This article originally appeared in the Spring 2020 issue of Paprika Southern. We also recently interviewed Cristina on Episode 6 of P.S.: The Paprika Southern podcast—you can listen to the full conversation here.

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Cristina Drumm Leonardi of Hygge

Creative South

Written by Victoria Burns / Photographed by Siobhan Egan

“Hygge is a lifestyle of all things cozy and wellness,” says Cristina Drumm Leonardi, owner of Hygge Savannah.

Cristina started her journey to creating a more intentional lifestyle more than ten years ago. A 2014 graduate of Savannah College of Art and Design in advertising with a passion for creative direction, Cristina was drawn to the charm of Savannah. She landed a position in buying and social media with a local shop, which sparked her initial interest that led her to start the branding for what would eventually become Hygge.

Cristina says, “Over the years I created an archive in my mind of different ideas and artists I would love to feature in a shop of my own,” adding, “I traveled to Copenhagen and learned more about this sustainable and conscious lifestyle and just fell in love!”

Cristina is a one-woman show, doing everything from social media to customer service and product-buying herself. When it comes to buying, she carefully curates the shop with brands and products she believes in and that have meaning.

When choosing products she avoids the large markets that many retailers source from, instead meeting makers face-to-face or through Facetime calls to learn more about who they are and what they make. Before bringing a product or brand into the shop, research is done to ensure their sustainability, where the products are being made, and specifically that the makers abide by ethical production practices. In ensuring these qualities in the products she chooses to carry, Cristina hopes to influence the community to reduce their carbon footprint and be more conscious of what we buy.

“It’s so amazing to see the ebbs and flows of the community,” she explains. “It can be overwhelming, but little steps and small changes in your everyday routine make a difference...Small things like using dryer balls instead of sheets is a great place to start.”

Another large part of Hygge is its space for creativity and mindfulness. Ana Leonardi, Cristina’s mother and talented artist, often teaches watercolor classes for community members wishing to dive into their creative sides and learn more about the art form. Along with these workshops, meditation sessions are also held monthly.

“I want to create an experience and mindful space,” explained Cristina. Through Hygge, Cristina has created the ultimate experience where customers are community members, fully transparent in the individuals and the values that are being supported with every purchase.