What about the pyramids?
I made that after coming back from Egypt. I like things quite organised and symmetrical. So I did a rose gold bracelet in pyramid, and it had three sides, but somehow my guy misunderstood - sometimes that's really good and other times it's not. But it came out way nicer than I thought. It was totally a happy accident.
In jewellery, I had no idea what sold, what didn't sell, but I'm not from that mindset, I was happy if I only sold one piece. And actually, today, I only make stuff that I wanna wear, because what if nobody else is gonna love it? At least I'll love it. To be honest, most of the stuff I like, my customers like. I never had something that didn't sell - but I didn't care for sales figures, as a designer I have to think not about what they want... But about what they're going to want to have next, that's my big job, to figure out what the next pyramid is. If someone could tell me that, that'd be amazing. That's the hardest thing.
Where else from your travels inspires you?
Loads, actually. I was just in Morocco and I'm inspired, craving any ethnic jewellery - next time you see me, I may have stuff on both my hands and feet. But I'm also inspired by... what people wear on the street. Travelling to Morocco, seeing what the women are wearing there, what is worn in their day-to-day life.
London is the place where I'm the most inspired. I don't think there's any set trend - in Chelsea there's one look, in Mayfair and Shoreditch and Camden there's one look, Clapham... Everyone has different feels. There's a million trends in London but there’s no trends in London. I'm inspired by that. I think that with London, you're close to everything. When I lived in America, it's all America. When you're in London, you feel like you're part of the rest of the world. Maybe in the future I'll work elsewhere, but I don't think that'll change my design process.
How important is the Swedish aspect to your designs?
The Swedish part is super important to me. It's recognised as a clean aesthetic, very practical. If it's not something that you can do all around the house, wear to the gym then go to work, it's a waste of time for me.
What Swedish designers interest you?
There's a lot of furniture designers - Joseph Franck, his work is so rich. The street style in Stockholm is sensational. Acne is a nice one. Ganni, very much, I was wearing some of their designs downstairs.
Do you have any go-to designers?
Ganni, 100%. Loving Aquazzura's shoes. Push Button. Balmain's always nice, they have a beautiful leather dress with stripes...