It was a little tough financially but a start-up needs time. And belief. People might react strangely to your new found interest, like you have no idea what you’re doing. But you know. And after those 6 months, you have proved them wrong. Or, it just wasn’t your thing. But you have to give it the time it deserves. And not call it a project, it’s a business, you’re building a brand! And the mama-part, that’s just empowering!
Tell me about you! What’s your background?
My background is a big blur, haha! I spent most of my twenties in the tropics on various boats. I was a dive instructor for 5 years and later also a stewardess in the Caribbean. Far from the world I now live in… Coming home from all that, wanting a change in life, I started studying Tourism. I met Martin already the first day. 1,5 years later Frank was born. We didn’t even live together when we found out we were pregnant, haha (omg, thinking about it now). When I was home with our second, gorgeous Liv, I started my journey with Mini Mocks. I had no idea it would take me this far, and I still don’t plan more then 6 months ahead.
Where in the world do you call home?
I grew up in the big city, in Stockholm. I love it there, and I have my studio there. But my family and I have an apartment in the suburbs (I always call it the ‘hoods’, cause it is) and I really want to move berfore Frank starts big school, because they’re no good ones here!
As well as raising 3 gorgeous babes, you are #girlboss at Mini Mocks – Tell us a bit about the brand, its growth and your hopes for the future?
Like I mentioned, it all started back in 2013, when I was home with my daughter. It grew quite fast, cause apparently I was quite good at it. Marketing. I had no idea! But I put so much work and time into it, it really is my little baby. I love Mini Mocks and what we stand for.
The future is bright, that’s all I know! 🙂
We connected on Instagram and I know this platform is extremely important to you, not just personally but for your business as well. You now have over 80K followers connecting with you and your brand and you’ve recently launched an online course – “Building your brand with Instagram”. Tell me a bit about this course and why you think Instagram is so important for connection?
I made this little online course because I had such a high demand on an English version after making some Swedish workshops last year! The first 3 months I had over 600 enrollers, so I was happy that I put the time in and did it. It is just about helping others. It’s a very relaxed and personal guide to the Small business-Instagram jungle! I’ve had such great feedback, I really wish I had something similar to guide me when I first started with Instagram, from a business point of view.
I find Instagram a very useful tool when connecting with others. Not just for the amazing inspiration I’m fed with every day but all the day-to-day happenings in peoples lives. It’s extraordinary. I know that sharing a bit (or a lot) will help me sell my products. It is as easy as that! It is the way that I’ve chosen to do it.
What are the pros and cons of being so active on social media, especially when it comes to your children and how do you manage these things?
It does take some time of course. But I’m very good at posting and reading and commenting when the children are not around. A lot of my photos are present time (‘insta’-grammed), but maybe I answer comments a few hours later. Not ideal, but I’m a mom of three so…!
I know Instagram has brought many amazing people into my life, you being one of them. Tell me a little about that journey. Is making friends on the internet isn’t as scary as people think?
Aren’t you the sweetest!!! I’ve made so many new friends, yes, it’s amazing!!! Some, I’ve never met (cause they live bloody ages from here) and some I meet every week! I go to Paris every year to Playtime (a trade show for children’s wear and deco) and I meet many of the lovely, lovely ladies I talk to daily on IG, it means the world to me. Not at all a scary thing. Good for business too!
Describe a typical week at your place. What care arrangements do you have and what tricks make things run smoothly for you?
My older kids go to daycare/preschool 4 days of the week. I leave them there at 09-09.30 and M picks them up at 4pm. That is very common in Sweden since childcare is very cheap here. I then take Harry and jump on the tube heading to Södermalm where my studio is situated. I work some hours together with my shop keeper Tone and then I go home! Sounds nice huh? But my work continues after they’re in bed again. Not always the nicest way to spend your evenings, but I still feel blessed for having such a flexible job…! Fridays are spent with all three of them, it’s a beautiful mess!
There are lots of Mamas out there who have a desire to start a business, but aren’t sure where to begin. What advice do you have for others who are letting self-doubt hold them back and what are the biggest challenges you face running a business and being a Mama?
I decided to give it 6 months. Instead of taking a regular job (for example the hotel I was part-time working in before I had Liv). It was a little tough financially but a start-up needs time. And belief. People might react strangely to your new found interest, like you have no idea what you’re doing. But you know. And after those 6 months, you have proved them wrong. Or, it just wasn’t your thing. But you have to give it the time it deserves. And not call it a project, it’s a business, you’re building a brand! And the mama-part, that’s just empowering!
