We had the good fortune of connecting with Esméralda Agnès Jönsson and we’ve shared our conversation below.
Hi Esméralda Agnès, what is the most important factor behind your success?
The most important factor is when I asked myself -What would I like to see in the market for stationery lovers?, when I asked myself that question is when i started having success, it’s when you ask yourself this question is when you come up with something very unique to offer to the people looking for something really specific
Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
What I’m most proud of is having started my business, I wanted to create a stationery line that was very unique but a lot of people would tell me things like -You’ll never make it, the industry is saturated, Then I came up with a line of stationery sets that are truly unique, it was so hard to make them, because I had to dig deep trying to find someone that would be willing to take on this challenge, that’s why a lot of people don’t do things because they’re quite difficult specially if none has ever done them before, one thing is to imagine something and another very different is to make it a reality, I had to research lots of materials, vendors, and people that could really did what I was imagining to do. Sometimes I would get very overwhelmed and cried, but I comforted myself thinking that once this project was out there I would be so proud and every tear would be worth it. It took a lot of tryouts, there were things that I designed that weren’t successful, but I just kept at it, not giving up, one advice I can give to anyone is that you approach everyone with respect, trying to learn from them, because everyone has something very important to teach you if you are willing to listen. My brand and story is rooted in my love for snail mail and paper, I was always fascinated of how letters really mingle souls, just getting something in the mail is truly amazing so I made it my mission to do something beautiful to connect souls thru the written word.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I love the Getty Villla, I would take them there, then of course Venice Beach and Santa Monica, we will probably eat at Gracias Madre in Weho since all my family is vegan, we would probably go dancing in weho as well, we also would have to go to the guelaguetza ad ask for something vegan but really mexican, I would have to take them to Muji, some of their japanese stationery is truly unique, or Poketo, I would have to invite them to a soccer game at the Rose Bowl and then eat at Sage Plant Based Bistro Pasadena or perhaps the game was at the dignity health sports park, then maybe we could go to have vegan hamburgers at Echo Park at Monty’s good burger, they will also have to go to Melrose Avenue and we probably have something to eat at Fred Segal café, then we’d to to Beverly Hills we would need to go to Paper Source in Beverly, after that we could go to Âu Lạc LA is another of our family favorite’s restaurants, also if the Opera Season was on I would take them to Tosca, Turandot or any Puccini Opera at the Hollywood Bowl, Probably I need to take them to Angel’s flight so they can see where Bosch (bosch series) intro happens lol then we would eat at Grand Central Market and last but not least I would take them back to Venice and Santa Monica and we would eat at Satdha (Thai Kitchen) so I guess that summons it all.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Design Kous, Aspacia and Rodolfo Kusulas, they have been pivotal in my success, they inspired me to be more creative if I have never met them I would probably wouldn’t have started asking myself unique questions. And of course my daughter Ashley Froud (vegan activist) and my husband (swedish soccer coach) they inspire me to be better and to think outside the box, these 4 people have made me look at things differently and have encouraged me to be better.