Caroline Rosencrantz- “I enjoy the simple things in life like a great book and a buttery croissant.”

A few years ago, Caroline went to law school, and the master plan was to become a business lawyer. However, she soon realized that her creative mindset was far too visionary to be locked into long text paragraphs and therefore decided to pull off a significant career change. Today, she is a freelancing creative working across functional areas in marketing and branding for the thriving startup scene in Stockholm. Her path has led her to have a positively infectious joie de vivre that comes out through a bubbly can-do-anything type of personality.

When entering Caroline’s apartment in Stockholm, where she lives with her boyfriend Axel, you step into a world of minimalism but with a southern European edge. Natural light flows in through the windows and bounces off the white walls and onto natural wooden surfaces. The minimalist space combined with dots of creative genius allows your senses to flourish. You instantly feel that you could find your inner balance and get a lot done if you sat down next to Caroline for a day of co-working. Caroline explains that she and her boyfriend Axel share the same sense of style that she describes as Scandinavian simplicity with Italian boldness. She says that her boyfriend just went to buy everything at the iconic Stockholm-based interior design store Nordiska Galleriet and BB Italia with a smile on her lips.

Caroline considers herself a jack of all [creative] trades. Through unpaid photography jobs, she got herself into the marketing department at the preppy fashion brand GANT, and things just kept on going from there. Today she works with social media strategy, photography, writing, or anything in the creative space. She finds motivation in anything where she can create or be creative, and she much prefers working with a blank canvas, only limited by her imagination. To go the extra mile and create something exceptional.

“My dream for the future is to wake up next to Axel, excited for what’s to come, and have as much chocolate, wine, and laughter as possible.”

She views herself as an early adopter and loves to try the newest trends. Like the sourdough bread, I am baking right now, she claims with a smile. Some of the trends that have stuck with her are yoga, running, and reading. She says that they are all ways to disconnect from an otherwise high-paced environment and listen to her inner self.

Juniper Caroline Rosencrantz

Working on own creative projects that aren’t necessarily part of work is another way to channel that inner voice and find balance. As is cooking, and if you scan down Caroline’s Instagram, you will immediately get inspired by her sincere love of food, particularly by her go-to green smoothie bowls that look like they come out of the kitchen at the new “it” brunch place. However, she is not shy about admitting that chocolate desserts and wine are part of the weekly diet, as is a visit to the high-end, yet relaxed, restaurant Nybrogatan 38. I know the menu by heart, love the casual atmosphere, and the staff usually greets me, she says. Caroline believes that being healthy is about finding balance, not going to the extreme on either end, but letting yourself enjoy life to the fullest in every moment.

Follow Caroline Rosencrantz on Instagram 

Caroline loves to spend time in the south of France; she has spent every summer since she was a small child at the picturesque hilltop village, Biot, in the Provence-Alpes-Côte d’Azur near Antibes, between Nice and Cannes. The stunning town most renowned for its cubist art museum of Fernand Leger and a thriving handmade ceramics and glass blowing industry dates back to prehistoric times. Caroline emphasizes her love for the Mediterranean way of life with long lunches, late candle-lit dinners in the dark with warm sweeping winds, and old school jazz by Chet Baker or John Coltrane streaming from an old loudspeaker. This is when life is at its slowest, in the best of ways.

Linn Markryd – Making dry cleaning available at home

“I studied finance and accounting at Stockholm School of Economics, did a few years in private equity only to realize I didn’t just want to sit on the sidelines of developing companies – I wanted to do it on my own. So I decided to go for it, the result is Washaway, an on-demand laundry, dry cleaning, tailoring, and shoe repair service that, for now, services Stockholm, but will soon expand both domestically and internationally.

“I didn’t just want to sit on the sidelines of developing companies”

In addition to working on our long term expansion plans, we are hard at work to ensure we offer the most environmentally friendly laundry service in Europe.

