Daphne
INTERVIEW
Meet Daphne, a self-taught curator and the creative mind behind ted.Amsterdam. What began as a passion project, reselling secondhand pieces from her own home, quickly grew into a creative business blending interior styling, rental services, and international furniture sales. Today, Daphne’s world is about creating spaces with character, where vintage charm meets playful modern energy, and every piece tells a story.
Let’s start at the beginning. How did ted. come to life?
It started really small, without a plan. About four and a half years ago we moved into our new home and bought a few secondhand furniture pieces. I started selling a few of them, then buying others—it was just a fun cycle. I think a lot of people start that way. At some point I realised I had built up a small collection that didn’t fit in our house anymore. That’s when ted. really began: from the love of hunting, curating, and finding joy in objects. Eventually we got our own studio space. From there, we started renting it out for photo shoots, events, even dinner parties. It just kept growing.
How do you explain what ted. is now? A store? A studio? A gallery?
It’s really all of those things. We sell furniture, we rent it out, and we also rent out the studio itself. It’s not a classic store with opening hours—you visit us by appointment. The furniture pieces are for sale, but also for rent if someone needs them for a shoot or a project. There’s a lot of flexibility in how people interact with the space. I love that. People can visit, have coffee, look around, and maybe fall in love with a chair or a table. If it’s for sale, it’s yours. Some pieces we keep only for rentals—those are our treasures. But most things? They’re ready for a new home.
And now a little piece of ted. lives at BounceSpace. How did that collaboration come about?
That’s such a nice connection. It started a year ago—I did the styling for an event at BounceSpace. After that we stayed in touch, and you mentioned needing new chairs. We had just received these amazing Brunner chairs—super popular at the moment, and available in lots of colours. So we curated a little corner that would match the communal table at BounceSpace. Now there’s a slice of ted. living there. I love that it’s not branded or obvious—it just fits in naturally, like it belongs. That’s very much the spirit of both our spaces, I think.
Your aesthetic is so specific—playful, a bit nostalgic, but also fresh. How do you decide what belongs in your collection?
It’s all gut feeling. I don’t follow trends. If something catches my eye and gives me energy, I go for it. If I hesitate, even a little bit, it’s a no. I don’t try to force pieces into the collection. It has to click. I think a good piece has presence—it can be about colour, shape, patina, or even just attitude. We source items from everywhere—online, in shops, at markets. And we ship worldwide too. The beauty is in the mix. I never wanted a showroom that felt stiff or overly styled. ted. should feel like stepping into a story you didn’t know you were part of yet.
"I never add anything unless I’m 100% sure—it’s a feeling thing. That’s how I curate, and how I live."
So what’s the story behind one of your favourite pieces?
Oh, there are so many stories. A recent one I love: I found this incredible vintage lamp in Morplus. I bought it for the studio, but then we ended up moving into a new house—literally one block from where I picked up the lamp. So it came with us. It feels like it was meant to be. Another moment that stuck with me: a couple came to pick up some chairs, and when they arrived, they brought us homemade yoghurt and milk from their farm as a thank-you. That kind of warmth—that’s what makes this work so rewarding. It’s not just business. It’s personal.
You live and work in Amsterdam—how does this city influence what you do?
I love Amsterdam. I’m from the east of the Netherlands, so when I first moved here, it felt huge. But now, 15 years later, it’s like a village. The energy is inspiring—there are art galleries, music venues, creative events happening constantly. You bump into people, ideas, and opportunities. And what I really appreciate is seeing other entrepreneurs experiment. That gives me energy. Everyone’s trying something—seeing what works, what doesn’t. That makes me feel like it’s okay to try, too. It’s not about perfect execution—it’s about momentum.
And what do you think ted. gives back to Amsterdam?
Colour! Not just literally, but in energy too. I don’t think there are many stores in Amsterdam quite like ours—especially with the balance of vintage and modern, and the way we curate. We also get a lot of tourists who follow us on Instagram and message me like, “I’m in town, can I visit?” That’s always fun. I like being a hidden spot people seek out. It’s not flashy, but if you know—you know.
Your Instagram looks like a magazine. How does it fit into your creative process?
It’s become a really important part of our business, even though it started so casually. I post something and someone on the other side of the world sends a message asking if they can buy it. We’ve shipped pieces to South Korea, the U.S., Taiwan—you name it. I never expected that. The reach is wild. But what I love most is that it connects us to people who really care about design. It’s not about numbers—it’s about resonance.
Last critical question—do you ever feel the pressure to scale up, turn this into a “real company”?
Good one. Yes, sometimes. People ask if we’ll open a second space or hire a big team. But right now, it works because it’s small. It’s personal. I like knowing every piece, every person who visits. Maybe we’ll grow in our own way, but never at the cost of what makes ted. feel like ted. That’s the promise I’ve made to myself.
So what’s next?
No big master plan. Just keep going with curiosity. Keep creating. Keep feeling. And if it brings joy—then I know I’m on the right path.
Text: Janna Nieuwenhuijzen
Photos: MADEBYSEM
Studio: Parq Studios
Links: ted.amsterdam
