There’s something about Scandinavian culture that has us Brits enthralled - from moody television dramas and chunky knitwear to their well documented prowess with flat-pack furniture - there’s an enviable cool, calm, collectedness about these nations. So it’s no surprise that since its launch in 2008 Nordic Elements has been steadily growing. An online only enterprise it sells interiors items with clean lines and bold prints for "the 21st century family". It also acts as the UK agent for several Scandi brands including the appealing Finnsdottir ceramics and colourful children’s label RoomMate.
Who are you? Helle Moyna of Nordic Elements
Where can we find you? Online only www.nordicelements.com
Describe your store in five words: Unique Nordic design home-ware
What makes you different? We focus on smaller, new and upcoming design brands from Scandinavia with a strong design ethos and not mainstream
How you decide what makes the cut? Is it something I would have in my home and does it have timeless elegance
What were you doing before you did this? I was working in the City in client relations and event management
If you were starting again what advice would you give yourself? TIME and lots of it...
What are you most proud of? Our reputation as a great support and home to our brands as we often get recommended to other brands as a unique home for them to launch their products.
Do you have a favourite thing in the store right now? Too many to pick just one, but I do love the new Log Lamp from The Oak Men and the beautiful illustrations from Kristina Dam.
What's hot for 2013? All our brands of course, but our porcelain brand Finnsdottir is having great momentum at the moment
Every Wednesday 'Indie of the week' celebrates the best independent stores around. These places sell interesting and varied collections of design-related things you don't see everywhere else. They may support young or local designers or be great at finding unique things from around the world. By thinking a little more creatively about what they stock they are fighting the bland homogenisation of so much of the high street. And since I'm down with the realities of modern life, online only stores count too, because a beautiful and easy to use website is just as delightful an encounter in cyberspace.
Do you you have a favourite store? I'd love to hear from you.