24 Hours With BoxFetti Founder Louise Holk
Her gorgeous event decorations are the life of every party, as is the CEO and founder of BoxFetti, Louise Holk. The Dubai-based, Danish mother-of-three can’t live without her daily chai, Açai bowl, cuddles from her kids and spending time with her husband
6.30AM: I wake up and have breakfast with my three kids. I start every morning with David Rio Chai with two pieces of my Danish cinnamon bread. My husband drives the children to school every day. He enjoys spending the morning with them and I do the pick-ups. I do kickboxing, boxing and strength circuit training three times a week (at my house) with my personal trainer Rafat. I don’t enjoy exercising and I have tried everything there is. This is the only thing I found that I enjoy. It is a good cardio workout and release for pent-up stress.
7.00AM: I can be ready in 15 minutes as I don’t use make-up during weekdays. The only product I use is a Danish sunscreen from Rudolph Care. I just turned 40 this year so I may have to start! Sometimes I only wear dresses and other times you will see me in shorts and tops. It all depends on my day. If I’m going to run around in the warehouse or do a photoshoot then I will wear clothes I can work in. During the day you can find me in a pair of Miu Miu or Isabel Marant denim shorts with a Loewe or Anine Bing top. For day-to-day dresses, I like Ganni, Zimmermann and Pippa Holt kaftans. I was gifted a Hermès Birkin bag for my 40th birthday. It’s been on my wish list for years – I love it so much.
9.00AM: BoxFetti is based in Al Quoz and it takes me 13 minutes to get to work. When I’m at the office I mostly reply to emails, have my meetings, create content and arrange products. I love it when customers pop by to collect items; then I can speak to them about their upcoming celebrations. I love helping them plan. We are seven people in the warehouse and then I have some freelancers that work for me too. We change our showroom depending on the time of year. Now we are setting up for the festive season. I want to be productive while I’m at the office so I try to work as hard as possible when I’m there so I can spend more time with my kids in the afternoon.
12.00PM: I normally eat alone, but if I have a lunch meeting I will offer around Acai bowls to everyone. I’m addicted to Acai and have it for lunch every day. Those days I don’t, I get a sandwich from Joe & the Juice – another favourite Danish spot.
2.45PM: My goal is to pick up my kids from school every day, then I work from home for the rest of the day or I’m on my phone while driving my kids around to activities. With three little ones it’s always hectic.
7.00PM: We have dinner as a family, and our kids go to bed. I normally relax at home with my husband.
8.30PM: We sit in the garden talking or just in front of the television. I also enjoy an evening with my friends – we normally go to each other’s houses to just chat or meet up at a café after the kids are asleep.
By 11.00PM I’m usually in bed. We always mark Fastelavn, a Danish celebration every February. But Christmas, Easter, Halloween parties – I love hosting and planning a party. We are now in our 16th year of a Danish Christmas cookie making tradition where my friends and I meet at my house and bake while enjoying a glass of wine.
Louise’s Picks:
From Harper’s Bazaar Arabia’s Bride Autumn/Winter 2024 issue