We meet Nina Daniels, founder of wonderful Swedish brand NINA D to talk about all things homeware, starting your own business as a result of grief and using her Swedish upbringing and traditions as inspiration in a series of quick fire questions.

What made you decide to start Nina D and also go into business for yourself?

After my divorce in 2017, my son and I moved to Altrincham for a new start. Unfortunately the positive outcome dramatically changed when Lukas’ father unexpectedly passed away in 2019. As a result I could no longer balance my employment with child care and I needed to make a further change to support my sons bereavement. The ‘lightbulb’ moment struck when I was visiting my favourite boutique in Stockholm to replenish my placemats. I suddenly thought “I can make a business creating these myself!”

I began creating designs for tableware drawing upon my degree in Theatre Design and diploma in Illustration. It was important to source high quality manufacturers in order to maintain the hand created details of my work. I also take great pride knowing that the materials and the process used is sustainable. NINA D first launched with a capsule collection of placemats and coasters, before producing the designs on Swedish birch trays. To complete the range, handmade table linen in matching colours was introduced.

Where do you draw your inspiration from for the patterns you create?

My designs are inspired by my Swedish upbringing and family traditions. The personal connection is represented in my art through colours and texture, often resulting in abstract shapes and patterns. During my design degree, I made the decision to always create my art by hand using watercolour on carefully selected paper, and I have not once tweaked my artwork with a computer. I discovered my passion in creating depth by layering to produce a striking two dimensional effect.

Are there elements of your Swedish heritage that you use in your ideas and designs?

I feel very privileged to have grown up in Stockholm, surrounded by open water and the beautiful archipelago, but also the forest of tall pine trees at our cabin style summer house. My parents always encouraged us to be outdoors and explore. From walking the cobbled streets in the city’s Old Town (Gamla Stan) to boat trips and swimming in the city’s fresh water. People and places close to my heart back home in Sweden are the influence of my designs. The design technique itself can be a homage to a person I learnt this from. For example, the Ingria design is hand painted textured paper, cut into strips and weaved in a traditional technique called Näver, the same method my grandfather taught me as a child when weaving strips of bark from birch trees.

A few months after I started my business, I realised that my parents were the true inspiration behind NINA D. Having lived in England for twenty five years, I recognised that setting the table for celebrations and everyday mealtimes was a comforting ritual. Mirroring my own childhood and family traditions, one of my designs is inspired by my mother to celebrate the essence of joyful occasions. Today our daily lives have become increasingly lead by technology. It feels even more important to share mealtimes around a table together for good communication and to improve mental wellbeing.

 What made you choose to only use watercolour as your medium?

During my teenage years, I tried other mediums such as oil paints, gouache, pencil and charcoal. I enjoyed experimenting and trying different techniques. However, I felt really comfortable using watercolour when I created the costume designs for my Theatre Design degree. The element of controlling the paint with water once applied onto the paper excites me. I also use watercolour pencils on details that needs emphasising. In the beginning I was terrified of making mistakes once the brush hits the paper but today I paint with ease.

How do you keep yourself motivated during times of stress?

Running my own business as a full time single mum means I juggle business, household and childcare duties especially with the past two years of homeschooling and lockdowns. This year, I have set a goal to reflect on my daily timetable to improve my wellbeing and mental health. I am stricter on not working late into the evenings and over weekends. I make sure to take weekly lunchtime walks so I step out of my studio to recharge and reflect on the tasks that I am working on at that moment.

What other women do you draw inspiration from?

Definitely my mother who was creative and a fabulous entrepreneur. She opened her own shop on the Swedish island Gotland when she was only nineteen years old, selling her handmade sixties dresses and accessories! I am also inspired by Marianne Westman (1928 - 2017) who was an artist and designed ceramics for the Swedish factory Rörstrand from 1950 to 1971. I adore the Picnick series which she designed in 1956 during the golden era of Swedish Pottery. The set consists of about fifty tableware parts, made out of flintware with gently rounded shapes. Stylish and colourful patterns with inspiration from the flora and fauna. I adore the simple yet vibrant hand illustrated vegetables!

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Founder of The C Word Magazine, Emily is currently living in London. She is passionate about art, travel, culture, cinema, fashion, sports, dating, feminism and a whole lot more. She is currently working on her own podcast with a friend and also dabbles in graphic design, when not doing her day job as a project manager. Find her on Instagram @emlrking or chatting on Confession Sessions, The C Word Mag’s own podcast.