My Week in Beulah



Who is your biggest inspiration and why?

I would feel limited to say just one person since there are so many successful and genuine people 

out there I take inspiration from. I love 

Iris Apfel for her impeccable sense of style, Oprah for her kindness and humility, singer Zara Larsson

 for her strength and self-confidence and 

Swedish blogger Isabella Löwengrip for her 

genuine entrepreneurial spirit.

what is your favourite flower?

I love the scent of lilies but prefer the look of either dark pink peonies or pale purple roses. 

Preferably with a bit of eucalyptus thrown in. I’m very inspired by flowers in general and make sure 

I have a fresh bunch at home at all times. Both for me and for photos on the blog.


Eclectic, pastel-ly and fun with a touch of Scandinavian minimalism. 

The right color and the perfect fit are the two things that 

make me choose a specific item to wear.

What is your favourite Beulah piece this season? 

I love the Manisha Floral palazzo trousers for the fun of it 

but would probably wear the Mahika embroidered top more than anything else.

What drives you most in the work that you do? 

Creativity, the communication with my readers and being my own boss. I love the idea that

 one day almost always differs from the next and it keeps me inspired and excited for the future. 

I have never been one of those people who become an influencer to be famous or make loads of money,

 it’s all about the creating and the interactions for me.

What do you consider your greatest achievement? 

My son Ace, he is 7 months now and I can’t believe I grew him at first inside of me 

and now on the outside. He is turning out to be such a happy, content and curious little soul. 

I feel truly blessed.Work-wise I’m extremely happy that I never had to change or

 give into anyone else’s values. I have managed to keep myself and my content genuine and 

true to me during these 10 years as a blogger and digital creator. 

That makes me immensely proud.  

Where’s the best place to eat/hang out in London? 

I could say some “in” hip place that’s the talk of the town at the moment.

 But to be honest I’m the happiest in Clapham. Dinner at The Dairy, lunch at Minnow, coffee at 

Tart or The Black lab and a drink or two at no32 Old Town is where you will actually find me.

What is the best city you have been to? 

I, of course, have to say Stockholm, my hometown. It’s incredibly beautiful and I have

 so many amazing memories of being young and enjoying the party scene, shopping and the vibe.

 I lived in New York for a while and absolutely loved it, but if I had to choose today it would 

probably be Cape Town or LA, for the weather and the lifestyle.


By boat without a doubt, but unfortunately, my husband Garth gets terribly seasick…

 So my second option would be by foot. There is nothing as inspiring

 and walking through new cities and taking it all in slowly.

If you had to live in another country,

where would you move?  

I always imagined myself living in the states, but if I had unlimited money and 

could just take off I actually think I would go somewhere like Antigua. 

I would love to properly learn how to surf!

which words or phrases do you most overuse?

“Want some namnam” …trying to get Ace to try new fun flavors.
 Apart from this probably “…in Sweden, we do it this way…” It drives my husband bonkers.


The next planned trip is to Lake Como for a wedding in June, but I have a feeling I will be back and 

forth to Sweden a few times before then. I have my influencer agency based there and do lots 

of my meetings, interviews, filming and shooting in Stockholm.

If you could swap wardrobes with anyone

 who would it be? 

My dear friend Hannah Stafford Taylor. She has impeccable taste and I’m obsessed with her Instagram.

 She has the most adorable little outfits for her daughters and styles them and

 herself to perfection. You really should do an interview with her next.


I love people watching. To sit by the window in a café in Paris and just watch people walk by really 

feeds my creative fire. Maybe I’m a bit of a weirdo constantly staring at people, but I find it 

terribly interesting to see what people wear 

and how they have matched it. So if I’m looking intently at you, take it as a big compliment.