Meet Janni Widerholm | Founder, Creative Director

We had the good fortune of connecting with Janni Widerholm and we’ve shared our conversation below.

Hi Janni, we’d love to hear more about how you thought about starting your own business?
When I was planning my wedding and sharing the process with other brides on social media, I noticed the videos where I was sharing my creative visions and ideas resonated with others the most. My whole approach was rooted in creating unique things instead of following trends. When the big day came, it was my custom veil that blew up. It was different and it was a statement, and brides loved it. After two years of answering questions regarding it, I realized I wanted to create my own brand to continue inspiring brides to embrace their personal style, even on their wedding day. Fast-forward to today, I’m the proud founder of Rare Brides and my first veil collection.

Let’s talk shop? Tell us more about your career, what can you share with our community?
My journey has been untraditional to say the least. I got my Bachelor’s at business school and started my career in advertising as a data analyst in Finland, but very quickly left it behind to become a creative. Then a strategist. And eventually the agency’s youngest partner at 24 years old. I relocated to Los Angeles over five years ago to work at one of the best agencies in the world, TBWA\Chiat\Day. My boss reflected on my journey recently and said I’ve never fit in. I’m a true hybrid. Vanity Fair once referred to me as “doing real things” instead of conjuring up slogans, which I’ll forever remember. I guess you could say, I’m always thinking in business and strategy, but at my core, I’m still a creative. So naturally, in LA, I quickly became the youngest creative director in the agency and eventually took on a position as the Head of Social. Throughout this journey, I’ve become known for pushing the boundaries of advertising. Leading with ideas rooted in how people behave today, on social media and beyond. I’m the most excited about creativity that gets talked about because it’s so engrained in culture. And less excited about, well, just ads that interrupt people’s experiences. That’s something that I’m also embracing with my own brand. I’m creating content and a brand that I want brides to want to talk about. And I hope to be a founder that inspired someone else to just go for it. To carve their own path. In the ad world, on social media and way beyond that.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
In the words of TikTok “i love this question”.

First, I would start from the LA basics. There’s no shame in being basic or cosplying a tourist for a visitor. We’d start the day with my favorite workout at Pvolve, then grab brunch at Republique. Dialog Cafe or Bianca’s. We’d then lounge at the pool at the Sunset Tower Hotel, we’d order room service while getting ready to close out the day with dinner at Donna’s and head to our room at Chateau Marmont. There’s something so charming about historic spots, so it’d be a must see.

We’d then take a road trip, stopping in Ojai. Can’t miss the outdoor Library Bart’s Books or sourdough at the Duchess. We’d then drive all the way to Santa Barbara and finally Santa Ynez to visit the wineries. Maybe sit down at Roblar. Eat some more at Bob’s Well Bread. Maybe ride horses. Buy matching boots. And head back.

Back in LA, I’d also show a different side of LA. I love spending time in Korea town and doing Karaoke with friends. Grabbing Ube ice cream at Somi Somi and hunting for the best korean skincare. I can’t speak to this as I haven’t been yet, but I’d probably convince my friend to join me for an authentic korean spa experience as well.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
As a creative director who works in advertising, I’ve always known I’d love to start my own brand. But it’s easy to pour your heart into the brands you work with, and put those dreams aside. Through my experience in advertising, I would always hear about people’s side projects, but if I’m honest, it wasn’t until I started started to follow inspirational women, more or less like me, that were building brands and making their dreams a reality, that I started to realize nothing was stopping me from doing the same. Even if just as a creative outlet or side project. Coming from a small country like Finland, I didn’t grow up among people I could look up to in the same way I look up to these women. It would not be right to single out an individual because I’m always finding new people to be inspired by, but I’ve been following the journeys of Jess Hunt (Refy), Aimee Smale (Odd Muse), Maeva Heim (Bread Beauty Supply), Macey Wysner (Cinq Bridal), Matilda Djerf (Djerf Avenue), Emily Oberg (Sporty & Rich) and Dianna Cohen (Crown Affair)… I could just keep going!

Website: https://rarebrides.com

Instagram: instagram.com/rarebrides + instagram.com/janniwiderholm

Linkedin: https://linkedin.com/janniwiderholm

Other: Tiktok:

tiktok.com/rarebrides
tiktok.com/janniwiderholm

Image Credits
Micah Cook Photo https://micahcookphotography.com/