Jurtadís was born from herbs, knowledge, and a mother's love.

My name is Sabina Helvida, and I am the founder and artisan behind Jurtadís. I grew up in Bosnia and Herzegovina, but in 2005, I moved to Iceland with my daughters. Today, Iceland and Bosnia and Herzegovina are the two countries I call home.

My interest in herbs began in early childhood. I grew up surrounded by nature and herbs, and I learned early on from my family to identify and utilize them. When my parents were busy building a home for the family, I often stayed with my grandmother, who shared her knowledge of herbs and their uses with me.

One of the first herbs I learned to recognize was chamomile. It was widely used in my childhood home – in tea, for washing faces, and in herbal infusions. Chamomile has therefore always held a special place in my heart.

My grandmother was a unique woman. When I was little, I thought she was almost like a sorceress because she knew how to use herbs from nature for various everyday ailments.

I particularly remember when I fell and scraped my knee. Grandma picked up a stone, crushed yarrow leaves with it, and applied them directly to the wound. The bleeding stopped quickly, and the wound began to heal. This small childhood memory has stayed with me all my life.

The white lily holds a special place in my heart. It is not only my favorite flower but also part of the Jurtadís logo.

From childhood, I have precious memories of picking white lilies with my mother and making herbal oil from them. My mother always had such oil on hand, and it was part of our family's herbal practices.

The white lily thus connects me to my mother, my childhood, and Bosnia and Herzegovina. The white lily is also part of the country's national symbols, and for me, it became a natural symbol of Jurtadís – a connection between my origins, the herbs, and what I create today.

In my teenage years, my interest in skin and cosmetics developed further. When I was 15, I began studying hairdressing and cosmetology, laying the foundation for the professional knowledge that later became an important part of my journey.

In 2011, my life and my family's life changed. My elder daughter was diagnosed with cancer, and at that time, it became especially important for me to know exactly what I was putting on her skin. I therefore decided to combine my knowledge of skin and cosmetics with my interest and knowledge of herbs and began to develop natural skincare products for her from carefully selected ingredients.

What started as a mother's way to care for her daughter's skin eventually grew into a much larger passion. I continued to learn, research ingredients, and develop my own recipes.

In 2020, I decided to deepen my knowledge even further and began studying at the Natural Skincare School, where I specialized in the development of natural skincare products.

From this journey, Jurtadís was born – where herbs, professional knowledge, and a mother's love meet.