In August 2001, Helen Welsh launched her own women's accessories line in the heart of New York's fashon district catering to specialty and finer department stores. The philosophy of the company, has been and continues to be focused on "Accessories with a Distinctive Point of View.”

The guiding principles of her life and business are symbolized by the square depicted on her label. The feng shui (shu-a-eh) square consists of 9 small squares, each representing compartments in life; when these are all in balance, all one’s endeavour’s are harmonious. All facets of her life relate back to her belief in this philosophy – mother, business executive, designer; an American woman making it all happen.