Elevator stories
Mathilda
What's the secret behind Juniper's loyal customer base?
I think it comes down to putting the customer first. We often compare Juniper to a boutique hotel, because just like at a great hotel, the magic is in how you're treated. Our approach is give, give, give, and then ask. Early on I realised we couldn't just send newsletters saying "buy our white bedding." Instead we focus on inspiration, storytelling and useful tips.
Ironically, the emails that perform best, even in terms of sales, are the ones where we barely mention our products: the hotel features, the design inspiration, the behind-the-scenes stories. That philosophy shapes our customer service too. We don't use generic templates; every response is personal. If a customer lives near our store on Grev Turegatan, one of our team might even hand-deliver their order. It's the little details that make the difference.
From solo founder to a tight-knit team
You ran Juniper alone for several years, but today you have a growing team. How has that shift been?
It's a milestone in itself. Just being able to take a coffee break and know things are running smoothly without me, it might sound small, but that was a huge moment for me. Planning my first real vacation is something I never even considered before, and the best part is knowing my team will keep doing an amazing job even when I'm not there.
Juniper's team is like my second family. For years I did everything myself, but now we have specialists in Meta Ads, CRM, social media and B2B. We're a creative team, not just in coming up with ideas but in actually making them happen. I think the key is how we challenge, support and push each other, while staying open to learning new things. It's a mix of mindset and group dynamics; you need both.
Overcoming challenges and celebrating wins
What have been the biggest challenges of your journey as an entrepreneur?
There's always a new challenge around the corner. I still remember the panic when, six months in, we nearly went bankrupt because we were growing too fast. Switching factories was another one, one of the hardest processes we've been through.
I've learned not to let challenges consume me, and I remind myself of Stephen Covey's advice in The 7 Habits of Highly Effective People: focus on what you can control. And we celebrate the wins. When a major editor says yes to a press event, or we sign a new hotel collaboration, we turn up the music in the office and have a little dance party. There's always a bottle of something cold in the fridge at Grev Turegatan 50 now, because we should celebrate more.
The future of Juniper
How has Juniper evolved over the years?
I see Juniper as my second child. Just like people, brands go through phases of growth and maturity. Our core values stay the same, but we keep evolving, learning and finding new inspiration.
And your vision for the next few years?
To keep expanding the world of Juniper, Hôtel de Juniper, through products and experiences that make everyday life feel a little more harmonious and indulgent.
Quick questions with Mathilda
Favourite Juniper product? Our complete bedding set in Beach Sand, paired with decorative pillows in Mountain Clay and Shimmering Olive Green. My dream bedding setup.
What's always in your fridge? Something for evening sandwiches.
How do you spend a perfect Saturday? Saturdays are for family: pancake breakfast, meeting friends, maybe a run.
Your next big dream purchase? A place in the Alps. You have to dream big.
Favourite series? This Is Us. Best show ever, trust me.
Find us in person
Beyond our own store on Grev Turegatan 50 in Stockholm, Juniper bedding is also stocked at SOVA's flagship store on Kungsgatan, where their team can offer expert, in-person guidance if you'd rather try before you buy.