10 years ago today, on 3 September 2015, we launched Eldvarm to the world. The ASPLUND Stockholm store hosted the event together with Residence Magazine, who had also published the first article on Eldvarm. It was truly a pinch me moment.
3.5 years earlier, on a trip to Prague, I had decided to start my own business, but had no idea what it would be. A few bad ideas came and went, and for about a year there was only a “Project Prague” folder on my computer (including a chain of soup restaurants…). Working in the fireplace business at the time, people often asked where they could find good fireplace accessories, these seemed difficult to find. So I thought I’d start a dropship business of fireplace accessories until I figured out what “I really wanted to do”. 😉
My criteria were simple: the pieces had to be beautiful, functional and built to last. Easier said than done, I quickly discovered how rare that combination really was. “How hard can it be to make my own?” I thought. Turned out pretty hard 😅. After a year of trial and error, I met Emma Olbers at a friend’s birthday party, and we immediately clicked. Emma became excited about the project and just weeks later (late September 2014) she shared the first drawings. Prototyping began in Italy, then manufacturers were found in France, and in just under one year later the Emma Series was introduced to the world.
By this point, it had become clear that Eldvarm wasn’t just a placeholder until the “real” idea came along. Eldvarm was Project Prague. Looking back on this first decade brings immense gratitude to those who believed in me when I had nothing to show: to Emma who designed a beautiful series that stands the test of time; to the angel investors who made Eldvarm possible and taught me to trust my instincts (and know my margins); and to all the clients who made it really happen and which now allows us to step into a new decade with excitement.
Onwards and upwards!
With love,
Louise