From Ballet to Bridal
Launching My First Collection
It still feels a bit surreal to say this out loud, but my Classic Veil Collection is officially out in the world. After months of quietly sketching, stitching, tweaking, and rethinking everything from my logo to the tiniest stitch… it’s here.
But this launch wasn’t just about veils. It’s much more personal than that. It feels like the first real step into the next chapter of my life.
As many of you know, I’ve spent most of my adult life dancing professionally. Ballet has been my home, my rhythm, my structure. But the curtain is starting to close on that part of my life—just a few months left until I say goodbye to the stage. It’s something I’ve known would come, but that doesn’t make it any less emotional.
So this launch—this collection, this rebrand—it’s my way of stepping into what’s next with intention. With love. And with a little bit of trembling excitement.
Why I Rebranded?
My First Logo
I made this using Procreate…
I’ll be honest—I was never truly happy with my original branding. I designed my first logo myself in Procreate (just me and my iPad), and while I’m proud of how much I figured out on my own, it never felt quite right. It didn’t reflect the level of care, craftsmanship, and emotion I pour into everything I make.
And if there’s one thing about me, it’s that I’ll always try to do things myself first. If I don’t know how to do something, I’ll watch the tutorials, read the books, and just figure it out. That’s how I taught myself to sew. How I learned embroidery. How I’ve handled most of my business up until now.
But with this re-launch, I finally admitted defeat in the branding department. I realized it was time to call in a professional—someone who could take all my vague ideas, Pinterest boards, feelings, colors, and textures and somehow turn them into a cohesive, beautiful brand.
That’s when I found Merel. (Well, technically, I had been saving her work for months on Pinterest without even realizing it was all by the same person!) Once I put two and two together, I reached out—and from the very first message, I knew it was a match. She completely understood what I was going for. Within three revisions—honestly, the last two were just tiny tweaks—we had it. The branding I had always dreamed of but couldn’t create on my own.
I love it so much. Every time I see it, it just feels right.
About the Veils
I created this collection for the brides who want to work with me but can’t quite commit to a fully custom wedding dress. Whether it’s timing, budget, or just knowing you’ve already found the perfect dress, I still wanted there to be a way to create something special—something handmade and personal for your wedding day.
That’s where these veils come in.
Anna
Wearing the double width cathedral length veil.
I’ve really fallen in love with veils. I think they’re the unsung hero of the wedding look. So often, it’s not the white dress that makes someone feel like a bride—it’s the veil. Most of us have worn a white dress before, but a veil? That’s something most people only wear once in their life. And that moment when a bride-to-be puts one on for the first time? It’s powerful. It hits different.
Funny enough, so many brides think they don’t want one. “Not my style,” “too traditional,” “feels fussy.” But once they try one on, most of them are instant converts. It’s just… magic.
This collection is full of simple, elegant pieces that still feel rich with intention. Each veil is made by hand, and I offer custom embroidery options too—whether you want initials, a date, a meaningful phrase, or something symbolic. It’s a way to add a personal touch, even without going full custom on your dress.
And I’m only just getting started. I have so many ideas for future designs, and I can’t wait to expand the collection and keep sharing this new passion with all of you.
Candela
Wearing the shoulder length veil.
Looking Ahead
This launch feels like the beginning of something really special. It’s the start of a new chapter, a new rhythm. I don’t know exactly what’s next, but for the first time, I feel ready to find out.
If you haven’t seen the veils yet, you can explore the collection [here – insert link]. And if you’re dreaming of something custom or just want to say hi, my inbox is always open.
Thank you for following along on this journey—it means more than you know.
With love,
Lennart