Industry inside and friend Emily Weiss talks with Elin about her career. The founder of Into The Gloss and Glossier digs into Elin’s past, present and future.
Why do you think you received so much attention for your street style? “I think I had a personal style that was easy to apply in your own wardrobe. Therefor my style was, and is, easy to be inspired by and assimilate.”
What made you terminate your site, The Wall? “It’s not the same running a blog today as it used to be. The advertisers want to play a bigger part and purchase content, rather than just banners. In my case, this didn’t work as it affected my personal integrity. Today, my focus is on how to reach not just a follower, but to gain a customer. How can I take it to the next level, and not only inspire but also get people to buy my designs? It’s exciting, and that’s where I’d like to invest my time today."
Was it a "aha-moment”? “The benefits with blogs disappeared when Instagram was born. Today, we are expecting to be served with information through our personal feed, we don’t want to have to look for it. My site has been a great tool and it has played a huge part in my career. But I wasn’t scared to shut that door when the time came. I’ve always been aware of my intuition and gut feeling. Although, this decision was thought through more than once.”
What does a typical Tuesday look like in your life? “Having a baby forces me to schedule my days in a different way than I’m used to, which I love. I enjoy knowing what’s ahead of me the next day. Every other day I start at the gym, after I’ve had breakfast with Liv (and had a fifteen minute snuggle in bed). At 9.30 our nanny arrives and I walk to the office. There, no day is the same, but that’s fine – you know why? Because I know what time I’ll be going home. That’s six o’clock, because there is a special lady waiting for me at home.”