Born and bred in Sweden, my love affair with fashion began in the early 90’s when the Supermodels ruled the world. I coveted every piece designed by Jean Paul Gaultier, and my most important dates were with Elsa Klensch of CNN Style, who provided me with a weekly dose of glamour.
In 1997, I moved to the UK and started to turn my passion into a career. Selfridges was my starting block, and from there followed 15 years in buying and merchandising at leading fashion brands, including Burberry, Acne Studios and Paul Smith. A period of consulting for Coach and Rag&Bone rounds off my corporate CV.
With a passion for product, my job has always evolved around putting together cohesive and well executed collections. This is my forte. As such, the idea of Style Coach seemed the next logical step for me - editing and streamlining people’s wardrobes. I love seeing pieces in their right element, and I love making people feel good about themselves.
Personally, I am always on the hunt for the perfect Breton jumper, and I seem to collect coats and boots. You will find me obsessing over neutral colours and if money grew on trees, I would buy all my clothes from The Row (further justifying them as future vintage treasures for my two daughters).
Luxury to me is a cab ride around London, a dry martini at Claridge’s, cashmere jumpers and Dyptique candles.