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Joke Martin graduated as a textile designer. But during, as well as after, her studies she enthusiastically kept painting on canvas, specifically themes and subjects inspired by Nature.

This fascination with flowers and greenery led to an additional training as a florist.

Today Joke is senior designer for an international brand that creates and produces innovative, luxurious wallpapers. Working in the sector of interior decoration further strengthened and developed her interest in all things Nature.

In 2016 Joke started her own textile label, together with her husband Steven De Boeck. 

They called it BY.NOON. 

BY.NOON  proved to be the perfect match between Joke’s passion for painting and Steven’s zeal for entrepreneurship. In their home workshop they have been creating several unique collections of  quality cushions, all originally handpainted, and rightfully labeled as “made in Belgium”.

In a surprisingly short time span, the BY.NOON collections have been picked up by high end retailers in Belgium, the Netherlands, France and Norway, who added Joke’s cushions to their assortment.

Animated by their love of lush gardens and fine verdant parklands, Joke and Steven make yearly trips to the UK with their children. To wander about the English landscape, to discover great new  gardens, and to get inspired for their next designs and collections.

Joke’s approach to painting is very much in line of the Baroque Masters’ technique. She tries to capture the soul of the flower with her brush strokes, often against a darker backdrop. As the florist she has always remained, she combines a large choice of flowers into one bright and striking composition.

It is BY.NOON‘s ambition -and indeed mission- to create things with a lasting value, things that grab people’s attention, things that are inspiriting to look at.

BY.NOON‘s plaids and cushions are paintings in your sofa. Beauty which adds color and excitement to your daily life.