We continue our Shyness week and today I have the honor to post an interview with the very sweet Anna Bilén the founder and designer of Shyness. Anna has been a great support to us starting our web shop and she has so much energy and ideas that she is willing to share. It is no wonder that Shyness has done so well already with such an energetic person behind it.
1. What do you think distinguishes Scandinavian design?
I would say simplicity in shape and form, the characteristic Nordic light and the choice of materials. When it comes to fabrics it is often cotton and linen and for furniture and accessories we use Nordic types of wood.
2. Where and how do you find inspiration when designing products for the Shyness collection?
I find inspiration in Scandinavian and especially Swedish traditions but I always include a touch of what is current and trending internationally when it comes to colours and patterns in the design – this is what gives Shyness the timeless yet modern expression. I am also inspired by details they are what creates interest and what makes an entire product just right. That is why I often include trimming and contrasting lining in my design.
3. What is your roll at Shyness?
I am responsible for design and product development and I also take the collection to the market and find retailers. Our textiles are only sold through retailers such as Nordic Bliss. I have a warehouse and take care of the administrative functions that comes with it. I also work closely with a photographer to visualize the expression and feel that I try to accomplish with the Shyness brand.
4. If you could only chose 3 words to describe Shyness, what would they be?
Timeless, modern and details. If I can say four I would like to add quality.
5. What is the next step for the Shyness Collection?
Every time a new collection is launched the next is normally already developed. I design the collections which are linked together but launch them over time. The next collection will be available in the shops in the autumn and is an autumn and Christmas collection. It will have a new pattern that is closely links with the existing collection whilst it represents something new that is not on the market. It is always very exciting to present new products to the market.
Thank you so much Anna for taking time to answer my questions and for sharing your thoughts about the brand and what the future holds.
REMEMBER: You can still use voucher code SHYNESS10 to get -10% on the entire Shyness collection and don’t forget the giveaway of a tablerunner on This Home Sweet Home blog.
Picture sources:
1 and 2 from Fyra Årstider
3 and 4 Shyness Press Images