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Starting my own company has always felt natural; I have had so many ideas throughout the years. There is just something appealing about being fully responsible and being my own boss. But even though I have been around numerous companies and been in a lot of tough situations before, I never realized how overwhelming working with your own company sometimes feels, however, I have learned that it usually passes quickly.

Even so, though, I’m not the greatest at separating my work life from my private life, but on the other hand, most of the time I don’t mind that as I enjoy what I do. And also, when I do take time for private life, I am quite good at unwinding quickly. A trick I also use if I feel overwhelmed by a task is that I take a piece of paper and write down the steps I need to take to achieve that task, then I put the paper away and go for a walk, watch some TV or go see a friend.

Something else I do, which is crucial for my wellbeing is that I go to the gym every morning, if I don’t, I have a tough time concentrating on for the rest of the day.

“Just Do It”

My best advice if a person wants to start a business tomorrow is to begin by speaking with friends and family to test the idea. Do a lot of research before you start, and then, as Nike says, just do it. Making a company successful is mostly about execution. And finally, remember that if you don’t feel embarrassed about your product or service at launch, then you probably launched it too late.

 

 

Pillowtalk questions

What do you keep on your nightstand?
A pile of various books.

Do you do social media in bed?
Yes, but I try to limit it as I know I always regret it.

Where do you most like to travel?
Asia never gets old for me.

Where in the world where you haven’t been would you most like to spend a night?
There are some remote ancient villages in China where I still haven’t set my foot, which would great to visit.

 

Jenny Holmén – Bringing the time-saving wardrobe to life

For many years I worked with intellectual property at a law firm located in Marville road in London. I dressed up appropriately when meeting with clients and colleagues. But it was a struggle every morning to pick out the right outfit for the day, and the time aspect did not make it any easier.

Picture yourself in the morning when you are looking into your wardrobe and have no idea what to put on. The time is ticking, and you realize that you need to decide quickly, so you can run to the train and be on time for your morning meeting. You made it and are now on the train, and you feel a bit uncomfortable with your choice of today’s outfit, and it hits you that you forgot to bring another set of clothes to wear on your dinner with friends later in the evening. 

I believe that every single woman can recognize this unwanted way to start the day. And that is why I founded Marville Road. The vision is to help women to dress in clothes they feel great in so they can focus on what they want to achieve in life. Marville Road wants to be there for every woman. Every woman who wants to look nice; every woman who wants her wardrobe to be there for her; every woman who wants to feel like herself.

Jenny founded Marville Road 

I couldn’t stop wondering if I could create a brand offering comfortable clothes with a feminine touch made in materials that could make the morning routine more sleek and smooth. 

During my maternity leave with my twins, I made the first sketches, and it became the very first core styles of silk stretch blouses and knitwear. I contacted an old friend of mine who worked in a sourcing company and who helped me develop some samples. Between strolling and taking care of my two newborns, I visited a few stores in London and a few in Sweden, and after having received instant traction – they all placed orders – I realized that I had to give it a try. So in the middle of my maternity leave, I founded Marville road. 

“I couldn’t stop wondering if I could create a brand offering comfortable clothes with a feminine touch made in materials that could make the morning routine more sleek and smooth.”

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Before starting Marville Road, I wish I would have had the tools I have today – I take a break and meditate or go for a coffee at my favorite spot and find my center again. And to do one task at the time, not a little of everything at the same time, but it is easier said than done in the beginning when it is just a one-person show, I think it is impossible not to juggle a lot during the first years. But perhaps I could have worked smarter. Today, I am working with a goal in every project or task I am doing.

I wish I would have had the tools I have today when I lose focus – I take a break and meditate or go for a coffee to my favorite spot, and find center again. And to do one task at the time, not a little of everything at the same time, but it is easier said than done in the beginning when it is just a one-person show, I think it is impossible not to juggle a lot during the first years. But perhaps I could have worked smarter. Today, I am working with a goal in every project or task I am doing.

“I am the world’s greatest time optimist, and at the same time, a slow learner, so it is of great importance to have plans and strategies.”

