Our motto? Treat yourself, and others.
But above all: start with yourself. We often tend to put others first, while it’s just as important to take care of yourself too. NEUF aims to play a small but meaningful role in that, by offering things that genuinely make you feel good.
What started as a webshop during the Covid period quickly grew into a physical store in the heart of Brussels. Since October 30, 2020, you can find NEUF Gift Store on Rue Antoine Dansaert 190 — a street known for its creative energy and unique shops. This is where I wanted to create a place where people can slow down for a moment.
NEUF is a feel-good store: a calm space filled with beautiful objects, soft scents, and a warm atmosphere. A place where you can browse, take your time, and choose something that truly makes you happy — for yourself, or for someone else.
“Neuf” is a French word with multiple meanings: new, fresh, a new perspective, but also: a beginner. For me — Valérie — it perfectly captures what NEUF stands for.
After studying journalism and cultural studies, and starting my career in the political field working on media policy, I felt the need for a complete change. I wanted to create something closer to who I am. Something tangible. Something that brings joy to people.
NEUF became my new beginning — a leap into the unknown, as an entrepreneur and as a ‘rookie’.
At the same time, the number nine has always held a special meaning for me. It’s my favorite number, a subtle reference to my hometown Ghent (9000), and the name of my cat, Neuf. And like every cat, Neuf has nine lives.
NEUF is not a traditional store, but a very personal selection of products and brands.
Everything you find here is chosen by me — because I love it, use it myself, or because it simply makes me happy. In that sense, the store sometimes feels like a small “museum” of objects I collect — not just to look at, but to use and enjoy in everyday life.
Functionality is just as important as aesthetics. No unnecessary gadgets, but products with a purpose — items that last and add real value to your home or daily routine.
I mainly work with European brands that focus on quality, sustainability, and responsible production. Brands with a story, that are thoughtful about materials and design.
NEUF is also an official retailer of HKliving, where you can discover and order the full collection.
Since March 25, 2026, NEUF has expanded with an additional space: the NEUF Cat Corner.
A place where my love for interior design and cats comes together. Here you’ll find a selection of products designed especially for cats and their owners — created with the same attention to aesthetics and quality as the rest of the store.
Everything is catproof, functional, and beautiful enough to blend seamlessly into your interior. No compromises between practical and stylish — but a balance between the two.
