When the couple decided to turn Carina’s hobby into a business venture, Roar took charge of the business side of things, while she focused on designs. One reason why the Ytre-Eides dared to take a leap of faith and scale up the production was Carina’s popularity on Instagram. With a following of 18,000 on her interior inspiration account, they already had a superb marketing channel available. Scaling up and moving to machine production meant that she could take her creativity even further with more advanced designs, as she did not have to take into consideration whether or not she was able to make them by hand.

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