I love traditions, which is why Easter has become just as big a part of my universe as Christmas. I collect, like a little golden hamster, fabrics, embroideries from flea markets and all around the country. On trips with my family, there's always a suitcase that has to be filled with the finest things that get collected.

CRÈME de la CRÈME à la HELLE is my personal celebration of craftsmanship, creativity, and timeless design, founded by me, Helle Høgsbro Krag. My journey has always been driven by a passion for fine arts and traditional techniques.
P.S. The picture is from when I started the store 25 years ago.

I love traditions, especially Christmas. Opening my Christmas box feels like opening a diary—inside are things I've bought and collected over the years, each one tied to its own memory. Throughout the year, I gather fabrics, embroideries, and laces that come together to create the most beautiful Christmas decorations.