Exactly in the year we celebrate our fifth anniversary at the world’s most renowned horticultural exhibition, we are launching something new: Tools & Tales – our very first in-house magazine.
Twenty-five years ago, Sneeboer first set foot on the Royal Hospital Chelsea show grounds. We have been back there every year since – booth after booth, season after season, conversation after conversation with gardeners from all over the world. Chelsea is not an event we attend. It’s a place where we belong.
That anniversary called for something special. Not a brochure, not a campaign – but something that does justice to what Sneeboer is and what we stand for. Something you can hold on to, read through and keep. The result is Tools & Tales: a magazine about tools, craftsmanship and the stories that go with them.
Why Chelsea and Sneeboer are inseparable
The Chelsea Flower Show is the stage where the world’s best gardeners, designers and trade specialists come together. Quality is non-negotiable there – and that’s exactly what Sneeboer stands for. Our hand-forged tools have been made for generations with one goal: to provide the best tools available. That shared dedication to craft makes Chelsea the natural home for our brand.
Moreover, England has a garden culture unlike any other. The rich history, the seasonal ritual, the deep-rooted respect for the craftsmanship behind a beautiful garden – it fits seamlessly with who we are and what we make. So after twenty-five years, the show feels like an annual homecoming.
What you’ll find in the first edition of Tools & Tales
Much of this edition is devoted to 25 years of Chelsea in pictures: a photo essay past highlights, special moments and familiar faces from a quarter century at the show. From the first time we built our booth to this year’s edition. Words sometimes fail us; the pictures speak for themselves.
In addition, the magazine includes a column by Rob Smith on craftsmanship and the craft, the history of Sneeboer, a carefully chosen tool of the month – and, to conclude, a personal afterword by Jaap Sneeboer. After twenty-five years at Chelsea, he has seen, learned and experienced more than most of us can comprehend. His reflections give the anniversary the depth it deserves.
Where and how to read the magazine
Visitors to the Chelsea Flower Show can pick up Tools & Tales at our booth – a tangible gift befitting the anniversary. But the magazine can also be read via our website: both the Dutch and English versions are available.
Tools & Tales is more than a magazine. It is a way to share our world with everyone who is as passionate about tools, horticulture and craftsmanship as we are. We hope this is just the beginning of a long series of editions.
Read the first edition of Tools & Tales via sneeboer.com – available in Dutch and English.