What happens when two Swedish moms share the same love of jewelry? Louise and Inger met while teaching the Swedish after-school program. Louise worked with her parents importing business and Inger had been in hotel management. But when talking about all things Swedish, the two shared a love for a lariat necklace they had seen in their home country. Not finding that design in the states, they decided to offer their own, feeling they could put their unique spin on the style. The two formed a partnership on a handshake one afternoon after the class.
Sourcing beads, leather and stringing, they began creating their line of lariats. The two moms would work on necklaces out of Tupperware bins sitting on the sidelines at their children’s soccer games. Other moms saw their creations and wanted the cool necklaces for themselves. Louis and Inger knew they had something special. So they took several pieces to a local store and got their first retail order.
That was ten years ago and shortly after getting their first order, they took a risk and invested the funds to attend a trade show. “I was at the Town Hall registering our LLC for the show and needed a name. Louise is my middle name; Inger my first. I called Inger and and suggested Inger times two or In2Design. We figured we could always change it, but it stuck,” says Louise.
At that trade show they sold to over sixty retail stores and were on their way. Getting help from another mom, Louise’s sister-in-law, Christine handles the invoicing and orders for larger stores from her home in Massachusetts. Louis and Inger have a helper for assembly, another mom in Connecticut. And their creative Swedish lariat line has grown to include shorter necklaces, other designs, and bracelets. Clearly there is a demand for their unique style of jewelry; they are now in over 500 stores nationwide and in the Caribbean.
What do they love about having their own business. Inger says, “We can still go to our kids soccer games and have the flexibility we want in our lives.” Louise says, “The entrepreneurial example we are setting for our kids is great.” She wouldn’t be surprised is one of her four children strikes out on their own after seeing how their business has succeeded.
“It’s always a balancing act between work and family but it’s all worth it.” And especially when they saw the Queen of Sweden wearing one of their designs.
Contact: www.in2designing.com, [email protected]
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VentureMom Tip
When you find something unique that others love, create a business around it.
