About 29lines

Welcome to 29lines – Discover. Beautiful. Considered.

At 29lines, we understand that today’s consumers are time-pressed — but still want to make conscious, responsible choices. That’s why we’ve made it our mission to do the homework for you.

Founded by Helen, a passionate advocate for sustainable living and ethical consumption, 29lines was born from over two decades of retail experience. After years of attending trade fairs and connecting with suppliers, Helen saw the need for more mindful options in the marketplace — and the opportunity for real change through everyday decisions.

We carefully source products from brands that share our values and are working toward more responsible and ethical practices. Each item is chosen with care, considering craftsmanship, materials, production methods and the people behind them, with a focus on quality, longevity and thoughtful design. We know there’s always more to learn and improve, and we’re committed to evolving alongside the brands we support.

Our curated collection spans fashion, accessories, skincare, home and gifts — each crafted with care and intention. When you shop with 29lines, you’re not just choosing beautiful products; you’re supporting a more considered approach to consumption.

Because we believe small actions — like choosing well-made pieces you’ll truly love and use — can create meaningful, lasting change.

At 29lines, we make it easy to shop beautifully, responsibly and with purpose.