“In 2021 we both found ourselves at individual crossroads, and it was on a grey and harsh morning in March that we decided to meet and catch up, outdoors. I told Leena about KAFTAN(EN) and I shared my uncertainty of actually starting a business, of creating a brand. I described to Leena my vision of Helgabad’s branding if I were to go ahead with my venture. Leena was immediately enthusiastic and that very same evening I basically had a brand profile in my inbox. Leena did not only believe in me and Helgabad, but she also offered invaluable help in creating the Helgabad website.”