You often talk about your man, Martin and how much of a support he is to you. You adore him and he clearly adores you. Can you tell us a little bit about how you guys met and how you work together to parent your babes?
Yes, we met in school as a mentioned. He is such a beautiful person, sometimes I just can’t understand how lucky I was/am! You won’t find a better dad. He is so playful. He can sit for hours and play with LEGO on the floor. And with play I mean funny voices and sound effects and the whole shebang. I’m not like that. I love to make crafts, paint, play board games, puzzles and so on. We are different but we are a complete parent together!
We want our kids to be active, to think for themselves and to be daring, push limits!
You recently broke your ankle, weeks out from having your third baby and were immobile for quite some time. This must have been extremely hard (and painful). Now you’re back on your feet, how do you feel about that experience and what helped you through?
I just thought about it today actually, since we past the slope where I fell. It was a really bad fall. I was nervous about the baby and by time I got so anxious about the birth too. But, yet again, my IG-mamas helped out and a few girls had experienced similar accidents and it was so nice to talk to them about my concerns. It was a very tough time, it still hurts every day and I’m going to see the doctor this week since it doesn’t feel okey 🙁
I love your interior style, it’s minimal, practical and warm and I am constantly swooning over your house photos – what is important to you when it comes to furnishing a room and how do you define your style?
I’d like to say it’s a Scandinavian style, but hey, what does that really mean? You hear it daily, but everything bright, clean and natural is not Scandi. But I like to make our flat look bigger than it is, haha! And I always (always) clean a space before I take a photo of it!
As a working Mum myself, I am constantly trying to find balance. How do you take care of yourself amongst the busy demands of daily life?
No, I just don’t! Hahaha! I’m the last thing on my list… But traveling makes me feel rich, so I do that from time to time, haha! There is no such thing as balance, and that’s ok!
Becoming a mum – those first few weeks and months were a really intense and shocking time for me. You’ve done it 3 times – what defined it for you?
Aaw… It has felt very natural actually. Even when two of my children have scared us s**tless with various issues, I’ve felt a big calm, everything will be alright. It won’t get worse than this, nope! I’ve also not taken any pain relief during labor and I think that’s a boost.
What piece of advice do you wish you had been told before you had kids?
I’m quite happy I didn’t get that many advices. I think we shouldn’t listen to what everyone else has to say on the matter.
What has been your biggest parenting fail and what did you learn from it?
My absolute biggest fail (even in life maybe :)) is that non of my kids are sleeping well… they are allowed to fall asleep on the sofa every night. OMG, it’s so bad… I shouldn’t have told you…
Can you tell me a bit about your breastfeeding journey and how it is different third time around compared to your first time? What did you find challenging and what made you stick with it?
Breastfeeding for me is a necessity, not some kind of fluffy pink dream. I nursed Frank for 10 months, Liv for 8 and Harry probably 6… I’m not producing enough milk for Harry, and it’s a challenge to ‘enjoy’ it. I do it for him. I give him the bottle 2-3 times a day too. It works for now!
You travel a lot as a family. Often people shy away from travelling with kids because they think it’s too much effort – why do you think travel is important and do you have any tricks that make the journey easier?
Yes we love traveling! I’ve never looked at it from a pessimistic angle. Everything just takes a little longer time. And that’s fine for us. I’ve always travelled myself, and it doesn’t stress me. I think that’s a key factor. And snacks, a lot of (healthy) snacks for the kids! We don’t do iPads and phones. We draw, play games and talk. And eat!
If you could fly anywhere and do anything in the world for 24 hours, where would you go and who would you take with you?
We are going to Indonesia next spring. The five of us! That’s my focus now. But hopefully longer than 24h haha!
What are a couple of your favourite brands and shopping websites?
I love simple; ACNE and COS, and throw some ZARA in there too!
And finally, who should we follow on Instagram – tell us what accounts inspire you and why?
@billie_and_i (the amazing photos, the depth and the light)
@cissywears (her wit, lovely shop and sweet kids)
@nor_folk (only love for Fiona, her family and brand)
@sannehop (just pure bliss)
@laurapshort (Laura takes the sweetest photos of her sons)
@apphia___ (just the coolest mum I know)