Founder and director of Estelle and Thild Pernilla Rönnberg’s biggest inspiration are her two beautiful daughters Estelle and Mathilde. With them and future generations in mind the idea of a sustainable and organic business began and with the birth of Estelle and Thild in 2009 her dream came true.

Q

What is your education?

A

I have an MBA from Stockholm School of Economics and study advertising in Stockholm and New York.

Q

Why did you choose to become an entrepreneur?

A

I wanted to use my business skills to create the skin care that I thought was missing. I was determined to develop the next generation of skin care with high tech ingredients and the very best organic raw materials.

Q

How did you come up with the idea for Estelle and Thild?

A

My children gave me the inspiration for a sustainable business.  When I was working as CEO of a skin care company I realized that there was a lack of organic products with innovative efficient formulas.

Q

Why the name; Estelle and Thild?

A

It is named it after my daughters, Estelle and Mathilde. Estelle & Thild is my legacy to them and to future generations.

Q

What does a typical day look like for you?

A

I start the day by leaving the children in school and then I head to our office at Artillerigatan in Stockholm. My colleagues and I are going through the week’s work and sometimes I also have a breakfast meeting with a journalist or customer.

Then I deal with e-mails and then it’s time for a late lunch, usually in the office. The afternoon is devoted to product development and other exciting projects. At six o’clock I usually stop working and go home to the family. It happens that I work for a while a little later in the evening where I go through the mail and plan the next day.

Q

How do you balance the difference between work and your private life?

A

Sometimes its hard, but I spend the evenings at home focusing on my children, which give me some distance to the daily business.

Q

How is your role in Estelle and Thild?

A

The fun part is to participate in exciting projects such as product development and to meet a lot of interesting people in the business. But there is also another side that comes with the total responsibility of a company – to find solutions for challenges that occur. In the end you are alone as a CEO.

Q

What is the best and worst about being an entrepreneur?

A

The best is to create and build a company and the freedom of manage it on your own. The worst thing is that you are never really free from work, it’s a lifestyle and you need to be able to balance it.

Q

Do you ever feel that you have given up on something by choosing to be and entrepreneur? If yes; what?

A

Yes, I wish I had some more free time for my self and for my lovely friends. I either work or are with my children and family. My social life is very much at work.

Q

Is there anything you wish you had known before you became an entrepreneur?

A

No, not really. If I knew how much hard work it takes, I would probably have chosen not to start a company since my children are so young.

Q

Do you ever doubt your self and if so, what do you do to reduce and eliminate those doubts?

A

I believe in my self and listen to my gut feeling. When I feel doubt it is usually when I am low on energy.  Then I try to recharge, focus on the big picture and just keep moving.

Q

What has been the biggest challenge so far?

A

There has been many challenges a long the way. I cannot say that there is one that was bigger than another.

Q

What has been your biggest success so far?

A

To become a market leader in Sweden for organic skin care and I am also excited about the launch at Sephora in France.

Q

Where do you see Estelle and Thild in five years?

A

I vision the brand to have a successful international role out and gain same success as in Sweden.

Q

Do you have any advice for others who have a dream about becoming an entrepreneur?

A

Work hard, believe in yourself, don’t give up and surround yourself with the best people.