I get stressed when there are too many things at the same time that I don’t control, no matter if it is at home or work. I am the world’s greatest time optimist, and at the same time, a slow learner, so it is of great importance to have plans and strategies for everything.

However, sometimes there is not enough time, and it doesn’t matter how many to-do-lists I create, I just run into really stressful situations. Then my three most important ways to handle these situations are family, running, and transcendental meditation.

“An old fashioned alarm clock has made a big difference – we sleep so much better.”

Something else I love to do is reading. It is also my go-to strategy when I have trouble sleeping. I have a large pile of books on my nightstand, and I read several of them at the same time. And it is pretty much the same with Magazines. I’m addicted to fashion and interior design magazines, I love paper versions, so these are always battling for space on my nightstand, along with a good night cream, and an old fashioned alarm clock. The alarm clock has made a big difference for our sleeping; we sleep so much better after placing all the phones outside the bedroom. 

Sofia Ståhl – The decade long creation of PT-Fia

I have been working with my personal brand “PT-Fia” for the past 10 years. It all started when I met a friend that said he would study to become a personal trainer the week after. It almost felt like a religious experience, I just knew I had to do the same thing.

A little more than a year later I started my own company, my schedule was fully booked at the gym and I was writing one of Sweden’s largest training blogs… and was recruited to Veckorevyn, a Swedish lifestyle and women’s magazine.

Before all this, I was a personal assistant both at home in Hedemora, a small town in Dalarna county in Sweden where I grew up and in Stockholm.

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Today my days change a lot. I often take my bicycle to the office where my project lead Elin is already going through the inbox. The early part of the day could be used to write blog posts, edit photographs, and of course to create something to post on Instagram. I might do a phone interview and figure out which invitations and events I should say yes and no to. After lunch, I might take my bicycle to Acast to record an episode of my podcast Ofiltrerat (Unfiltered) with a guest and write another blog post. Then it is time to get to Kindergarten to pick up Edith.

Another day I might be a guest at SVT Morgonstudion (A morning show on the Swedish state-owned television channel), do a lecture at a company, photograph and or record video for a collaboration, do a lunch event plan the fall’s training group travel trip.

“It felt like a religious experience, I just knew I had to do the same thing”

JUNIPER - PT-Fia

It happens that I feel stressed during everyday life, especially if I feel that I don’t have a good overview of things. But I handle stress in a completely new way now than before I was put on sick leave due to fatigue depression. I learned some really crucial things and I have changed a lot. I relax at home on the couch, or out in the woods on a long walk. And of course I try to relax with my daughter Edith which some times work out, and some times not so much as you can imagine.

JUNIPER - PT-Fia

And of course, working out is a large and important part of feeling good and sleeping well. My view is that everything is connected and that we need different things during different periods of our life. I definitely sleep better when I am active and move around a lot, but stress and how I feel about myself also affect my sleep.

In all this, I think it’s important to remember that training is not static. Sometimes we need to change our training routine because life demands it. If you are really stressed you might not need training that could increase the feeling of stress and pressure, you might instead get more out of something that demands much less, something gives you a sense of contrast to that stressful feel in your body.

“Sometimes we need to change our training routine because life demands it”

If I can’t fall asleep at night I try to think about something that I really like, e.g. how I should decorate my home or something I am looking forward to. I probably should get out of bed and just do something else if I can’t fall asleep but I usually lie around way too long.

When I eventually wake up and it is Saturday morning, the best thing that could happen is that Edith puts her face really close to mine and says: Mom get up! Then we usually snuggle together in bed for a while, take a walk to the bakery and buy a croissant. Once we get home we prepare a big breakfast and sit at the kitchen table for a really long time. My sister and her boyfriend Liam might come by to say hi.

JUNIPER - PT-Fia - 10 Vägar till hälsa

In August of 2019 Sofia published, Ten ways to a healthy life.

