You’ll certainly be seeing red when you walk into this colorful shop. Tapping into the deep symbolism and power that red has over all of us, whether it means love, passion, danger, fire or good luck, this shop offers just about everything—in red.

One can find jewelery, kitchen accessories, home deco, children’s toys, women’s clothing and a vast assortment of evening and daytime bags, as well as photographs, fancy mirrors, ornate candles and beaded rings created by local artists, community centers and aspiring neighborhood entrepreneurs.

On the edge of the Red Light District, it also serves as a welcoming point into Amsterdam’s most famous area. The shop’s celebration of red does not stop with items one can buy, those working there also believe that red hair is something special, so redheads get a ten percent discount on all purchases.