Almost six years ago, when my twins were six months old, my oldest daughter was three, and we had just bought our first house, I had a eureka moment, and I haven’t looked back since.

I have always known I wanted to work with design. The “how” has not always been crystal clear, but I was definitely born with a creative streak. It was both the worst and the best time to start my own business: no funding, no time, and very little sleep. But once the idea took hold, there was no turning back.

With growing demand, I built SÆTTER slowly but surely. From day one, the focus has been on quality rather than quantity. Buy less, buy better.

I am incredibly proud to have built a business and a strong brand while still prioritising my children, my family, and myself. Building a company while raising three small children is not easy, but it is the reality for many female entrepreneurs.

I had no experience in furniture production when I started. Instead, I followed my intuition and tried not to be guided by conventional ideas of what a “successful” business should look like. Rather than focusing on speed and scale, I focused on the core business, the quality of the products, and the customers.

Just because something has been done a certain way for decades does not mean it is the only or the right way to do it.

It is easy to lose yourself in the race to build the biggest business. But what is it worth if you do not have time for your children, your family, or yourself along the way? What are we rushing for?

Having the courage to say no to exciting opportunities in order to stay true to a bigger vision can be nerve-racking. But this recognition proves that it is possible to do things your own way.

It has always been my dream to create something timeless, a future piece of classic Danish design.

Only time will tell if I have succeeded.

Thank you to everyone who has supported SÆTTER along the way,

Caroline
Founder of SÆTTER