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Scandinavian maximalism

TEXT: EMMA RÖDIN | PHOTOS © ERNST HENRY

Starting off as a small graphic-design studio focusing on wedding stationary, Pretty Paper has quickly become a paper goods hub for the inspiration-thirsty consumer. Known for its bold colours and hand-painted patterns, Pretty Paper is, while still staying contemporary, the antidote to Scandinavian minimalism.

The Stockholm-based brand is run by sisters Cecilia Börjesson and Cathrine Hansen, who work closely together to influence each new collection. “We always choose a geographical location for inspiration, either from memory or from fantasy – one with characteristic scents, colours and vegetation. I like to describe each collection as a travel novel,” says creative director and pattern mastermind Cecilia Börjesson. She goes on to describe how the various patterns take shape organically, letting the brush lead and never knowing what the outcome will be. “It’s a very liberating process,” she adds.

Although wedding stationary is still part of the Pretty Paper assortment, other products have successfully joined in as well, including posters, journals, greeting cards and notebooks, with the latter two proving especially popular among customers. Products sit under collection names such as ‘Pink leaves on blue’ and ‘Mint leaves on eggshell’ and have struck a chord outside of Scandinavia too. Börjesson talks about how curiosity from across the sea has allowed Pretty Paper to be snatched up by shops in Europe, the US and Canada. “We have grown fast but organically, just like our patterns!” she says.

Growing steadily, Pretty Paper is now ready for the next step, and looking to partner up with like-minded businesses to further create in the wonderful world of patterns. Perhaps accessories, beach wear or tiles – who knows? The possibilities are anything but minimal.



Web: prettypaper.com

Instagram: @prettypaper