ABOUT ME

My background is almost 15 years in style and culture-related media and communication. Previously an editor, I’ve spent the last decade working with brand development and creating different kinds of campaigns and concepts for brands.

I’m a creative thinker with a head for budgets and timelines. In a group of people, I’m usually the one who pushes things forward. I tend to make use of my managerial and organizational skills when in company of other creatives. One of my best skills is to discover and connect talent. I thrive when I get to foster creativity and figure out the keys to succeeded collectively. Managing a vast array of creative projects has taught me the importance of attending to individual driving forces and understanding the nuances of teamwork. I believe in a mindset of abundance and collaboration instead of scarcity and competition.

Trained as a journalist, combining thoroughness with speed is one of my strengths. Never not an entrepreneur, I enjoy multi-tasking and getting things done. A brand developer at heart, I believe a brand grows stronger by creating meaningful bonds with communities, often through culture-driven experiences. Questions of representation and the importance of inside-out diversity is always key for me. Many years of strategizing about and communicating values of sustainability is also embedded into my work.

BACKGROUND

Fresh from a journalism degree in London, I was a young editor-in-chief of style and culture magazine Rodeo as we turned it into a glossy biannual. Then, I founded my own companies; a moodboard-based inspiration hub for female creatives called Space Matters and a style and sustainability destination named Make It Last. The latter developed into a consultancy agency specialising in sustainability-driven brand positioning, campaigns and content creation, one of the first of its kind in Stockholm. I spent most of my awake time with Make It Last between 2014-2022. We created campaigns for clients like H&M and Vestiaire Collective, but also grew a strong community and talent network through our own channels. Eventually, we started teaming up with next-gen innovators in the fashion industry to explore possibilities of circularity and local production. These collaborations resulted in products, like a workwear jacket made of textile waste crafted in a micro-factory in Laxå.

With Ossian, my second-born, in my lap, I co-founded SLIC in 2020. SLIC is a brand offering handmade, made-to-order accessories. It’s a passion project that has grown into a side hustle, and it provides me with opportunities to connect with creatives, retailers, and customers from different parts of the world.

Wanting time to be with my kids, I’ve worked less than ever in the last few years. As I’m leaving the toddler years behind and just had my oldest, Lo, start school, my head has started spinning again. I currently consult for ARKET and Marshall Group and work with SLIC, but I miss people management and playing an integral part of a team. I can’t wait to take on new projects or roles with a sense of perspective, calm and collectedness that motherhood has rewarded me with.