“The word fjör, in Icelandic, itself means life, vitality and merriment, so it gives that foundational essence. But the depth lies in bringing something truly breakthrough to life in a way that reflects that Nordic sensibility: understated, where the product speaks for itself and doesn’t need to be pretentious.”

Growing up between different cultures allowed me to value my roots. As a proud Slavic woman, I’ve always admired women like Irina Shayk and Barbara Palvin, not only for their beauty but for the quiet confidence they carry.