About It's Design

At the age of six, I fitted my first kitchen handles to cabinet doors. When I was 13 and home sick from school, I spent the time packing cabinet knobs into plastic boxes. At 19, I founded It’s Design to sell knobs and handles through my own online store.

It’s Design is the result of both growing up with two parents in the kitchen industry and my great interest in interior design. My interest in kitchens began early. My father was Sweden’s best kitchen fitter – at least in his daughter’s eyes – and my mother had an exceptional eye for detail, both in her own home and in her wholesale business.

I grew up travelling around Sweden for kitchen installations, with realistic Coca-Cola bottles as wardrobe handles in my childhood home and the opportunity to choose the hardware and cabinet doors for my own room. Together with my interest in interior design, this opened my eyes to the kitchen and hardware industry. My ambition is to inspire others by showing how much can be changed in a home with small details.

I graduated from high school in 2008. In November of that year, I began building the foundations of the online store that is It’s Design today. As I had no previous experience of e-commerce or distance selling, every step was new and instructive. The online store launched in January 2009 and has been my pride and joy ever since.