This ethos led Benedikte Bruknapp to establish her own online store in 2011. It is a combination of vintage glamour and elegance, and the collection consists of clothes and jewellery. SECRETS by B is a jewellery collection consisting of 18- carat gold-plated necklaces, bracelets and earrings. Bruknapp previously managed and ran two interior design stores, but felt the urge to start her own business. Having worked for herself since 2011, Bruknapp manages all aspects of the business and deals with the accompanying set of challenges present throughout any endeavour.

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