Aafje Nijman
Aafje Nijman is a Dutch trend watcher, speaker, and co-founder of Bureau Nijman + van Haaster. Her work focuses on the changing behavior of consumers and how that behavior influences interiors, gardens, flowers, plants, retail, brands, and product development. With a background connected to Design Academy Eindhoven and decades of experience in product strategy and trend forecasting, she helps companies understand the time we live in and translate it into choices that feel relevant in the market.
Through Bureau Nijman + van Haaster, Aafje works with brands, manufacturers, retailers, and sector organizations that want to connect more clearly with today’s consumer. Her strength lies in making the zeitgeist practical. She turns values, style trends, color, consumer needs, and visual cues into concrete direction for collections, communication, store presentation, and market positioning. In the flower and plant world, this makes her a strong voice on how trends move from society into products people actually want to buy, use, and live with.
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