Ideation ,Creative direction & Development ..
Freelance and Consulting on ideation, creative direction for handbags and footwear, specialising in design & development for women’s established brands.
From Stockholm , Amsterdam based with over 17 years of experience, working across the European market, I partner with companies who value clarity, refinement, and long-term thinking in their product development. My work bridges design vision and production reality, helping brands translate creative intent into well-structured, production-ready collections.
I work as a strategic design partner, not simply an execution resource. My role is to bring calm direction to complex processes — from concept development and material strategy to hardware development, technical documentation, and prototype management.
Alongside design, I provide supplier and manufacturing intelligence, supported by long-standing relationships with trusted manufacturers and specialists in Europe, India and across Asia. This allows clients to make informed decisions around feasibility, quality, and scalability from the earliest stages.
I work selectively on short- to long-term projects with brands seeking a considered, structured approach rather than speed-driven output
Close collaboration with each brand and vendors as a long-term partner , combining creative direction with technical precision and understanding for each brands dna and product range. My process is collaborative, structured, and deeply hands-on—ensuring every product is not only well-designed, but ready for real-world production and growth.