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About Mollie
Tap to Pay on iPhone
Accept contactless payments right on your iPhone with the Mollie app
Accept payments
Embedded payments
Grow your business
Technical resources
About Mollie
Tap to Pay on iPhone
Accept contactless payments right on your iPhone with the Mollie app
Accept payments
Embedded payments
Grow your business
Technical resources
About Mollie
Twice As Nice
Twice As Nice
Twice As Nice
Turning hard times into growth oppportunities
Turning hard times into growth oppportunities
Ecommerce
Ecommerce
Ecommerce
“If you think about it, payment is the worst moment of the entire customer journey”
Benoit Cuvelier - Twice As Nice
Twice As Nice has stood for affordable jewelry from the very beginning. Sixty stores later, the formula still hasn’t lost its appeal, and the brand is currently expanding into France and the Netherlands—thanks to a warm customer experience and smart payment solutions.
Twice As Nice is a Belgian family business founded in 1980. Since 2023, the second generation has been at the helm, including Elisa De Meulder, daughter of the founder. Her colleague Benoit Cuvelier is responsible for daily operations.
“Forty-five years ago, the idea of affordable jewelry sounded like a contradiction,” says Elisa. “It was truly a disruptive concept in the jewelry market at the time. My mother was the first in our country to start with it. Today, the brand has 60 stores across Belgium, the Netherlands, Luxembourg, and France. In the Netherlands and France, we’re still in the early stages, and there’s a lot of potential.”
In total, Twice As Nice employs around one hundred people. Most of the stores are company-owned, while about ten operate as franchises. Since Elisa took over the creative direction, the customer base has also become a bit younger. Remarkably, 10% of the products sold are men’s jewelry—another growing market.
Twice As Nice has stood for affordable jewelry from the very beginning. Sixty stores later, the formula still hasn’t lost its appeal, and the brand is currently expanding into France and the Netherlands—thanks to a warm customer experience and smart payment solutions.
Twice As Nice is a Belgian family business founded in 1980. Since 2023, the second generation has been at the helm, including Elisa De Meulder, daughter of the founder. Her colleague Benoit Cuvelier is responsible for daily operations.
“Forty-five years ago, the idea of affordable jewelry sounded like a contradiction,” says Elisa. “It was truly a disruptive concept in the jewelry market at the time. My mother was the first in our country to start with it. Today, the brand has 60 stores across Belgium, the Netherlands, Luxembourg, and France. In the Netherlands and France, we’re still in the early stages, and there’s a lot of potential.”
In total, Twice As Nice employs around one hundred people. Most of the stores are company-owned, while about ten operate as franchises. Since Elisa took over the creative direction, the customer base has also become a bit younger. Remarkably, 10% of the products sold are men’s jewelry—another growing market.
Twice As Nice has stood for affordable jewelry from the very beginning. Sixty stores later, the formula still hasn’t lost its appeal, and the brand is currently expanding into France and the Netherlands—thanks to a warm customer experience and smart payment solutions.
Twice As Nice is a Belgian family business founded in 1980. Since 2023, the second generation has been at the helm, including Elisa De Meulder, daughter of the founder. Her colleague Benoit Cuvelier is responsible for daily operations.
“Forty-five years ago, the idea of affordable jewelry sounded like a contradiction,” says Elisa. “It was truly a disruptive concept in the jewelry market at the time. My mother was the first in our country to start with it. Today, the brand has 60 stores across Belgium, the Netherlands, Luxembourg, and France. In the Netherlands and France, we’re still in the early stages, and there’s a lot of potential.”
In total, Twice As Nice employs around one hundred people. Most of the stores are company-owned, while about ten operate as franchises. Since Elisa took over the creative direction, the customer base has also become a bit younger. Remarkably, 10% of the products sold are men’s jewelry—another growing market.
Customer Experience
The core of Twice As Nice has always remained the same: creating an affordable jewelry experience. “The idea is to give customers the feeling they’re stepping into a traditional jeweler, but one where you can buy something for a relatively low price,” Elisa explains. “We’re not trendsetters, but we aim to be early adopters. For those who don’t know us, I like to compare us to Zara: you need something, and you know you’ll find it there at an affordable price.”
What is the secret behind the success of Twice As Nice, beyond affordability? “We aim to offer a pleasant customer experience,” says Elisa. “Most customers don’t just walk in to quickly grab something off a rack and pay—though that’s fine too. Most of our customers appreciate being guided by our staff in making their choices.”
