It's time to get a little more personal. So hello, my name is Sofie Ingvarsdotter (and in the mirror you see one of my best friends, Lovisa)! When I temporarily left my career in May 2023 and took the summer to think about one thing or another, the choice fell in the fall of 2023 to create something long-term on my own.
Said and done. You have your dreams and in my case I have taken a small step on the way by starting the dream of stella-zoe.com
Opening a webshop?
Yes, why open a webshop on the world's largest marketplace, i.e. online? I should know better? ;) I am a trained science journalist because of my curiosity and thirst to understand and constantly know more and more and more. I left my studies to definitely not work as a journalist, but instead I took the step straight into the sales industry, where I worked on and off for 12 years. My first sales job was Meinto.se, which later became Miinto.se with all the Swedish people. There and then I gained insight into both online sales and retail. Even at that time, it was tough for individual clothing stores to survive on brick-and-mortar sales alone, and everyone dreamed of the ultimate sale by taking their store and assortment online. Miinto became the bridge from physical store to large online department store. And Yes, Miinto is indeed a smart trading platform that helps both brands and physical stores to sell worldwide.
However competition is tough online but dreams can be stronger than logic. I always want to try myself, regardless of insight and budget. And yes, I think more people should. Because there are so many stories of people who, against all odds, have followed one of their dreams and actually succeeded! And that's inspiration!
I started stella-zoe.com because I find fashion, design and health interesting. That it is deeper than fast consumption and that there is more than just black and white. In addition to my background as a seller for Miinto, I have been a clothing agent, I have run a Swedish clothing brand and worked as a distributor for 3 beauty brands.
All the exciting adventures and glimpses I have had, contacts with inspiring people, experiences from different places and insight into an infinite number of industries result in a longing to create something new, something completely own and something unique. Something that perhaps gives the visitor a little different designers than you usually find in Sweden. Other than that, I'm very geeky when it comes to the content of beauty and skin care products.
As a trained science journalist, I believe that "less is more" and I like to delve into INCI lists of skin care products, i.e. their ingredient lists. For me it's important to stand for what I sell and I try to find as clean products as possible but without compromising on the result! Just like everyone else, I want visible results when I buy skin and beauty products. But I believe that we should be afraid of our planet, our skin, our body and what we use and smear on us every day. I have had the honor of meeting incredibly knowledgeable chemists and the occasional green chemist Jean-Eric Marie founder of Mistik Haircare, he is a genuine firebrand and his ideas and knowledge really opened my eyes to the underbelly of the beauty industry.
Long story short, there's a lot to write about but at the risk of losing your interest already, I'll wrap it up here for this time.
I am so grateful that I finally dared to create a small webshop and my highest wish is that stella-zoe will grow in its own unique way, be an inspiration and something new for those of you who find it here. That you will find new favorite products and designers here. Or just pop in and scroll around for ideas!
I no longer run the store, but at the moment I'm just the creative part of the store, I influence purchases, blog, create content and come up with ideas.
But if you contact us, I'm not sure who will answer your emails and DMs :)
So hello again and hope to see and hear from you!
Kind regards, Sofie Ingvarsdotter
