mydeco.com in conversation with Jonna Saarinen.
What's the ethos behind your brand?
The ethos behind my brand is to make people smile. The collection celebrates all the possible miss matching styles, over printing, everything seaside, saying 'hurrah!' to way too many patterns and of course the gorgeous Finnish nature that gave the collection its vibrant colour palette.
Where do you find your inspiration?
Most of my inspiration comes from my childhood, all the long summers spent with my grandmother in the Finnish archipelago and her amazing style of woolly socks & aprons. I also draw inspiration from the trips to the seaside we make in our beloved VW Camper - nothing beats the open road!
What is your most prized possession?
My grandmother’s locket, I never take it off.
How would you sum up your personal style in one word?
Can you explain a little more about how you make your products?
The design process starts from black & white mark making in one of my many sketchbooks, and the next step is to take art work to the silk screen, in which point the designs get their colour ways. All the textiles are lovingly hand screen printed in our studio in south London with chemical & solvent free inks and the trays are manufactured from sustainable birch wood in Sweden.
What would you say is your hero product?
It must be the mighty tea towel! As they are hand printed with lots of love and care, each one is an individual.