Customer Experience
The core of Twice As Nice has always remained the same: creating an affordable jewelry experience. “The idea is to give customers the feeling they’re stepping into a traditional jeweler, but one where you can buy something for a relatively low price,” Elisa explains. “We’re not trendsetters, but we aim to be early adopters. For those who don’t know us, I like to compare us to Zara: you need something, and you know you’ll find it there at an affordable price.”
What is the secret behind the success of Twice As Nice, beyond affordability? “We aim to offer a pleasant customer experience,” says Elisa. “Most customers don’t just walk in to quickly grab something off a rack and pay—though that’s fine too. Most of our customers appreciate being guided by our staff in making their choices.”
Customer Experience
The core of Twice As Nice has always remained the same: creating an affordable jewelry experience. “The idea is to give customers the feeling they’re stepping into a traditional jeweler, but one where you can buy something for a relatively low price,” Elisa explains. “We’re not trendsetters, but we aim to be early adopters. For those who don’t know us, I like to compare us to Zara: you need something, and you know you’ll find it there at an affordable price.”
What is the secret behind the success of Twice As Nice, beyond affordability? “We aim to offer a pleasant customer experience,” says Elisa. “Most customers don’t just walk in to quickly grab something off a rack and pay—though that’s fine too. Most of our customers appreciate being guided by our staff in making their choices.”
A Good Crisis
Retail is under pressure. Bankruptcies are a daily occurrence. How vulnerable is this family business to crises?
“It’s definitely not like the extreme luxury sector, which doesn’t feel an economic crisis at all. In times of economic downturn, we tend to see more of a shift within the segment: people buy less expensive jewelry or spend less per visit, but they still buy. Instead of spending €35, they might spend €25. But we live by the motto ‘Never waste a good crisis,’ so we’re continuing our expansion in the Netherlands and France and aiming for healthy growth.”
The focus remains, for now, on physical stores—although the online store is also a success.
“Our web shop is our most successful point of sale—no physical store matches its revenue. But we still believe in the in-person experience of buying jewelry. At the same time, we’re trying to make receiving a parcel an experience in itself, and we’re experimenting with an AI stylist that will offer customers personalized advice on the website.”
A Good Crisis
Retail is under pressure. Bankruptcies are a daily occurrence. How vulnerable is this family business to crises?
“It’s definitely not like the extreme luxury sector, which doesn’t feel an economic crisis at all. In times of economic downturn, we tend to see more of a shift within the segment: people buy less expensive jewelry or spend less per visit, but they still buy. Instead of spending €35, they might spend €25. But we live by the motto ‘Never waste a good crisis,’ so we’re continuing our expansion in the Netherlands and France and aiming for healthy growth.”
The focus remains, for now, on physical stores—although the online store is also a success.
“Our web shop is our most successful point of sale—no physical store matches its revenue. But we still believe in the in-person experience of buying jewelry. At the same time, we’re trying to make receiving a parcel an experience in itself, and we’re experimenting with an AI stylist that will offer customers personalized advice on the website.”
A Good Crisis
Retail is under pressure. Bankruptcies are a daily occurrence. How vulnerable is this family business to crises?
“It’s definitely not like the extreme luxury sector, which doesn’t feel an economic crisis at all. In times of economic downturn, we tend to see more of a shift within the segment: people buy less expensive jewelry or spend less per visit, but they still buy. Instead of spending €35, they might spend €25. But we live by the motto ‘Never waste a good crisis,’ so we’re continuing our expansion in the Netherlands and France and aiming for healthy growth.”
The focus remains, for now, on physical stores—although the online store is also a success.
“Our web shop is our most successful point of sale—no physical store matches its revenue. But we still believe in the in-person experience of buying jewelry. At the same time, we’re trying to make receiving a parcel an experience in itself, and we’re experimenting with an AI stylist that will offer customers personalized advice on the website.”
The Worst Moment
Through its online store, Twice As Nice became acquainted with Mollie’s payment solutions. Benoit Cuvelier looks back:
“Mollie was recommended to us by our POS partner, who had heard many good things about the provider from other businesses. The integration went very smoothly, and Mollie has an excellent backend. Since the summer of 2024, we’ve also started switching to Mollie terminals in our physical stores.