If there is one thing I think people should practice to make life work out better, it prioritizing! To learn how to prioritize, change your mind and change your plans based on how life changes is a super important skill. Sometimes life just doesn’t work out the way you expect it to, then you need to adopt a flexible mindset and change your plans, regardless if you had other plans that you put in your calendar three weeks before. Of course, you need to stay true to your commitments but you also need to listen to yourself and how you are feeling. Being stressed should never be normal. It needs to be an exception. A lot of people tell themselves that they are because they have a lot to do, but that might actually create stress that wasn’t there, to begin with.

Pillowtalk questions

What do you keep on your nightstand?
I just moved so I currently don’t have a nightstand but typically I have at least a glass of water and lots of books which I intend to leave. And softening cream for my feet!

Do you do social media in bed?
I try to not use social media in bed. But it happens sometimes if I get into a bad habit or when I don’t feel good about myself.

Where in the world where you haven’t been would you most like to spend a night?
On a mountain top in the alps. I have never made a trip like that but often fantasize about it. I want to hike, go skiing and everything there is so I probably need to go during different seasons to get the full experience.

Frida “Trendenser” Ramstedt, Interior guru

“I started my blog during my last year of university where I studied for a business and marketing degree. It was late in the evening and I really should have been studying but I was procrastinating and figured I could use the blog as a complement to my CV to support my increasing interest into interior design. I wanted to write my thesis for IKEA and needed some proof that I was really into the topic, and it worked! I got to go to Shanghai and write my thesis about IKEA’s marketing in China when they were about to open a new big box store in Beijing.

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In retrospect, it was a really lucky stroke late that night, the blog has opened so many doors throughout the years, and I haven’t looked back at that exam ever again, but plenty of times I have thought about what would have happened if I hadn’t gotten that flash of inspiration. But I guess that is serendipity defined, finding something fantastic without looking for it or realizing it the moment it happened.

Today, change is the only constant in my job. Every day is unique and it really fits my lifestyle perfectly since I have toddlers running around. If I’ve had a bad night and haven’t really slept properly I can take a slow day and try to get simple things done, and if instead I feel energized and buzzing with inspiration I adjust my day after that.

“Plenty of times I have thought about what would have happened if I hadn’t gotten that flash of inspiration late in the evening when I really should have been studying”

Handbok i inredning och styling, Frida Ramstedt
In March 2019 Frida released her first book on interior design and home styling!


Many interior decorators and stylists have an intuitive sense about how to set up a room. It just flows naturally. But just like that people that don’t have perfect pitch or was born with a beautiful singing voice can be taught and even become really good at singing, playing an instrument or even reading and writing music, people that don’t have that natural sense for interior decoration can become really good at decorating.

And speaking about music, I actually think the societal construct around social media hampers creativity and creates anxiety at the same time. To some extent, we run a risk of becoming a big choir instead of being solo artists and at the same time, I think there is a risk of people comparing their own beginning of the journey to someone else’s destination. You can’t very well expect your first own home to look like the home of someone that has lived in their home for ten years. You can’t expect to play the piano like Mozart on your first attempt. You have to practice a lot, for a very long time.

“You can’t expect to play the piano like Mozart on your first attempt”

At times work and life can, of course, be stressful but as long as I eat regularly, get enough sleep and work out regularly the stress doesn’t really get to me too badly. But as soon as I neglect even one of those foundational pillars I can immediately feel that react differently to obstacles or challenges that come my way. A co-worker or partner of some sort that is involved in the same project as I am is a lot more difficult to handle if I am unbalanced for some reason that if I am in a really good place physically and mentally.

To really find my center and balance myself I use Yoga Nidra. It is without a doubt the best pause button I have ever tried. It is a type of meditation exercise that you can do lying down in your bed, you just plug in your headphones and lean back. I use Johanna Hector’s meditation exercise called Nidra Honung which is fantastic, I would recommend everyone to try this.

“To really find my center and balance myself I use Yoga Nidra. It is without a doubt the best pause button I have ever tried.”

