Att PyntA is a brand new online store, selling affordable scandinavian style homeware.

I discovered it on Twitter few days ago and soon decided to contact Amanda and Kai for an interview.

Hi Kai, please tell me something about your stories, how did you meet, where are you from, what did you do before.

We met while working for fashion brand AllSaints where we became close friends. We worked together there for almost 5 years and both started on the shop floor and then worked our way up to the Press and Marketing team. Amanda is Swedish and I (Kai) am half Swedish, we both grew up in Gothenburg but didn’t know each other as kids. I moved to the UK at the age of 8 and Amanda moved to London when she was 18. We both got to know each other through our joint interest in interior design and homewares as well as our Swedish backgrounds.

What about the concept of your project? Are you working on it since long time? How did you develop it?

The idea behind Att Pynta was to help people create a beautiful space with a Scandinavian influence. We wanted a site that people can use as a source of inspiration as well as a great shopping destination to create the look without breaking the bank! We are huge fans of Scandinavian design but found it hard to come by without either spending a lot of money or searching through lots of shops. We wanted to help people to achieve that clean, contemporary and chic look at an affordable price and at the click of a button. We first came up with the idea of our online store and editorial concept a year ago when discussing the current housing market in the UK. We were looking for an easy and inexpensive way of making a rented house feel like a home and came up with the idea. We then spent a few months refining the business plan, met up with designers and suppliers and started putting together our collection. We have also worked with some of our very talented friends and family to help create a site that we are truly proud of.

What’s the story behind the name of the shop: Att Pynta?

Att Pynta is a Swedish phrase that means “To decorate with homeware accessories”. There isn’t really a word for it in English so we decided to use the Swedish phrase as it fits our brand aesthic as well as being different so we hope people remember it!

And what about the products you are selling? In particular, about the makers you are involving in the project?

The products we sell have been curated by us using different designers and homeware suppliers. All of products have been hand picked ourselves to create a collection that fits with our brand. Currently we exclusively stock pieces from Swedish ceramic designer Marie L Sundegren, who has created a beautiful collection of homeware pieces for us. We wanted to share with the consumer how our pieces have been made, show the attention to detail that goes into all our products. We will continue to more The Maker features with other pieces in the collection [you can discover more about Marie L Sundegren work directly on the website here].

What’s your favourite object from your shop? I know it’s difficult to pick just one, but try and tell me why it is so special to you.

The pieces that Marie created for us we really love as we went to her studio to see being made and we love the colours used, partially in these fruit bowls [see image above]. We also love the copper jar with the marble lid [see image below], these are two of our favourite materials and they look simply stunning when used together, this item which was designed in Denmark, its timeless pieces that looks beautiful used in any room, we just fell in love with it as soon as we saw them!

I really want to thank Kai for his time and his answers: Att Pynta project is really interesting, even more now that one of the founders has told us the story behind!

Lastly: what’s my favourite object? I really love the brass and zinc frames and the brilliant idea to use them to organise travel memories.

Overall, I really like the so well curated product pages, because they demonstrate, beyond words, that Amanda and Kai are really giving their best in this project. And I’m sure Att Pynta will hit it big, as it deserves.

>> Dont’ forget to visit the blog: Att Samla where Amanda and Kai share their inspiration! <<