Interview

Mathilda, the Founder of Juniper, Reflects on Juniper's Five-Year Journey

EXCLUSIVE INTERVIEW WITH OUR FOUNDER MATHILDA WIBOM WESTERBERG

May 16th, 2024

In this exclusive interview, Mathilda Wibom Westerberg, the founder of Juniper, shares insights into the brand's five-year milestone, its devoted customer base, and the inspiration behind its unique aesthetic. From the excitement of opening their flagship store to the personal moments of balancing motherhood with entrepreneurship, Mathilda invites us into the captivating world of Juniper, where every detail reflects a commitment to quality and customer connection.

Congratulations on five years with Juniper! It's an incredible achievement. How do you feel when you look back on the journey from being a sole founder to having a team and a store in the heart of Stockholm?

For me and for Juniper's customers, everything has been digital since our start in 2019. But now being able to invite people into our store and our world, Hôtel de Juniper, feels incredibly exciting. Meeting customers in person and hearing their stories about their relationship with Juniper is fantastic. A few weeks ago, we had an opening event at the store where over 100 people visited, shopped, and even brought gifts to celebrate the opening. It was truly a wonderful experience that I will always cherish.

"For me and for Juniper's customers, everything has been digital since our start in 2019. But now being able to invite people into our store and our world, Hôtel de Juniper, feels incredibly exciting"

Arriving at the office and meeting the team in the morning gives me unbeatable energy and inspiration. Previously, when I was alone, I sometimes needed to almost speak aloud to feel like I was discussing my ideas with someone. But now, it's different.

We've had the store officially open for a couple of months now, and it's amazing to see customers coming in every day, either because they already know us or because they're curious. Sometimes you forget that you've achieved a dream, so it's important to pause and be present in the moment before setting sights on the next goal. Looking back on the journey, it truly was a dream, which at the time felt almost unattainable, to one day open Juniper's own store and office.

You've built up an incredibly loyal customer base over the past few years. What do you think is the key to creating and maintaining these strong customer relationships?

First and foremost, I believe it's because Juniper offers really great products. The products themselves have also evolved over time, and now I believe we're at a point where they're really great. But I also believe in creating value for our customers. Right from the start with Juniper, when I was only selling white beddings, I realized that every newsletter couldn't just be about "buy our beddings." I wanted to build a brand that creates value around the products themselves by giving tips on how to take care of them, providing travel inspiration, and in other ways inviting people into the world Juniper was born in and how we can enjoy the everyday moments even more.

Additionally, I believe that personal interaction plays a crucial role, and we've managed to build these relationships through our digital channels. We always respond personally to all inquiries we receive, and we engage in a dialogue with our customers. If a customer, for example, buys a gift for their daughter, we gladly follow up to see if the gift was appreciated or if there's anything else we can do for the customer. It's something I love about Juniper.

You recently opened your store on Grev Turegatan, thus taking the step from being exclusively online to having a physical presence. What has it meant for you, and how have you experienced this new dynamic?

For us as a team, having a physical place to call home feels fantastic. When Louise and Julia started at Juniper, everything was digital. Louise was hired while I was in New York and she was in Stockholm. Julia was interviewed at Scandic Anglais in Stockholm where Louise and I spent some time last fall before we got access to the office. I think it also makes it easier for the team to feel involved in Juniper when everything isn't just in my head but there's a physical place where our world takes shape.

We also notice that many customers enjoy visiting the store. Many of them have been with us since the beginning, others have just found Juniper through our digital marketing and are eager to come and see and feel the products. So it seems that our physical presence is appreciated by many albeit in different ways..

A part of Juniper's success lies in its unique aesthetics and quality. Can you share how you personally are inspired when selecting products and designing collections?

My biggest source of inspiration is the boutique hotel world in southern Europe. I spend a lot of time in Mallorca, especially during the summer months, and that's when I get most of my inspiration, especially during the design phase. Life, colors, environments, and architecture inspire me immensely. My ambition is that we in the Nordics should also live a bit more calmly, and I believe that drawing inspiration from this world helps us find harmony in everyday life.

"My biggest source of inspiration is the boutique hotel world in southern Europe. I spend a lot of time in Mallorca, especially during the summer months, and that's when I get most of my inspiration, especially during the design phase."

Over the past few years, Juniper has grown and developed in many ways. Are there any special moments or events that stand out for you and that you'd like to share?

Every day brings something new, but something that really stands out is our fragrance collection, which has received fantastic feedback. This has, among other things, led to us now being available in many fantastic restaurants around Stockholm. Recently, a person came to the store who had had lunch at Artelleriet and asked the staff about the fantastic scent, which turned out to be our Mont Fort scented candle. It was her first encounter with Juniper. That Juniper contributes to guests' experience at restaurants is something I couldn't have guessed just half a year ago.

Finally, what are you most proud of when you look back on the past five years with Juniper, and what are you looking forward to the most regarding the future of the brand?

It's hard to say, but personally, I'm proud to have managed to balance my life. We welcomed our third daughter, Alessandra, last winter, and combining the role of mother with entrepreneur isn't always easy, but with support from family and the team and the right mindset, it works.

"I could never have dreamed that Juniper would have 40% recurring customers every month, despite selling non-essential goods. But somewhere, it proves that we have a product that is incredibly appreciated and that we take care of our customers in a way they like"

But from a business perspective, I'm incredibly proud of what we've accomplished. That we produce fantastic products, and that they're appreciated by our customers. I could never have dreamed that Juniper would have 40% recurring customers every month, despite selling non-essential goods. But somewhere, it proves that we have a product that is incredibly appreciated and that we take care of our customers in a way they like. So, I think we should just continue like this and Juniper will continue to grow steadily.

Furthermore, I just want to add that there will be a lot happening within our existing range during the year. In addition to that, we will hold our first small event in the store during the month of June. Curious? Stay tuned..