At heart, I am really not a morning person but if I have a chance to wake up before the rest of the family I definitely take it. I can be so efficient that hour if I only get the chance. It feels like that head start can sometimes be worth a full day of work. I sneak up from the bed and put on my robe, put on a pot of coffee, light up a candle and just sit down and slowly wake up. I pour my coffee and slowly sip it while contemplating the dreams I have had during the night, what I am going to do during the day, and what I want to remember the coming day for when I look back. When I’ve finished the coffee I go and get my computer, browse through any emails I have received, check my to-do-lists, prioritize and execute as my life depended on it, until I hear the pitter-patter of little feet in the staircase. It’s a wonderful moment and start to the day, so I guess to some extent I am a morning person after all.

Frida Ramstedt Trendenser

If it is the weekend it might be a little different. Before we had kids I would have said a long breakfast with the crisp feeling of the newspaper in my hand, the radio in the background and then a stroll to a museum. But now I would probably say happy kids, that eat their food and if everyone is in the mood perhaps a workout at Friskis och Svettis family gymnastics where the whole family can join in. That’s really something that just makes me happy, I am really not a very hip person.”

“I browse through any emails I have received, check my to-do-lists, prioritize and execute like my life depended on it, until I hear the pitter-patter of little feet in the staircase”

 

Pillowtalk questions

What do you have on your nightstand?
A lamp, the book I am reading at the moment, my diary and a bowl for my jewelry

What are your best tips to create harmony in the bedroom?
Get rid of any technology, skip the tv, at least put your cellphone on airplane mode and never surf or scroll through social media before you go to bed

If you can’t fall asleep, what do you do?
No surprise here. Yoga Nidra definitely. But I can also take a late night stroll around the block.

Where do you most like to travel?
Österlen. I have vacationed there since 2010 and I just love it. It doesn’t matter if it is summer or winter.

Where in the world where you haven’t been would you most like to spend a night?
At my future summer house in Skåne, Sweden. I don’t know where it is located just yet, but one day I am going to spend the first night there and I can’t wait.

 

 

Jenny “Hemtrender” Martinsson, freelancing interior designer

“I have a degree in marketing and have always worked with companies in the interior design space, except for a short stint in the traveling industry. After several years working on the industry side I felt I wanted a change and started part time as a project leader at a professional public relations firm. And I’ve basically worked there up until my maternity leave at which point I decided that I needed another change, and finally had the courage to quit to be self-employed 100 % as an interior stylist and blogger.

JUNIPER - Hemtrender 1

Now every day is unique and I never know what to expect, at least looking at a slightly longer horizon. Some days I spend in my office at Gustavsbergs Ateljéer where I do a lot of my desktop based job like writing blog posts, planning new styling projects, invoicing etc. Other days are much more physical and I am running around town looking for furniture and accessories and then of course I have days when I put all this to use on live projects. I meet the photographer early in the morning and we shoot all day until we get what we need, these days can get really long, but are the best ones.

“During maternity leave, I finally had the courage to quit and try standing on my own two legs as an interior design and blogger”

I can feel stressed when it gets to be too much. When you never get any space to just breathe and relax and there is something to do all the time. One of my big dilemmas is that I have a difficult time saying no, especially if the project is fun and of course sometimes this just makes things tough. I try to find time to meditate at some point in the middle of the day, especially if I feel there is a lot on my mind, I use the app Headspace which I think works really well and calms my mind. I rarely have a hard time falling asleep at night but if I do also bring out Headspace and usually this puts me out within 10 minutes or so.

JUNIPER - Hemtrender 2

To create harmony in the bedroom I really like to have solid colors for the walls and duvets. A calm foundation is important, you can use warmer colors or cooler colors but I think that actually matters less. Something else that sometimes gets forgotten is storage, it is super important, I really don’t like having clothes lying around or on hangers for that matter, it actually stresses me, big puffy pillows and comfortable bed linens are also a must for that perfect bedroom.

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In my own bedroom I also always keep a glass of water next to my bed. My boyfriend gets crazy about this because I never drink from it, I just want it to be there if I get thirsty at some point during the night.

