All the senses are immediately stimulated when you step over the threshold at Crafthouse in New Kijkduin. A soothing aroma meets you, warm earth tones embrace you and the music at volume 'late night' makes you slow down automatically. This is the boutique cum showroom and atelier of Hülya de Bruine, who, after a successful career as a business consultant, only focuses on her passions. And there are quite a few of them. "I have always been fascinated by aesthetics, in the broadest sense of the word," she says with a soothing timbre. "Natural beauty, architecture, interiors, accessories, fashion... During the many trips I made for my work, I came across beautiful craft products. These inspired me to create the collection for Crafthouse. I also do interior design projects and make my own haute couture embroidery, both on commission and for my own label Très Paris."  

 Those embroideries, better called broderie d'art, are preceded by a special history. "After working with my head for over 20 years, I wanted to create something with my hands," De Bruine explains. "I went exploring and not much later I went to Maison Lesage, Chanel's embroidery workshop in Paris. There I met a typical Frenchwoman - strict, no smalltalk - who admitted me to the course." One of the few Dutch nationals, she completed all eight levels of the professional training programme 'History of Fashion'. "I worked day and night, I was SO happy; walking there with my embroidery frame through the city, like a real Parisienne." 

Treasury 

She picks up her framed exam pieces, which incorporate endless techniques. "Look, this art deco landscape is the final piece of training on the different style periods. And I also worked on tulle - a difficult technique because the fabric moves in all directions when embroidered. But silk satin really gives you blood, sweat and tears; you have to apply a lot of force to get through it, then you sometimes shoot through to your fingers." The drawers of what De Bruine calls her treasure chest, a fine antique haberdashery cabinet, open one by one, while 'Diamonds Are a Girl's Best Friend' sounds appropriately in the background. "This is where I keep all my materials: Swarovski stones, sequins, glass beads, gold thread, you name it. I buy these from the best addresses. For example, I recently bought some gorgeous feathers from a trader in London, and in Bruges I was able to get hold of rare antique lace."  

Hülya de Bruine at work

Last late summer, the craftswoman launched her first Très Paris collection with her own exhibition at Crafthouse. "I started making evening bags because I love the opera, but feel that with the outfits and accessories of the visiting ladies, it could be a bit more stylish," she explains the build-up. "Now I have a full ladies' collection and a collection of interior items of international allure." 

Where does all this inspiration come from? De Bruine: "I come across ideas everywhere, it's an organic process - the other day I happened to find breathtaking designs in a book on Byzantine design. And I keep an eye on the collections of French and Italian fashion houses like Chanel, Dior and Gucci, who use a lot of haute-couture embroidery techniques. My exam pieces also constantly give me new inspiration, which I consider my prototypes; everything I can do, I find in them." 

New Kijkduin 

On embroidery then, because Hülya de Bruine is a creative omnivore. What started as a friend's service when decorating houses has grown into a specialism in interior styling. "That's how Crafthouse came into being," she says. "People can look around here at their leisure and come and sit at the bar with a drink. That way we can get to know each other and before I know it, we're talking about wallpaper, the curtain fabrics or the champagne bar for the new house." 

Whether it's a single property, a specific space or total furnishing, at Crafthouse it can be done. And for that, the entrepreneur in Nieuw Kijkduin is in the right place, she notices. "Soon the flats will be completed - we will be living there ourselves - and I notice that many people go for a completely new interior. Those people know how to find me well." 

Inside Crafthouse in New Kijkduin

To illustrate her style, De Bruine conjures up the digital mood board she made for her future flat. "My work is colourful, elegant and warm, call it savoir-vivre. In my kitchen, I apply a combination of rich materials, such as a Carrara marble worktop, brass taps and walnut panels. The eye-catcher will be a handmade French cooker by La Cornue. As side tables, I will use vintage Louis Vuitton suitcases with glass shelves on top. And of course, I will also incorporate broderie d'art into the upholstery! It is an eclectic whole, because I am a world traveller and a bon vivant, just like my customers."  

Once she has moved in, De Bruine will open her home to them. "I basically open the door of my life, so customers can find inspiration for themselves AND I can help them get a network of good professionals." 

Workshop 

As if she is not busy enough, she has her sights set on a future full of new projects. "I am in talks with a Dutch designer to see if I can create the embroidery for his collection. And I want to inspire others myself with an exclusive embroidery workshop where people experience the combination of leisure and craftsmanship. Actually, I want too much, but at the same time that keeps me on my toes. This is my passion and my second career, and I want to enjoy it to the full."

www.crafthousestore.com and www.tres-paris.com