her small shop to showcase her extensive inventory.

Visitors to the store will find an astonishing variety of decorations—colorful birds, intricate fruit arrangements, miniature cars, angels, and snowmen, among countless other designs. Prices range from a few euros for a laser-cut wooden Cathedral of Antwerp to over 500 euros ($580) for an elaborate ornament featuring Alexander the Great on horseback.

The establishment’s origins trace back 35 years when it started as an antiques shop that sold holiday decorations as a sideline. Dauwe’s passion for ornaments, however, soon overtook the business model.

A turning point came when a Polish au pair suggested Dauwe and her husband visit Poland to explore ornament manufacturing. There they discovered a factory capable of producing designs to Dauwe’s exact specifications, with one caveat: each design required a minimum order of 200 pieces.

“After second thoughts though, we decided to order 20 shapes of 200 each, and one day they arrived—all 4,000 of them. We gave some away and the rest we put in the shop and, well… That’s the story from there,” she explained.

Today, the original Polish manufacturer continues to supply many of the shop’s ornaments, complemented by products from 32 other European companies. This diverse sourcing reflects the European ornament-making tradition, which dates back centuries and remains a vital craft industry in countries like Poland, Germany, and the Czech Republic.

The ornament market has proven surprisingly resilient even during economic downturns. Specialty shops like Dauwe’s have found success by offering unique, handcrafted alternatives to mass-produced decorations sold by large retailers. Industry analysts estimate the global Christmas decoration market exceeds $5 billion annually, with premium ornaments representing a growing niche segment.

Dauwe’s philosophy centers on personalization and emotional connection. “There is an ornament here for everyone. We’ve had people come in who say they have a new pet or even a new car, and we try to match an ornament to them,” she said. “The goal of ornaments is to make you smile.”

Some pieces hold deeper significance. One year, Dauwe’s husband surprised her with an ornament created in her likeness. Her shop has also provided custom pieces for weddings and special events, reflecting the growing trend of ornaments as commemorative keepsakes rather than mere decorations.

Despite immersing herself in Christmas year-round, Dauwe maintains her enthusiasm never wanes. Twice yearly, she meticulously dusts each ornament individually—a labor of love that speaks to her dedication. The shop has become not only a retail space but a community gathering spot, where regular customers stop by simply to chat.

“There are two ways to go with Christmas. It’s either the nostalgia of the past or the hope for the future,” Dauwe reflected. “Hope is what is the most important to me. It’s what keeps you going.”

In a world of mass production and online shopping, Dauwe’s store represents something increasingly rare: a specialist retailer whose success stems from deep product knowledge, personal service, and genuine passion. As retail trends shift toward experiential shopping, her Christmas wonderland offers precisely the kind of immersive, tactile experience that continues to draw customers seeking something beyond the ordinary.