In a world where travel was brought to a standstill, Christine found a way to keep the spirit of exploration alive. Driven by her own longing for adventure, she launched FLANERS, an innovative travel concept store that transports customers to new destinations through thoughtfully curated products.

From scented candles to luxurious self-care items, each piece is designed to evoke the magic of travel, no matter where you are. In this interview, Christine shares the inspiration behind FLANERS, the challenges of launching during a global lockdown, and how her passion for wanderlust shaped the store’s unique offerings.

Nicolle: Christine, what inspired the creation of FLANERS during a time when travel was restricted, and how did your experiences as a passionate traveller shape the concept store?
Christine: The inspiration for FLANERS stemmed from a personal longing to travel and keep the spirit of exploration alive, especially during lockdown when travel wasn’t possible. As a lifelong passionate traveller, I’ve always cherished the excitement of preparing for a trip, the anticipation of new adventures, and the joy of discovering unfamiliar places. Over time, I realised that these emotions—those moments of carefree discovery—can also be found in small, everyday rituals, like lighting a candle that reminds me of a favourite destination. FLANERS was born from this desire to bring that sense of wanderlust and discovery into everyday life, offering a curated selection of products that capture the magic of travel, no matter where you are.

Nicolle: How does FLANERS curate its selection of products to evoke the spirit of travel and exploration, particularly in items like scented candles and self-care products?
Christine: At FLANERS, we curate products with a focus on quality, sustainability, aesthetics, and storytelling. We place great importance on the brands we partner with, often choosing those we shop from or have discovered during our travels. Each item is selected not only for its practical value but also for its ability to evoke a sense of place and adventure. For example, our travel-inspired journals are designed to capture the essence of exploration, encouraging customers to document their journeys.

Similarly, our self-care products such as silk sleep masks are crafted to transform everyday routines into small indulgences, bridging the gap between daily life and the wanderlust that fuels it.

Nicolle: Can you elaborate on how FLANERS aims to make everyday experiences feel like travel adventures, even for those who might not be able to journey physically?

Christine: At FLANERS, we believe that life itself is a journey, and even the smallest details can enhance that experience. We apply this mindset to travel as well as everyday life. Whether you’re exploring a new city or enjoying a quiet moment at home, our products are designed to make those experiences more joyful and unforgettable. For example, our air fresheners are inspired by destinations and can be slipped into your travel bag to keep it fresh. When you open your bag and catch the scent, it can trigger a travel memory or spark your imagination, providing a brief olfactory journey.

By offering items that bring comfort, inspiration, and a touch of luxury, we aim to make every day feel a little more like an adventure. It’s about creating moments of escape and joy, whether through the aroma of a candle reminiscent of the Amalfi Coast or a silk travel pillow that turns a long commute into a first-class experience.

Nicolle: FLANERS positions itself as a one-stop shop for travel accessories. What sets your offerings, such as packing cubes and silk travel pillowcases, apart from those of other travel stores?

Christine: What sets FLANERS apart is our commitment to offering travel accessories that seamlessly combine functionality, style, and sustainability. Our products, like packing cubes and silk pillowcases, are not only practical but also thoughtfully designed by the brands we partner with to elevate the travel experience. We carefully curate items that feature sleek, timeless designs and versatile use, ensuring they serve a purpose beyond their basic function. We also prioritize partnering with brands that use high-quality materials and share our values around sustainability and ethical production. This dedication means that every purchase from FLANERS is a conscious choice, allowing our customers to travel with both style and purpose.

Nicolle: In addition to travel-related products, FLANERS is also described as a gifting destination. What unique and meaningful items can customers expect to find when looking for the perfect gift?

Christine: At FLANERS, we go beyond just offering products; we focus on items that can help create memorable experiences. Our gifting selection features unique and meaningful items like artisanal travel journals, luxury self-care kits, and exclusive home fragrances, all curated to make thoughtful gifts. We want our customers to feel that they're giving more than just an item-they're gifting a piece of the world, a story, a sense of adventure, or a moment of relaxation. Whether for seasoned travellers or those who simply appreciate the finer things in life, our gifting selection has something extraordinary for everyone.

Nicolle: The brand emphasises an ethical approach to shopping. Could you explain how FLANERS ensures a purposeful and fulfilling experience for customers, and what ethical practices are prioritized?

Christine: At FLANERS, we believe in purposeful consumption. This means prioritizing quality over quantity and making thoughtful choices that align with our values. We prioritize working with brands that are committed to ethical practices as well, from sustainable sourcing of materials to fair labour conditions. Our commitment extends beyond the products to our packaging and operations, where we aim to minimize waste and reduce our environmental footprint. By curating a selection of ethically made products, we offer our customers the opportunity to shop consciously without compromising on style or quality.

Nicolle. How does FLANERS create a sense of connection to global destinations through its products, and what role does storytelling play in the brand's marketing strategy?

Christine: Storytelling is at the heart of FLANERS. Every product we offer is carefully chosen not just for its utility or aesthetic but for the story it tells. Whether it’s a perfume that captures the scent of a season or a travel accessory that recalls a specific journey, our products are designed to evoke a sense of place and inspire new adventures. Through our marketing, we bring these stories to life, creating a narrative that connects our customers to the wider world and to each other.

Nicolle: What challenges did FLANERS face in launching an online travel concept store during a time when physical travel was limited, and how did the brand overcome these obstacles?

Christine: FLANERS was incorporated during the lockdowns, with our official launch set for September 2024. The restrictions on physical travel presented challenges but also allowed us to deeply understand our target audience. We conducted extensive market research through surveys, polls, and interviews to learn what future customers would value in a travel concept store. Unable to travel, we built a community on Instagram by selecting a destination each week and ‘travelling’ there through curated imagery and videos, keeping the spirit of travel alive.

Without physical products or user-generated content, pitching FLANERS to potential partners was a challenge. Cold calling and convincing brands to trust a new business without a physical presence was no small feat. However, the rise of wholesale marketplaces became pivotal, enabling us to connect with brands looking to expand. These relationships helped lay the foundation for the curated, high-quality product offerings we are excited to launch this September.

As FLANERS prepares for its official launch, Christine’s vision of bringing the world to people’s homes is set to inspire a new generation of travellers and dreamers alike. By curating products that evoke a sense of adventure and connection to global destinations, she’s created more than just a store—it’s a gateway to the world, one thoughtful product at a time. With a focus on sustainability, storytelling, and the joy of everyday exploration, FLANERS promises to make every day feel like an unforgettable journey, whether you’re at home or abroad.

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Nicolle Knapova is a little bit of everything. She is a freelance translator, content creator and social media executive for The C Word Mag. She loves indie music and is always browsing through Spotify to find the next amazing artist to obsess over. Her love for storytelling means she’s always writing something and she’s not afraid of any genre. Her biggest dream is to be a published author. If she’s not writing her fan fiction, she’s writing her poetry and sharing it on her Instagram @elisecaverly.

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