Nina D: The Scandi-inspired Homeware And Tableware Start-up.

Nina Daniels launched her hand-illustrated homeware and tableware business, Nina D, in 2020, inspired by her Swedish upbringing, AND… her passion for design.

Nina is an artist who lives in Cheshire with her young son, Lukas.

Prior to launching her business, Nina studied Theatre Design at the Wimbledon School of Art, followed by a successful career in luxury retail (Burberry, Asprey, and De Beers, etc), where she designed store layouts and window display concepts on a global level.

After her divorce in 2017, Nina’s ex-husband sadly and unexpectedly passed away in 2019, and as a result, she could no longer balance her employment with childcare, so she decided to make a change to support her son’s bereavement.

Her ‘lightbulb’ moment occurred whilst she was visiting her favourite boutique in Stockholm to replenish her placemats, and she suddenly thought: “I can make a business creating these myself.” So that’s what she did.

“I began creating designs for tableware, and I drew upon my degree in Theatre Design, and my diploma in Illustration. Each design is inspired by a place or a person close to my heart back home in Sweden,” explained Nina.

“My personal connection is represented in my art through colours and texture, often resulting in shapes and patterns. During my design degree, I made the decision to always create my art by hand, using watercolour on carefully selected paper, and I have not ONCE tweaked my artwork with a computer. I also take great pride in knowing that the materials and the process used is sustainable,” added Nina.

NINA D launched with a capsule collection of placemats and coasters, before producing the designs on Swedish birch trays, and to complete the range, handmade table linen in matching colours were introduced.

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I realised that my parents were the inspiration behind NINA D. Mirroring my own childhood and family traditions, one of my designs is inspired by my mother, to celebrate the essence of joyful occasions,” explained Nina on her inspiration.

Using her previous professional experience in luxury retail, Nina identified a bespoke service, which sends beautifully gift wrapped orders with personal handwritten greetings. And because families and friends were not able to meet in person (due to the COVID-19 pandemic), Nina wanted to make it as easy as possible to send and give a gift.

This service has proved so popular, that Nina continues to post gift wrapped orders for weddings, new home celebrations, and birthdays.

SOON, Nina will be hosting a pop-up shop in Altrincham in May. She’ll be trading at the highly regarded Home & Gift Buyers Festival in Harrogate 17-20 July, AND she’s been chosen as one of “22 UK Businesses To Watch Out For in 2022,” by Business Live.

This year, Nina launched her seventh design, ‘Gotland,’ inspired by Sweden’s largest island, and the limestone rock formations along the coastline.

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