In 1998 Heartmade was born as the creative brand of designer Julie Fagerholt. In the beginning the label was established through an exclusive couture tailor business for a small group of private costumers, but in 2000 Julie Fagerholt decided to give in to wavy demand from her customers and launched her first ready-to-wear collection to great acclaim. The collection won her the prestigious Danish Fashion Award "The Golden Button" and in 2010 she won her second "The Golden Button". From the beginning Julie Fagerholt had a clear vision regarding the design philosophy and business strategy for the brand Heartmade, which was to unite haute couture's sophisticated non-compromising view on fit, detailing and quality with ready-to-wear's reproducibility and price.