Business incubation: L'Auberge Espagnole, the cradle of great ideas

As a mother of three, Roxane Anciaux understood that embarking on this new journey would require a solid foundation to ensure her daily life wasn't uprooted. This is where hub.brussel's business incubator, l'Auberge Espagnole, gave her room to experiment. In this 65-m2 space, she could plant the seeds of her concept,  test how well they adapted to the terrain and help them grow.

Selva: cultivating an idea

With Selva, Roxane wanted to cultivate much more than just a shop. She envisioned a concept built around three complementary services:

• A retail space dedicated to indoor plants, with each species carefully selected to thrive in urban environments.
• In-home plant care support, helping customers find the perfect spot for their plants so they can grow and flourish and integrate nature in their environment 
• Workshops—held in-store, in businesses, or at home—to share her expertise and raise awareness about the benefits of integrating plants into our living spaces.

However, before launching the business, she needed to test her ideas in real life. "I was convinced that several of my ideas would take off! But in practice, this wasn't the case."

L’Auberge Espagnole: the perfect testing ground for new ideas

Just like plants, ideas need fertile soil, the right climate and the space to be pruned, adjusted and watered. This is exactly what l'Auberge Espagnole offers: an environment where you can carry out a full-scale test of your concept, under the watchful eye of experienced coaches.

Located in the heart of the lively business districts of Etterbeek and Jette, hub.brussels' two business incubators offer flexible, modular spaces designed to adapt to each entrepreneur’s needs. The pared-down yet customizable facilities allow businesses to shape the space according to their concept.

In addition to the premises, hub.brussels also offers free, tailored support, regular coaching on key topics and access to a whole network of experts.

And since the support ecosystem has far-reaching ramifications in Brussels, Roxane was also supported by Dansaert's Local Economy Office and participated in the LEAD Network's WOBIZZ program, which offers 3 months of free training specially designed for women.

Roxane's seeds of wisdom:

• The importance of customer contact: "Beyond the plants, it’s the relationships I build with my customers that nourish my business."
• Wearing multiple hats: "Every day is a balancing act between management, marketing, logistics, and sales."
• Letting go: "I needed to learn to accept surprises and not see every obstacle as a failure, but rather as a chance to adapt and grow."
• Dealing with rainy days: Just like plants have dormant periods, businesses go through slower phases too… Those moments were hard for me because I thrive on movement and action. But I’ve learned that quieter periods give me time to focus on bookkeeping, marketing, and other important tasks. In the end, they’re necessary for long-term growth!"

An urban jungle in the heart of Georges-Henri

Today, the tiny seed planted in l'Auberge Espagnole has taken root in a setting resembling the incubator itself. Nestled at 225 Avenue Georges Henri, Selva is a green oasis where every plant can find its place in the sun. Every customer leaves with a slice of nature and Roxane's friendly advice ringing in their ears.

Amidst the vibrant greenery and artfully arranged pots, Roxane does what she loves most: sharing her knowledge, guiding others, and watching things grow. Her shop is more than a business - it is a breath of fresh air for both plants and people.

"Allow your ideas to sprout. Take the time to nurture them and expose them to the elements. With patience and care, they will take root, and flourish… and who knows? Maybe one day, they’ll grow into a thriving forest.