online paradise

Once the best kept secret of Amsterdam Zuid. Heleen Hulsmann’s salon. In one of the prettiest buildings along the hem of the Vondelpark, Heleen opened her doors twice a year to welcome a group of restless women with burning wallets who really wanted to try, buy, have her ‘unworn or barely worn’ items.

Heleen rummaged through Shoebaloo’s attic storage and had many well to do women (at least, I assume they were) who gave her their ‘cast-offs’ for Heleen to sell to us. Getting to visit this sale felt like finding a golden wrapper in a bar of chocolate. Such loveliness. Céline, Balmain, Prada, and sometimes even a delicious Hermès, she sold everything for a fraction of their worth.

The delightful news of the day is that her shop is now open every day. And you don’t need to be part of the small, intimate club of the privileged, anymore. Heleen Hulsmann has gone online. You’re able to see at all the pretty things she’s collected 24/7. You can order online or make an appointment to go shopping. Slow shopping is the word according to Heleen. Besides, she’s extraordinarily cosy and always advises you honestly. I just went shopping on her site and I’m incredibly happy with this online movement. A very small tip from my side, the music (no matter how divinely French and great) isn’t really necessary. That might be personal. Anyhow, Heleen, welcome in the world of online.

Shopping

1. Jurk, € 375, Victoria Beckham
2. Cape, € 2.498, Chanel
3. Enkellaarsjes, € 279, Martin Margiela
4. Handtas, € 649, Celine
5. Zijde top, € 179, Balenciaga
6. Jeans, € 398, Balmain