Over 90 Leuven businesses and hospitality establishments active for at least thirty years were celebrated at an event in De Hoorn as part of the 'Pearls of Commerce' campaign.
The city of Leuven has put entrepreneurs and family businesses that have shaped the city's identity for decades in the spotlight. Since early October, their portraits have been displayed throughout the city, and their stories are being shared via the city's official communication channels. This campaign emphasizes the importance of long-term entrepreneurship and the adaptability of these businesses to changing times, including new shopping habits, mobility, and e-commerce.
During a festive breakfast at De Hoorn, the 'Pearls' were personally thanked for their years of dedication. They received a specially designed award and a booklet of testimonials. The event provided entrepreneurs with an opportunity to exchange experiences and participate in a themed photo booth. The campaign aims not only to honor the entrepreneurs but also to keep the rich history and collective memory of Leuven alive.
The campaign will continue for two more months throughout the city, featuring portraits, testimonials in the city magazine LVN, and a prize draw via postcards. Customers who have been loyal to these businesses for years can enter the draw for a chance to win weekend stays, museum tickets, and a unique pearl jewel. The competition runs until November 15, with the overall campaign concluding at the end of November. More information is available at www.visitleuven.be/parels.
“"Thirty years or more of entrepreneurship in the same city is truly remarkable. Leuven has changed enormously over the years, and these entrepreneurs have evolved with it. They've faced new shopping habits, changing mobility, e-commerce, and different customer expectations. Yet, they've managed to innovate without losing sight of why people have loved visiting them for so long. That requires craftsmanship, courage, and incredible resilience. That's precisely the entrepreneurship we want to highlight with the Pearls of Commerce."
“"You really notice that the campaign sparks something. Yesterday, we shared a video of the photos at Rector De Somerplein, and it got a huge number of views. Since then, we've received many reactions from people. Someone even sent: ‘I haven’t been to your place in twenty years, but I’ll come for dinner again soon.’ Those are wonderful messages to receive, of course. It's gratifying to see that people are thinking of your business again."
“"This moment is primarily for them. But we wanted to broaden the story beyond just one event. Many Leuven residents have fond memories of these establishments. Perhaps they visited as children with their parents and now bring their own children. These traders are not just entrepreneurs; they are familiar faces and a piece of Leuven's collective memory."
The campaign aims to encourage Leuven residents to rediscover these businesses and hopes to inspire young Leuvenaars to become entrepreneurs. The core message is that successful entrepreneurship is about daring to start, continuously innovating, and above all, believing in one's product and business.
Based on information from the official source:
Stad Leuven — Persruimte (15/10/2026)
