["Sociology of Health & Illness, Volume 42, Issue 8, Page 1858-1872, November 2020. ", "\nAbstract\nAfter the regime collapse, the former socialist societies in Central and Eastern Europe experienced rapid social and economic transformations. Consequently, mental health deterioration coupled with ambitions to break with the past triggered reforms of mental health systems. Yet, 30 years later, mental health in the region remains poor. Stigma of mental illness may be one of the factors that delays help seeking and, therefore, maintains status quo. Thus, the aim of the article is to better understand the roots of stigma and the process of stigmatisation in one of these countries – Lithuania. Drawing on Norbert Elias’s model of established‐outsider relations, the article presents the analysis of 23 in‐depth interviews with healthcare providers and users of services diagnosed with depression or anxiety disorders. Said analysis reveals how stigma of mental illness might result in damaged self‐image and shame of feeling different. Mental illness and healthcare seeking are perceived as a threat to culturally and historically determined self‐values, at the core of which seems to be intolerance of difference. The article contributes not only to research concerning mental health in a relatively understudied region of Central and Eastern Europe, but also to existing literature on stigma as embedded in a local context.\n"]