It's no secret that I have a thing for Scandinavian design and that's why I started reading Trendenser when I discovered the world of blogging. This amazing blog is the creation of Swedish blogger Frida Ramstedt, one of the most accomplished ones you'll ever meet. Before I leave you to meet Frida, I want to promote her iPad magazine which was my sweet companion on my flight back from NY... You're going to love it! {all images taken by Frida and found on Trendenser}
How did you get started in your career?
In 2005 when I was studying business and
administration at the university, I decided that I wanted to write my thesis on
Ikea. The blog phenomenon had just started, and I thought that it might be
something to add to my CV as a concrete proof of my
passion for interior decorating and design. But Trendenser became much more
than that as I started to pick up readers and realized that many followers read
it as a complement to interior design magazines. Since blogs in general are
much faster than the magazines at publishing news and trends within the
industry it became a virtuous circle and with the growth in number of readers,
my interest in taking photos increased, which in turn made the blog more
popular.
A few years later, when I was working in the
advertising industry, it became difficult to work with promoting companies
during daytime and then go home to blog and write about them in a more
objective and non-commercial way. One day it felt like I had come to the roads
end and had to make a decision, whether I wanted to make my living through
blogging or by making commercials and ads. It might sound like an easy choice
for any passionate blogger to make but for me it was a very difficult decision
to leave the safe and well paid job I had, with wonderful colleagues - to start
working completely on my own, in a new business that no one knew anything
about. However today, looking back at the options I had and the life it lead
to, I’m very happy I dared to challenge my fears.
What are your sources of inspiration?
Internet, Pinterest, traveling, the
fashion industry... You can get influences from so many sources and contexts
today. Not only from the interior design business.
At first I tried to work from my apartment. I didn’t
want to put to many expenses on my shoulders until my company was up and
running. But it didn’t work out at all. I just spend my days washing, cleaning,
color coordinating the books in our book shelves... you know. Doing all kinds
of tasks that were much easier than the ones I really should or had to do. Like
sending quotes, calling customers or asking for freelance work.
At first it also felt like such a luxury to be
able to stay at home when my husband went to work. For me who had worked very
hard for many years in the advertising industry the freedom of being my own
boss felt like I had won a million dollars on the lottery. But only for the
first week or to. Then I started to climb the walls and I showered my husband
with questions and wanted to chit chat as soon as he came home again. It was no
good for our relationship, nor for me or for my company. I realized that I had
to take my new occupation as seriously as I had if it had been a new job with a
new boss - at least if I wanted to be taken seriously as an entrepreneur and
wanted to get things done - so I forced myself to routines. Today I try to work
as much as I possibly can in my own little office, in an old building from
1842. In the very center of Gothenburg. And I love it! {Cover of Frida's cookbook below}
Which are your favorite Scandinavian
brands? What other brands you would like to work with?
I love Fritz Hansen for their timeless
classics, but I also admire companies like HAY who have managed to challenge
the way we look at Scandinavian design. HAY has done a lot to make good design available
to the many people without compromising with quality and function. I really
appreciate their product design and concept. {Frida has collaborated with many brands including IKEA, check it out!}
What other profession you would like to
have besides yours? Any business advice?
As I’m educated to work with marketing
that is my first field of choice if I ever have to make the decision again, but
I’m also curious about the photography business. Working as a photographer or
writer (author) would be another creative option if everything fails. Some day.
What are you listening to these days?
Oh. I always have Spotify up and
running on my computer. I listen to all kinds of music but I instantly feel
calm and happy whenever David Gray is singing in the background when I work.
When you travel what are the essential
items you take with you?
I always travel with my Rimova. It’s
the best bag ever and always keeps whatever I bring with me safe and sound.
Especially my camera equipment and my computer. The rest can be bought whenever
I arrive.
Where is your favorite vacation spot?
I love Skåne, in the south of Sweden.
The area of Österlen is so relaxing and has such a nice atmosphere. Go there,
if you haven’t been there before!
What is the best design advice you can
give someone?
Don’t buy things you don’t need, for
money you don’t have, to impress people you don’t like (and who rarely ever
care anyway). Follow your gut feeling and surround yourself with beautiful
objects you like. The will match. Eventually. If I have to give one advice...
stick to a black and white base and just add 1 or maximum 2 colors. It will
work for the rest of your life. You’ll never get bored of it. And most items
are made in black and white as options so it won’t be hard to find (or sell)
the things you like (or don’t like in a few years’ time) either.
Dear Frida, thank you for being part of this series... I really appreciate it. To all my readers, I want to invite you to welcome this very talented blogger into your daily readings... I guarantee you won't be disappointed!
Have a great Thursday!
