20 years of Design and Dedication
An Interview with Elodie’s Founder, Linda Sätterström.
As Elodie celebrates 20 years of design, creativity, and family life, we sat down with founder and creative director Linda Sätterström to reflect on the journey so far.
From the humble beginnings in Stockholm in 2005, to becoming an internationally recognized brand. In this interview Linda shares her stories about how it all started, the prints that have meant the most to her, and how she’s managed to keep the inspiration alive through two decades of constant evolution.
What were your hopes when you started Elodie, and did you ever imagine it would grow into what it is today?
In the very beginning, my only wish was to create beautiful products for my own daughter, Elodie, to make our everyday lives even more special. I sewed everything for her myself. I could never have dreamed that Elodie Details would grow into what it is today. I am incredibly grateful and perhaps a little in awe.
If you had to sum up Elodie’s journey in three words, what would they be?
Hard work, creativity, and joy
What were the core values you always knew Elodie had to reflect?
To always stay ahead when it comes to design and functionality. To be able to bring a little extra happiness to babies and parents with beautiful products that last long and serve more than just the baby years.
Is there a specific product or moment that truly defined the brand for you?
Absolutely. I am especially proud of our pacifier clips, they laid the foundation for all pacifier clips on the market today. I also take pride in our bibs, which are the original design that introduced wings, puff sleeves, and the soft, flexible PU fabric. And I can’t forget our success with the more playful and designed travel strollers. Our Mondo is truly unique in every aspect.
What’s your favorite Elodie product or print of all time, and why?
The winged bibs, and the “Apple of My Eye” pattern from long ago, are a personal favorite. A more recent print I love is "Garden Leo Toile". These are some of my most cherished creations through the years.
How do you stay inspired and creative after all these years?
I will never stop exploring trends, loving design, and being curious about product development. It’s just how I operate, I live my work. I love creating. Plus, I’m a big fan of babies, which certainly doesn’t hurt! :-)
I travel a lot, stay in designer hotels, and enjoy discovering new environments. Everything beautiful inspires me, no matter where it comes from. It’s often about the mood I’m in rather than the environment itself. I think it’s important not to stress too much, as that can stifle creativity.
Looking ahead, what’s one thing you’re most excited about for Elodie’s future?
There are two things I’m particularly excited about: new product categories and expanding into new markets and channels. We introduce two to three new products each year, and it’s always so rewarding to see how consumers react. Our range continues to grow, as do our markets and retailers. Right now, I’m especially eager to visit Japan and see how they are embracing our brand, which is growing rapidly.