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Tell us more about your business, inspiration and motivation!
Sustainability is my guiding star and has been since I started in 2008. Through timeless design and high quality, we offer the market products with a long lifespan which you can enjoy for a long time. I love spending time with our producers. The feeling of the dialogue with the craftsmen when my sketches become a piece of silver jewellery is indescribable. I have always worked close to and in production, which is extremely important to me. I get full insight into both the production process and working conditions, which is a prerequisite when choosing factories – to know that my products are made by people who feel good. Like many others in my industry, I love to travel and have always had a thirst for adventure. Travelling around the world naturally inspires me a lot, but nevertheless, I draw both inspiration and strength from the west coast of Bohuslän. I spend a lot of time in our summer house on Klädesholmen with the sea outside the window.
What type of products do you sell and which market do you target?
We sell women’s accessories with a focus on sustainability, regardless of the product category. Since I started in 2008, my guiding principle has been to design classic accessories with a trendy touch. We have five different product categories; silver jewellery, and hair accessories where the super cord is our star product! We also offer bags, and loungewear where we have lovely kimonos sewn in limited editions, as well as a nuanced linen collection, but also home – with mainly hammam towels. Our primary market is Scandinavia, but we are growing strongly in the Central European market, which is both exciting and challenging!
What does your industry look like today and how do you see the development going forward?
We have managed very well during the last few tough years and can happily state that we have good growth in the company. I am optimistic and believe we will do well in the future. I am convinced that high-quality wins in the long run. By buying fewer goods but with high quality, we all feel better and the environment better.
What would you say is your biggest asset and your biggest challenge?
We have a large number of dealers in very different industries, which makes us less vulnerable. We work hard to be able to offer our customers more product categories – we want to be “the icing on the cake”.
What is the best thing about having your job?
All! All the joy, happy laughter and all the meetings. The diversity in both tasks and challenges you sometimes encounter. It is a blessing to meet people from all walks of life. On my trips to India, I socialise with business leaders, factory workers and children/adults from the slums. It makes a strong impression and makes me grow as a person.
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