One of my favourite kids shops, well, ok, probably my fav is turning two today!!!!! Gabrielle from Scandinavian Minimall has a great selection of fashionable clothing for those fashionable fashionistas!!! I had the honour of having a nice chit chat with Gabrielle. Usually I post chit chats on Fridays, but because it's a special day for her, lets honour her success and turning the big 2 today with a lovely interview!
Don't miss out on their birthday special, 20% off the entire collection!!! Woohoo!!!!
Check out their amazing collection here!!!! Start shopping!!!!
www.scandinavianminimall.co.uk
1. Tell me about yourself, what is your background? Why did you decide to start Scandinavian Minimall? What inspired you?
I am Gabrielle, a Swedish mum of two who owns and manages
Scandinavian Minimall, a concept web store with stylish, fun and unique
children's designs from Scandinavia and elsewhere. I decided to start up
Scandinavian Minimall as I've always loved Scandinavian design and when
I had my son 4 years ago I didn't like most of the children's wear that
was available where we live. So I decided to set up on my own, with
absolutely no background in retail or fashion so it's been a real
journey, mostly an amazing one but a few challenges too. My background
is in marketing as both brand manager and consumer insight which has
helped somewhat I am sure. And the fact that I never give up.
2. What is Scandinavians Minimall’s motto? What do you want your customers to know about you?
I want Scandinavian Minimall to be the kind of online shop where
you'll be able to find all things beautiful for our little ones. If it's
Scandinavian, I tend to love it a bit more as that's where I am from.
Having said that, I have a total crush on Bobo Choses and Emile Et Ida
at the moment. Not so Scandinavian....ha, ha.
3. How do you decide on each new collection, do you have any idea of
what you are looking before you go to buying appointments? Do your
little ones help you with the decision making?
With no experience in children's retail or retail at all for that
matter, I started off by buying a lot of stylish but plain things which
I've now realised doesn't sell particularly well online, or at least not
in the UK. So now I always look for stunning prints and fun, unique
designs, whether that'd be interiors, jewellery or clothes. My son
Wilhelm inspires a lot of the decision making when I buy, he's into wild
animals, superheroes and all the usual boys stuff right now but it does
help me make up my mind on what prints to buy for example. My daughter
Cornelia is only 9 months old, but I try and buy things I know I would
want her to wear, usually not so girly, more grey/yellow/black with a
tiny bit of pink, just like her mum.
4. How would you describe your style? Does this influence how you buy
for the shop?
I am very Scandinavian in the way that I dress I think. I
love grey, black, white and yellow, plain, simple things and modern
cuts. I guess you could describe my style as French/Scandinavian: Acne
meets Cos crossed with some feminine French design like Maje or Sandro.
My newest design crush is And Other Stories, H&Ms new store. I went a
bit overboard there whilst shopping the other week....
5. Who are your favourite designers?
For daywear, I love Acne, COS or a
Swedish label called Hope. Very minimalistic in other words. When I
want to be more feminine, I always tend to go for French mid market
brands like Maje, Sandro, A.P.C....or UK designer Sophie Hulme, I love
her bags.
6. Who are your favourite childrenswear designers?
At the moment, I am
very into graphic design and neon, which makes Atsuyo Et Akiko and Lucky
Boy Sunday stand out. Love those labels!
7. Are there any up and coming designers you are really excited about?
I
think Beau LOves, which we'll start selling at Scandinavian Minimall
next week, is definitely one to watch. But so are Mini & Maximus,
another new brand soon available at Scandinavian Minimall. There are so
many great brands, wish I had the capacity, time and budget to stock
them all!
8. Do you have a favourite café, bookshop, store, that you gain
inspiration from?
I gain the majority of my inspiration online, by
reading other blogs and by being a bit obsessed with instagram. Also
love magazines like Keiki, Babiekins and Papier Mache.
I love living in Fulham, West London, but I would't say I get any real
style inspiration here (sorry fellow Fulham inhabitants!), which is why
online is an important outlet for me.
9. What is the best advice you have received? What advice can you give to us?
The best advice I've been given is that hard work balances out advantage and privelege,
but my personal advice to anyone is that you also need to have fun
whilst giving it your all, I don't think I would be successful at
anything I didn't love doing.
10. What’s next for Scandinavian Minimall? Any exciting plans or news?
Scandinavian Minimall is turning 2 years this week and I am very excited
to have made it this far, I've grown month by month but at the same
time many customers have remained loyal from the very beginning, which
is really great. What the future holds? I love what I do and I'm happy
and blessed to get to have a happy family, great friends and work with
what I love, so as long as the future contains my family, friends and
Scandinavian Minimall, I am happy!!
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