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Interview: Linda Sätterström, Founder and Creative...

Interview: Linda Sätterström, Founder and Creative Director of Elodie Details

Linda Sätterström founded Swedish baby essentials brand Elodie Details from her kitchen table over 20 years ago. Known for being the makers of the original stylish baby pacifier clip, the Elodie Details range has expanded over the years to include everything from strollers and matching footmuffs, to bathrobes and hooded towels. We’re long-time fans of brand’s beautiful aesthetic, so we caught up with Linda to find out more…

All about Scandinavian baby essentials brand Elodie Details…

Can you tell us about the origin of Elodie Details?

I founded Elodie Details when I welcomed my first daughter, Elodie, 20 years ago—time really flies! Back then, the baby product market was largely unexplored, and my ideas for well-designed baby items were quite novel. Elodie became a pioneer in this field. While there were many lovely new brands emerging for baby clothing, the small everyday items we fill our homes with were lacking in design. There’s so much to buy, and personally, I can’t stand purchasing unattractive items. I’m passionate about making everything around me beautiful. It all started with a fresh design for pacifier clips, which I sewed at my kitchen table. I managed to create thousands of these clips before establishing a production line and launching my own company. What began as a small hobby project rapidly grew into what it is today. I’d say our pacifier clip is now an inspiration for similar products worldwide.

Where do you find inspiration for your designs?

My inspiration comes from various sources—sometimes it’s travel, other times the world of interior design, and often from the runway. It depends on the emerging trends and how I envision applying those trends to baby fashion. Practicality is essential. The design process starts with a mood board, where I seek out beautiful new patterns and colours. A lot of our focus is on how we blend different shades together; it’s vital that older Elodie products can match new ones. Colour combinations and patterns must look harmonious together. This is often challenging, but it’s crucial for us. Parents shouldn’t have to buy new items just to match—a key element is to enjoy building one’s style by mixing and matching. Once the patterns and potential new products are finalised, we begin the product development phase, which can take anywhere from 6 months to a year. We only work with a select few suppliers with whom we maintain close relationships—many have been with us since the beginning, which we are incredibly proud of. Our factories are located in China, India, and Turkey, and we set high ethical standards for them. We also visit these factories annually.


What role does sustainability play in your brand?

Sustainability is extremely important to us; it’s been part of our DNA since the start. It’s natural for us to always choose what is most sustainable for our children, considering both the environment and safety. Our goal is for our entire range to be manufactured under four sustainability principles by 2026: recycled materials, plant-based materials, up-cycling, and made to last. All our products are tested and certified according to the strict EN standards for each specific product category.

What exciting new product launches do you have this year?

This year we have one of our most exciting new launches—the Grace high chair (above). I’ve been looking forward to this for a long time. Development started three years ago, and now, finally, we can bring it to the market. It’s a beautifully designed chair, suitable from newborn to age six. It’s user-friendly, without frills, yet has everything you need at mealtime, and most importantly, it seamlessly fits into the homes of design enthusiasts.


Are there any other products are you particularly proud of?

That’s a tough question! We approach everything with so much passion and love. As an entrepreneur, I certainly love the products that sell well—they signify demand, and that people enjoy them. Our footmuffs are very popular and have won numerous awards, which makes me incredibly proud. But I also take great pride in our pacifier clips, as they are and will always be the one and only original.

How do you balance work and personal life?

I have a very supportive family. It hasn’t been easy; I’ve faced burnout a few times. I’ve come to realise that health is more important than performance. Though I am highly driven by achievement, I know that the better I feel, the better my family and my business fare. So, I ensure I make time for recovery. I enjoy working a lot but strive to avoid negative stress. Recovery can take many forms for me, whether it’s spending time with my children, exercising, travelling, or simply sleeping.

What are your favourite family celebrations?

I cherish all our celebrations! We’re a large family, with kids ranging from 1 to 25 years old. I love gathering for holidays, birthdays, and summer celebrations. We share a great passion for food and cooking, and my absolute happiest moments are when we are all together around the dining table. It’s not uncommon for one of our youngest to lead the first toast—it’s simply beautiful.


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