...it's Sandra from ISAK

The friendly Sandra Isaksson is the founder of ISAK, which she started only recently in 2006. ISAK makes beautiful happy things for us. Her Scandinavian roots clearly shine through in her splendid prints on all the products. I love the cool and crispy pastels and how the simple organic silhouettes are warmly formed. Currently the lovely ISAK products are sold through her web shop, retailers and trade fairs.

1.) How did ISAK start…how did you begin and why?
I always wanted to work more with product design but the real need to do so was when my son was born. I wanted to design things for him because what I found in the shops wasn’t always that great and I thought I’d try to do something better. The first collection was only a couple of products and then it very quickly grew from there. At first, I was only going to run a little web shop with a few ISAK designs on  – but ISAK cough on and there seemed to be a real demand for ISAK products. We had some really good press, we were written about on some of the best design blogs out there ( Yes, you! ;) and we started doing trade shows which proved very effctive.

{Sandra and her son and some details in her house}
2.) Can you tell us a little bit about your personal background and who is the cute little boy in the picture?
The cutie is Theodor Isak, 4 years old...I’m a Swede gone Danish, then British. In a way. Sweden has a huge place in my heart and we do spend a lot of time over there. I studied in Denmark, and met Theo’s brit dad there and 4 1/2 years ago we moved over here to the UK.

{Image from the breakfast table}
3.) What does a typical day at work involve for you and how do you combine this with bringing up your son?
Theo wakes up before anyone else in the house and me and his dad will probably wake up as Theo is trying to dig out some sweets in the kitchen. We’ll get down just in time to catch him and put a bowl of cereal in front of him instead. Then either me or his dad takes Theo to preschool/nursery and I then work until he comes home at around 3 in the afternoon. We spend the afternoon together and I work a couple of hours in the evening after Theo’s gone to bed. Working from home makes me flexible, I can fit my work around Theo and my family.

{Pia Wallén slippers and a small part of Sandra's book collection}
4.) You have sent images from a number of books and the beautiful slippers by Pia Wallén…of course we all would like to know what do these items mean to you…?
The Pia Wallén slippers were the perfect Christmas present from me to almost everyone in my family this year… I got a pair and Theo’s got a pair and they are just so qute. I love them. As a swede you take your shoes off in the hallway – so in winter you need comfy good looking slippers...These books are just one of many book piles in my studio. I love books, to read them, write them, collect them, stroke them and smell them! ;)

{picnic setting with ISAK's plates}
5.) On your website I found this image of a picnic setting… is a family picnic an ISAK tradition…? And is it in your own garden?
Yes, having left Sweden and now having a child of my own – I am often taken back to the nostalgia my own childhood and I want to recreate that for Theo. We had lots of picnics – and we do now as a family too. Just pack up a bag and leave for the woods early in the morning to have breakfast. Have long walks on the beach in freezing winter and then bbq some sausages to warm you up. It’s about spending time together, being outdoors – and eating! All very essential parts for us!...I can’t remember which picture you are referring to so I can’t say if it’s our garden or not… Probably not, we moved 6 months ago…

{Sandra's studio in her home}
6.) Is your studio at home? What are essential items in your studio, and is there anything on your wish list?
Yes, I work from home. My wish is that the soon to be converted attic will be finished… This will be the biggest room in the house, full of light and atmosphere – and I need it to be ready, yesterday!

{more books and the 'numbers' posters}
7.) What is the secret behind these posters?
There’s no secret! I made them for Theo, we needed them to practive numbers and letters. Something fun and stylish that could also hang on the wall and be decorative. And if we could enjoy them and find them very useful – so could others I thought and put them into production. They have been very popular! I have updated the Bird counting poster, this was the poster from the last collection that sold out. They are litho printed on Swedish paper.

{Theodore's bedroom}
8.) Does your son recognize your products and does he understand what you are doing? What is his favorite item you have designed?
The duvet cover comes from Danish Katvig – and Theo actually thinks I have designed it – but I haven’t. He does understand though because he’s often around me playing as I’m working on something. I try all kid’s stuff out on him first. He’ll pull a plate out of a pile and say; - “This one is no good mummy. It’s got a mark, we can’t sell it”. One of our plates was on TV one time in Sweden and Theo happened to see it. I wasn’t there but grandma told us he had gotten extatic. “Mummy’s plate, mummy’s plate”! But then very worried as to how to get the plate out of the TV again. Very sweet!...Theo’s favorite item must be the penguin blanket, he snuggles under it every morning and evening.

{Isak's new penquin blankets}
9.)The blankets are simply gorgeous, where are they produced and what kind of tips can you give regarding manufacturing? How did you find your manufacturer(s)?
The blankets are produced in Norway. The great thing with Scandinavia is the design tradition and the craftsmanship. Trade shows are great for finding manufacturers – and the internet. That’s how I started, with the internet. I had absolutely no manufacturing contacts at all to start with.
10.)…and finally what is the magic tip to start a successful business like ISAK?
Oh goodness, I don’t know… Passionately believing in what you do and  working hard. Never giving up. Have fun! {Thank you Sandra!}

..website..
..blog..
..list of retailers..
..contact..

Comments

[simply]

It's wonderful to meet isak...

~simply stork~

[Julia]

What a fantastic insight into the Isak life. I hace been a fan for awhile now and love to read about how she continues such a creative pursuit and allows time for her family. Awesome

[Pikaland]

Inspirational... thank you so much Irene & Sandra!