What do I like about it? Mollie is quite a large company now, but they still provide very personal service. If there’s an issue, they immediately work toward a constructive solution. They’re also highly responsive. I’m confident that if I order a new payment terminal today, it’ll be on my desk the day after tomorrow. That’s crucial for us, because our goal is to be able to open a new store within two weeks of signing a lease agreement.”
Benoit takes a very pragmatic view of their payment provider:
“If you think about it, payment is actually the worst moment of the entire customer journey. That’s why it’s essential that it happens seamlessly and securely—and with Mollie, it absolutely does. Don’t be fooled: the procedures and systems running in the background are quite complex. The trick is that you, as a business or end customer, don’t notice any of that.”
The Worst Moment
Through its online store, Twice As Nice became acquainted with Mollie’s payment solutions. Benoit Cuvelier looks back:
“Mollie was recommended to us by our POS partner, who had heard many good things about the provider from other businesses. The integration went very smoothly, and Mollie has an excellent backend. Since the summer of 2024, we’ve also started switching to Mollie terminals in our physical stores.
What do I like about it? Mollie is quite a large company now, but they still provide very personal service. If there’s an issue, they immediately work toward a constructive solution. They’re also highly responsive. I’m confident that if I order a new payment terminal today, it’ll be on my desk the day after tomorrow. That’s crucial for us, because our goal is to be able to open a new store within two weeks of signing a lease agreement.”
Benoit takes a very pragmatic view of their payment provider:
“If you think about it, payment is actually the worst moment of the entire customer journey. That’s why it’s essential that it happens seamlessly and securely—and with Mollie, it absolutely does. Don’t be fooled: the procedures and systems running in the background are quite complex. The trick is that you, as a business or end customer, don’t notice any of that.”
The Worst Moment
Through its online store, Twice As Nice became acquainted with Mollie’s payment solutions. Benoit Cuvelier looks back:
“Mollie was recommended to us by our POS partner, who had heard many good things about the provider from other businesses. The integration went very smoothly, and Mollie has an excellent backend. Since the summer of 2024, we’ve also started switching to Mollie terminals in our physical stores.
What do I like about it? Mollie is quite a large company now, but they still provide very personal service. If there’s an issue, they immediately work toward a constructive solution. They’re also highly responsive. I’m confident that if I order a new payment terminal today, it’ll be on my desk the day after tomorrow. That’s crucial for us, because our goal is to be able to open a new store within two weeks of signing a lease agreement.”
Benoit takes a very pragmatic view of their payment provider:
“If you think about it, payment is actually the worst moment of the entire customer journey. That’s why it’s essential that it happens seamlessly and securely—and with Mollie, it absolutely does. Don’t be fooled: the procedures and systems running in the background are quite complex. The trick is that you, as a business or end customer, don’t notice any of that.”
Turning Payment into a Celebration
There are many financial players in this constantly evolving market. So what sets Mollie apart? Benoit Cuvelier explains:
“A few things. Mollie is very responsive. They make our lives easier. For example, you can choose whether to receive payments individually or as a daily batch per store. We opted for the latter, which makes things much simpler for our accounting team. And they add fun little extras. All of our payment terminals are customized with our logo. And when a transaction is successful, you don’t just hear the usual beep—confetti pops up on the screen. It turns payment into a celebration.”
Turning Payment into a Celebration
There are many financial players in this constantly evolving market. So what sets Mollie apart? Benoit Cuvelier explains:
“A few things. Mollie is very responsive. They make our lives easier. For example, you can choose whether to receive payments individually or as a daily batch per store. We opted for the latter, which makes things much simpler for our accounting team. And they add fun little extras. All of our payment terminals are customized with our logo. And when a transaction is successful, you don’t just hear the usual beep—confetti pops up on the screen. It turns payment into a celebration.”
Turning Payment into a Celebration
There are many financial players in this constantly evolving market. So what sets Mollie apart? Benoit Cuvelier explains:
“A few things. Mollie is very responsive. They make our lives easier. For example, you can choose whether to receive payments individually or as a daily batch per store. We opted for the latter, which makes things much simpler for our accounting team. And they add fun little extras. All of our payment terminals are customized with our logo. And when a transaction is successful, you don’t just hear the usual beep—confetti pops up on the screen. It turns payment into a celebration.”
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Simplify payments and money management
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Simplify payments and money management
Drive revenue, reduce costs, and manage funds with Mollie.
Simplify payments and money management
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