Knokke, Belgium

La Vie en Rose

La Vie en Rose is a charming, vibrant boutique located in Belgium’s coastal area. The store was opened about 17 years ago and has built a loyal clientele throughout the years.

EXPLORE COLLECTION

The Boutique


Vibrant prints and colours are the core value of the boutique, proven by the fact that black is their least sold colour. The significance of colour is illustrated by the name La Vie en Rose, or even La Vie en Couleur as owner Ruth also likes to call it. Here, the door is literally always open. Ruth encourages clients to visit her store multiple times and take their time to browse the colourful collection in search of their favourite pieces.

La Vie en Rose, Golvenstraat 13, 8300 Knokke-Heist.
Mon – Sat: 10.00 – 12.30, 14.00 – 18.00.
Sun: 11.00 – 18.00.
Closed on Tuesday.


To me, a woman who is beautifully dressed is a woman who feels good in what she’s wearing and radiates personality through her clothing.

The Owner

What does fashion mean to you?
I don’t like fashion in an ephemeral sense, I prefer it to be sustainable. The pieces we sell are worth the investment, they are too valuable to be fleeting. Even though at some point you may get tired of wearing a piece of clothing, once you decide to wear it again, the quality will still be just as good.

Does your boutique reflect your personal style?

It does, it’s all about colour and femininity because that’s what I love. To build a loyal clientele, I think a boutique needs a specific aesthetic. I stay true to my style and whenever I must decide between two pieces I will select the one that matches my store’s identity the most.
How do you advise your clients?
When a client shops at La Vie en Rose, there is always a lot of fitting going on. Of course, people also buy a piece of clothing on its own, but if they are looking for a total look I prefer they try on lots of different combinations. An outfit should be a mix of different brands. I love the thought that every piece of clothing leads a different life once it leaves my store.

What differentiates your boutique from others?
My personal selection: you either love it or you don’t. For the clients that do, I can really make a difference. And service of course. We do whatever we can to fulfil the needs of our clients.

The Boutique Collection

See the highlights and curated key pieces from La Vie en Rose's collections
The Boutique