Jenny, a vibrant entrepreneur who turned her passion into a thriving interior design and lifestyle brand. Growing up in the peaceful village of Skogaby, just outside Laholm, she was surrounded by the simplicity of country life, which now fuels her innovative spirit. After a lively stint in the restaurant industry, where she honed her confidence and teamwork skills, she’s now based in Båstad with her partner Kristoffer and their son Todd. Studio J, known for its unique blend of floristry, furniture, and interior design, is where she brings her bold visions to life. In this interview, she shares the journey from her rural roots to creating a brand that blends style with heart. Now also the only exclusive reseller of House of Bolon products. 

When and why did you start Studio J?

I started in 2016, but back then it was known as ”Stylewithflowers”. Initially, I worked as a wedding florist and consultant decorator at Norrviken Gardens and Hotel Tylösand. Then, I started staging apartments for sale for a realtor friend. I realized that I needed a space for both the flowers and the staging. I met Mr. K in Båstad, which led to the opening of both a studio and a shop in a small basement space along Köpmansgatan. Business started to pick up, and I wanted to try running a real store. I quickly moved to a larger space but kept almost the same address. Today, I run my third store under a new name, as we now also sell a lot of furniture and work on interior design projects.

Tell us about Studio J, and describe your dream and vision for the brand.

Where do I begin? I think the most important thing for me and my business is that I am doing something I truly enjoy, and I see my work as a lifestyle. A dream might be to run two stores, work with people who complement each other, and help the company grow and become strong and sustainable. We love to see possibilities in everything and help our customers turn their visions into something even better.

How do you select the brands and products that you carry in your store?

Finding new brands is probably one of my greatest interests. I draw inspiration and make selections when I travel.

What inspired you to start selling House of Bolon products? Which one is your favorite?

I am inspired by your entire company. I think it’s a cool, unique, and sustainable design that can become an accessory for your entire home. The dining table, definitely! But I’m also planning to buy a a stool. 

How do House of Bolon products complement the other brands and items you offer?

We try to inspire our customers to be bold in mixing materials, colors, and shapes. Your furniture checks all the boxes!

What trends are you noticing in home decor?

I try not to follow trends. I always think twice before choosing a brand or product—would I want this in my home? Will I still like it in a year? But of course, even I can get swept up in a trend or two!

Do you see your store as a destination? Why or why not?

The answer is no, but I would love for it to become one. Maybe we already are in the eyes of others, but I haven’t reached that point yet.

How do you engage with both locals and tourists to make your store a popular destination in Båstad?

I believe we win people over with our dedication and humility. I see everyone as equally important, no matter who they are.

You also do a lot of home styling—do you have any fun or challenging stories to share with us?

Last year, purely by chance but with honesty and conviction, I ended up with an entire construction project in my hands. I was the project manager for the house, garden, pool, etc. It was exciting and incredibly educational! The result gives me goosebumps!

Where do you see Studio J in 10 years?

Honestly, I hope I’ve found a good balance between work and more time with my family. But with an additional store, maybe in another location?

Colorful or neutral?
I’m a florist, so it’s hard to choose; I go by mood. But I’d probably settle on neutral.

Swedish design or international?
I love Sweden, but international design makes my heart skip a beat!

Five secret ingredients to create the perfect room?
Different textures, lighting, flowers (of course), larger items rather than small ones—unless there are several of them. Grouping and working with different arrangements to create calm and interest, often complementing the decor with one another.

Host at home or be a guest?
Host! I love inviting people over, but my husband is the one who cooks!

Dream brand to sell in your store?
Arflex is a dream sofa; I used to dream about Knoll. Otherwise, I love finding hidden gems from lesser-known brands that offer quality craftsmanship.