“I try to find time to meditate at some point in the middle of the day, especially if I feel there is a lot on my mind”

I don’t love getting up early in the morning but when the alarm clock goes off I definitely get up. The rest of the family usually sleeps for another one or two hours so I have my own morning routine on weekdays, I make a cup of tea and get ready for the day, usually accompanied by Swedish morning talk news show, Nyhetsmorgon. Sometimes I plan a work out in the morning and sets the alarm clock earlier, I really wished that I did this every morning because these days have the best start – but not in this life 😉

JUNIPER - Hemtrender 3

On a Saturday I always hope that my son will sleep in so that we have a chance to get in an extra hour of sleep or so as well. He still sleeps in the same room as us so our sleep is very much intertwined. Then I really appreciate getting up and during summer having a proper breakfast on the balcony accompanied by the morning sun. During the darker months we always have candlelight on the breakfast table.

“There is nothing better than Saturday breakfast on the balcony, with scrambled eggs, homemade orange juice, and tea”

In my spare time, I really like getting back to the west coast where I grew up and my parents and best friends still live. I usually sleep in my old room which they’ve remade into a guest room. Somehow it is the best of two worlds, I feel one hundred percent at home and yet I get treated as a royal guest by my parents.

Some day I would really like to visit Sri Lanka, it is definitely a dream destination of mine and has been so for some time. Another place I would really like to go back to is Gotska Sandön, a small uninhabited Island to the north of Sweden’s largest island Gotland. I was there two years ago but would really like to go again and fall a sleep listening to the wildlife.

JUNIPER - Hemtrender 4

Hanna Nordh, Communication strategist

“I recently made a career switch, from the publishing world and back into communication and professional services which is where I first started my career. It was time for something new and when the opportunity presented itself I simply couldn’t resist.

I definitely think about stress now and then during my everyday life. We live outside of Stockholm so there is a little bit of a commute for both me and my husband getting to work in the morning, and then we have three wonderful children that do a heap activities where we need to be involved to varying degrees, and then there is of course just life, you need to take care of the house, do scheduling, book appointments and whatever else that just happens that particular week. It’s not a big issue but certain weeks are definitely more demanding than others.

If I feel stressed, I try to put things in perspective, the vast majority of times things aren’t quite as serious as one might feel when being in the heat of the moment. I try to take a step back and evaluate. And then I think I am getting better at prioritizing and actually removing things off my todo-list to not feel too squeezed on time. I want to be able to spend time with the family and relax, that should be part of the day as well. Something else I find really important is working out, it is pretty easy to de-prioritize working out, but it’s rarely a good idea. And then I have my personal type of meditation, knitting, it’s so incredibly relaxing!

“I try to put things in perspective, the vast majority of times things aren’t quite as serious as one might feel when being in the heat of the moment”

When I wake up in the morning on a regular day I always snooze at least once. I can’t resist. When I get up I put on the coffee maker, wake up any family members that haven’t already woke up and get myself prepared for the day. Then I have the first cup of coffee of the day, this is, without a doubt, the best cup of the day. We usually try to run through how everyone is getting to there respective activities or practices, then I brush my teeth and off to the bus. It’s a rather efficient morning but I still enjoy It a lot.

On a weekend morning, I try to get out of bed quite quickly as well. I really enjoy getting up, tidying up a little bit at home, and, of course, read the newspaper!

“I find it really relaxing reading before going to bed, having really good pillows helps a lot”

The first thing you’ll see if you look at my bedroom is that I keep books on my nightstand, right now I am reading an Icelandic thriller. I find it really relaxing reading before going to bed, just finding a comfortable position and drifting off, having really good pillows helps a lot, and good bed linens are definitely a must as well, not too hot, not too cool, just perfect. And as the very first JUNIPER customer, I have to say that I am really enjoying my JUNIPER bed linens, they are fantastic, crisp and cloud-like. And in the end, usually this combination of things puts me to sleep rather quickly, I rarely lie awake staring at the ceiling, if I ever find myself in that position I usually open my book and just try to read a few more pages.”