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We welcome our new ambassadorNina Lindvall who is a creative leader who advocates craftsmanship and quality.

Tell us, who are you?


My name is Nina and I was born and raised in Stockholm, Sweden with my parents. I have always appreciated and liked design and clothes. I´ve devoted my entire professional life to creative contexts and really love the blissful mix of design, art, jewelry and crafts. Today I work as CEO of Interflora, a stimulating and vibrant job in the center of flowers and florists who create art every day. My job makes me very happy.


Before that, I worked with fashion for over ten years, including as CEO of Rodebjer, a Swedish fashion brand where Carin Rodebjer designed garments with a tribute to femininity and its strength and beauty. The fashion industry is similar to the flower industry, where creativity and material is the key and core of every store, but the exception is that we work with an even fresher product and transience.


In the fashion world, they have come a long way with the total experience and learned to build brand worlds where the product is the star in store, both physically and digitally, as well as in their communication and storytelling. The flower industry has a lot to learn here. Florists are a much more anonymous professional group when compared to fashion designers. I want to change that and much more by building a really flourishing and magical world where Interflora can stage all the beautiful and distinguished things about our product and service


Before fashion, I worked with TV where I learned to stage stories and storytelling with pictures and music, a skill I always have with me no matter what role or industry I work in. I almost see my CEO job as a director in many ways.


How do you drive a company forward and what is your absolute strength in your leadership? 


I love leading creative companies and people, having the opportunity to transform them into sustainable and successful in the future. Leading with creativity as a vision isn´t just about design and art, it is very much about a courage and mind set. Sustainability means that we must not consume more than what we really need and what mother earth can handle, but also to lead and create conditions for humans to work and live sustainably and long-term. I generally believe more in quality before quantity, recurring satisfied customers and staff. I want to continue to create a culture that is sustainable and creative with an environment where everyone has the best possible conditions to succeed.


Where do you get your energy from after a busy day at work?


I love leading creative companies and people, having the opportunity to transform them into sustainable and successful in the future. Leading with creativity as a vision isn´t just about design and art, it is very much about a courage and mind set. Sustainability means that we must not consume more than what we really need and what mother earth can handle, but also to lead and create conditions for humans to work and live sustainably and long-term. I generally believe more in quality before quantity, recurring satisfied customers and staff. I want to continue to create a culture that is sustainable and creative with an environment where everyone has the best possible conditions to succeed.



What does genuine craftsmanship and sustainability mean to you?


Crafts for me is history, knowledge and quality. It is a sustainable and genuine product that is based on many years of knowledge and expertise that has been passed down through generations and that will also last for generations at best. I defend myself against the wear and tear of culture and have changed my own buying behavior over the past ten years. I try to use what I already have, what I have inherited, buy second hand and when I buy new I choose quality. But sure, I'm not perfect, and sometimes it slips into a fast fashion garment. But I practice always thinking both once and twice before consuming something new.


Creativity - how does it work for you? 


It's probably more of a mind set rather than just color and shape. I like to think new, add new perspectives and do things in a way that many do not dare themselves. Courage is the key in my creativity, that I dare to go beyond the framework to find new insights both in my professional life as well as to develop myself. But then I love to do things at home, in my wardrobe and jewelry box which is my single biggest source of inspiration and creative expression in everyday life. I am a big fan of looking and sometimes buying old jewelry, art and other fun vintage furniture and gadgets. Unfortunately, my house is quite full, but there is always places for jewelry and art if I find something that feels just right. I see this more as an investment.


How would you describe your style? 


Both simple and clean but sometimes also completely hysterically brave with color, pattern and voluminous shapes. I like extremes and can go from one to the other depending on my situation and mood. I use my clothes as a mirror of how I feel, what I want to communicate and achieve with the day or the individual occasion. Fashion is an extremely lust-driven form of expression that I have devoted myself to all my life, from childhood. I hope my friends and colleagues would say I have my own personal style.


What is your very best tip when shopping for vintage or something new?


Some purchases are pleasure-driven and others are demand-driven, think about what is what for you. If it is pleasurable, be sure to think twice or three times as these purchases tend to be ones that you may not really need. With that said, I think you have to allow the desire from time to time. It may be an object that you fall in love with in a flash and that it actually becomes a long-lasting love. When it comes to demand-driven purchases, I always try to identify before each season what I need and what I am looking for, how well it should fit in with the remaining wardrobe or home. For me, it is important to have a common thread, so the desire can then break it to spicy it up. I always think about quality, ask myself how long this product can live with me, how it fits into my line, etc.


Which person inspires you the most, both on the inside and outside?


Oops, what a difficult question, there are so many. Meetings with people, a mood, nature, art, trips I have made and dream of doing. But my mother taught me to appreciate design, craftsmanship and quality so I have it with me from home, which I am happy about today. Carin Rodebjer taught me to experiment with clothes, how to mix and match, what it does for you in any given situation. Nice clothes are for living and playing in, not just used on nice occasions. Among other things, I tore a pair of silk trousers from Rodebjer on my trampoline and did not even have a bad conscience, instead I embraced the playfulness of my life. Play and desire are important components if you want to be happy as a human being


What are your favorite boots at Primeboots and why?


The cowboy boots really took me by storm, the second I put my feet in these beautiful boots it was total love. I find myself every day trying to find outfits that fit these incredibly stylish, comfortable, brave and statement boots. They make me happier and a little more braver.

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craftsmanship, sustainability and integrity



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Our philosophy is rooted in the desire to create items with a loyal lifecycle. Always designed to last the whole journey through. Craftsmanship is at the very heart of our brand. Quality over quantity, knowing what we stand for and creating a long lasting lifecycle.  

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info@primeboots.se


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