The Coolest Shopkeepers

Samantha Seil has been president of the Union Commerciale et Artisanale de Grevenmacher (UCAG) since 2021. She is, in her own words, not a person given to sadness. Ahead of the town's braderie, the annual street fair, she spoke about the transformation of Grevenmacher's centre, new shops opening, and her wishes for "Maacher", as the locals call it.[1]

Visitors come early, Seil says. Some arrive at 9am, an hour before the official opening at 10am, to get the best bargains. The braderie fills three axes of the pedestrian zone with regional products, Moselle atmosphere, and restaurants, two of which offer direct views of the river. "Many visitors who come for the first time say: mega! Grevenmacher is a town where you can do more than just shop," she says.[1]

A town where you can do more than just shop. That is the pitch. The braderie is the pitch. The Moselle is the pitch. The three axes of the pedestrian zone are the pitch. The restaurants with the river view are the pitch. The regional products are the pitch. The visitors who say "mega" are the pitch. Grevenmacher is a town on the Moselle with a braderie and a president who is not given to sadness, and the shops are open, and the river is there, and the sun is behind the clouds today at 25 degrees, and the fourth heatwave is coming on Tuesday, but Sunday is Sunday, and the braderie is on, and the visitors are early, and the bargains are there, and the president says "mega", and the river is the Moselle, and the town is "Maacher", and the braderie is the braderie.[1]