Tell us a little bit about yourself?
I grew up in Gothenburg, Sweden where I studied fashion design in high-school. At the age of 19, I moved to London. There I worked and took some graphic design classes at Central Saint Martins. A year later I applied and got in to Parsons The New School of Design and studied Strategic Design & Management for 4 years. After living and working for 5 years in New York, my husband and I moved to Stockholm. From an early age I knew I wanted to run my own company. I have studied and worked in the fashion industry for a while, when moving to Stockholm I saw an opportunity to start fresh and pursue another career path.
How did you come up with the name Minutiaé?
Minutiae means the small, precise, detail of something. The word suited the company perfectly as the core and the aim of the business lays in perfection in every detail. It is with beautiful interior details that you create a home. I think the home says a lot about people. About who they really are; neat, messy, eclectic, classic, ordinary, trend-follower etc.
What do you think brought about the idéa of Minutiaé?
I have always been fascinated with the human body (biology), felt at peace in the nature and been amazed by architecture structures and how people were able to build fascinating structures like Antoni Gaudí’s Sagrada Família. Then decor of all of its kind is plain and simply great. Interior details such as stationary, games, books, boxes etc. When I lived in New York City I felt a need to be closer to the nature again. I have always been found of large scale art and the thought of placing a large scale nature photography piece on one of the walls of my NYC apartment felt just right. I wanted to “bring the outdoors indoors”. Soon after the idea was born, I tried bringing life into the idéa by photographing Miami Beach houses, New York City skyscrapers, plants, flowers and the sea.
Where do you see Minutiaé in 5 years from now?
My goal is to get my hands on more talented photographers, illustrators and artists' work of art. To expand on not just the quantity of talented new and established artists we carry but also on the media we carry. I want to make sure we have a good mixture of high-quality products in numerous price points. I like more people to be able to shop great, affordable and luxurious curated art pieces that lasts a lifetime if not two or three.