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Helena Sundgren is currently the CEO of SAFIRA, a fashion jewelry company majority owned by Verdane, since January 2023. Previously, Helena served as the Marketing Director at Glitter International AB from January 2016 to December 2022, where responsibilities included leadership, online sales, customer experience, and brand development. Prior experience at L'Oréal spanned over eleven years in various roles, including Business Unit Manager and Marketing Director, focusing on profitability, commercial strategy, and digital transformation. Helena's educational background includes a Master’s degree in Economics and Business with a Marketing major from the Stockholm School of Economics, alongside studies at WHU – Otto Beisheim School of Management and the National University of Singapore.