About me

Hi, I’m Helena, the heart and hands behind Helena The Label.

I’ve always believed that beauty lives in the quiet details - in the way fabric moves, in a well-placed lace, in the joy of creating something that feels truly personal.

My Upbring

I grew up in the lively town of Potchefstroom, surrounded by art, music, and creativity. My parents’ love for both shaped much of who I am today - from a young age, I was always drawing, painting, and taking photos, finding beauty in the small details of everyday life. That love for creating slowly grew into a passion for design and expression, and it’s what led me to where I am now.

My Education

After finishing school at Gimnasium High in 2015, I began studying Graphic Design at North-West University. By the end of 2016, though, I felt a deep pull toward something more hands-on - something where I could create with both heart and skill. That led me to fashion design, and it quickly became home.

In 2017, I started at the North West School of Design in Klerksdorp, where I completed a City and Guilds diploma and, later, my full three-year qualification in Fashion Design by 2019.
Wanting to understand the business side of creativity, I continued my studies at North-West University and earned a Postgraduate Diploma in Business Management in 2020 - a step that helped me shape the vision and foundation of Helena The Label.

Present

In 2022, I opened my studio at The Roots Lifestyle Centre in Potchefstroom: a beautiful space surrounded by gardens, a coffee shop, and the soft hum of weddings and creativity. It quickly became one of my favourite places to be.

After getting married in September 2025, I moved to a farm, where I now continue creating with the same love and care, just with more nature and peace around me. I see clients by appointment only (At The Roots in Potchefstroom), so each fitting feels calm, personal, and intentional.

I’m so grateful that I get to do what I love every single day.

My dream wedding

Mr & Mrs Botha

Since I was a little girl, I’ve dreamed about this day. And as a fashion designer, it meant even more to me, it wasn’t just a wedding; it was the chance to create my dream with my own hands, heart, and vision. We got married on 27 September at the NG Moedergemeente in Potchefstroom, the same church where I was baptised as a baby. It felt deeply meaningful to stand there again, beginning a new chapter in the very place where my journey of faith began.

I designed and made my own wedding dress, as well as my second-dance dress, and all the dresses for my four bridesmaids and four flower girls.

I honestly didn’t know what I wanted at first - how do you choose a style when it’s your own wedding? After trying on a few dresses, I finally started to see what I liked. Then came the best part: fabric shopping! That’s when I fell in love with the Chantilly lace with soft sequins for just a touch of sparkle. But something was still missing…

I’ve always loved detail and elements of nature in my designs, and when I found the perfect beaded lace that looked like roots, I just knew - this was it. I paired it with a pink-nude lining to soften the bright white look, and added layers of soft tulle at the bottom for that dreamy, fairytale feel.

Making your own wedding dress is tricky… but making it fit is even trickier, I’m so grateful to Ernst Schutz for helping me with my fittings and patterns, and for always guiding me with so much patience.
And to Jo-Li, thank you for jumping in when time was running out! You hand-sewed every bit of lace on my veil with such care - it turned out beautifully.

My bridesmaids’ dresses were made from a rosegold brocade, inspired by my mother’s own wedding gown. The flower girls wore the same style - a straight-cut with a flared, ankle-length skirt - but in soft pink duchess satin. It created a romantic, cohesive look that still felt effortless.

That morning, I got ready in my friend’s mother’s art studio, surrounded by paintings, colour, and natural light. It may have been an unconventional space, but as someone who loves art, it felt like the perfect beginning to a day that would itself become a piece of art.

Our reception took place at Anderland, a venue that could not have suited us more - with lush green gardens, fountains, and a dreamlike, romantic atmosphere. Beyond the breathtaking scenery, the people there made it unforgettable. I have never experienced such genuine, thoughtful service in my life.

And then there were the wedding cakes, because I couldn’t possibly choose just one. We had a whole collection of flavours, each like a tiny edible artwork: Carrot (vegan & gluten-free), Granadilla, Chocolate, Nutella Hazelnut, Lemon Poppyseed, Red Velvet, Vanilla Salted Caramel and Pumpkin Biscoff.

The day was peaceful, joyful, and filled with love. Everyone told me not to stress - and I smiled, because I truly wasn’t. Everything felt exactly as it was meant to be.

My wedding day was everything I dreamed of as a little girl and more.