Pink Gellac opens 15th Colour Boutique in Zwolle
ZWOLLE, 17 April 2025 – Pink Gellac, one of Europe’s leading gel polish brands, is opening the doors of its latest brand store today in Zwolle. This is the 15th Pink Gellac Colour Boutique, located at Diezerstraat 79 – the city’s main shopping street – in the former Sascha Shoes premises.
Thera Strietman, CEO of Pink Gellac, says: "We’re thrilled to now have a brand store in Zwolle as well. During our nationwide tour to celebrate our 10-year anniversary, fans asked if the Pink Gellac truck could stop by Zwolle. Now, customers from the city and surrounding areas can visit us anytime at this prime location.”
This is the tenth store Pink Gellac has opened in the Netherlands. The cosmetics brand is also expanding across Europe, with four boutiques in Belgium and one in Paris, France.
The grand opening of the newest Pink Gellac store takes place on Thursday 17 and Friday 18 April. On both days, the first 50 visitors will receive a Pink Gellac goodie bag. Shoppers who spend €30 or more during the event can spin the Pink Gellac Wheel for a chance to win exciting prizes – a tradition at every Pink Gellac store launch.
Complete brand experience
Pink Gellac Colour Boutiques offer more than just products – they deliver the full brand experience. Strietman explains: “We’ve seen that our physical stores play a key role in how customers connect with the brand. It’s where they find inspiration, see all 300+ colours in real life, and discover new collections and product launches. Our recently launched Pink Gellac Gel Nail Stickers, for example, are easier to apply and offer the same long-lasting results as gel polish.”
In-store demo tables allow customers to learn how to apply gel polish easily and precisely. Despite some common misconceptions, applying gel polish isn’t difficult – and Pink Gellac is here to show how it’s done. Alongside in-store demos, online tutorials are also available to guide users step-by-step at home.
For years, Pink Gellac has seen growing interest from customers wanting to do their own gel nails at home. Strietman says: “We love showing people how it works. It’s important to us that customers can get help after purchase too – whether that’s in-store, through online tutorials, or via our customer service team, which is available seven days a week.”
In just ten years, Pink Gellac has grown from a start-up into an internationally operating cosmetics company. The brand believes in an omnichannel strategy, where physical stores and online channels reinforce each other.
About Pink Gellac
Pink Gellac’s mission is to bring salon-quality gel polish to customers at home. Since its founding in 2013, the brand has become one of Europe’s leading premium nail care names. The collection includes over 300 gel polish shades, with a new collection of five colours launched every other month. Most recently, Pink Gellac introduced a new category: Pink Gellac Gel Nail Stickers, offering a salon-quality manicure without the need to paint
With a strong digital-first approach, Pink Gellac is now available in seven European countries. To support its online presence, the brand has opened 15 Colour Boutiques in cities including Amsterdam, Antwerp, Bruges, Paris, The Mall of the Netherlands, Rotterdam, Utrecht, and Maastricht/
Pink Gellac has built a loyal, independent community of around 800,000 followers across Europe. Since 2021, the company has been backed by investor Vendis Capital and proudly received its B Corp certification in October 2024.
For more information, visit: www.pinkgellac.com
