How an idea was born part 1

A lot of people ask me how I came up with the idea of reusable gift bags and Bag-all. The answer to that is: In a few different ways.

This is Bag-all’s new promo card, by the way:

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So this is how I came up with the Bag-all idea, Part 1:

First of all I had to come to the realisation that I wanted to be “free”.  Free in the sense that I could decide over my own time. Working 9-5 was never my thing. This happened some time in my twenties. I then understood that I needed to have my own business. So I started working as a freelance stylist and never took an employment.

(I still do stylist work, like this shoot I recently did in LA with Anine Bing for swedish mama magazine)

05_MAMA_Anine Bing_077

Then in my late thirties I started to grasp that in order to be even more “free” I needed to have a business that produced some sort of product. I had friends that where musicians that would get paid for a song over and over again and other friends who where writers and would have their books reprinted… Me, I was producing photo shoots and getting paid once and then I would have to produce another shoot. I always had a lot of work, so that wasn’t the problem. The problem was more the huge amount of time and energy I had to put into each production I did and I would only get paid once.

(Yes, that would be me shlepping the big wicker chair to the beach to get a good picture. The wonderful chair I borrowed from my friend Jenny Best who has the webshop:


I also knew that my business had to have some sort of meaning in terms of being a “good” product. As I have always been an environmental nerd and very concerned with the environment, it had to be eco friendly – this was my number one priority. But still I had no idea what this product might be.

So, as I am big on making lists I started to make a list for a project I still had no clue what it might be. This of course is the most difficult kind of list to make – the one where you don’t know what you are looking for.

First thing on my list was:

1. I want be geographically free. Meaning I want to be able to work from anywhere in the world. Not being locked into one spot.

This first point told me that my business needed to be web based. Knowing this I started looking at web shops in a new way. Thinking about what kind of products they where selling and the logistics of storing the products and shipping them out. There was especially one website that caught my eye:, that sells posters, prints and tea towels. This site is owned and run by a husband and wife team and I really loved how personal it felt. Also I thought how clever to sell tings that are flat as they are easy to store and ship.


So number 2. on my list was I wanted to find a product that was flat, easy to store and easy to ship.

Still I had no idea what this product might be…

Will continue this list-making story tomorrow.

Meanwhile you can check out the summer-interview with me on This is a super cute site founded by my old assistant, turned fashion editor, Louise Rizell and Karolina Borg.



Happy Saturday!




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