About The Folklore Company

Sofia Magnusson, founder of The Folklore Company
Photo: Nicklas Elmrin

It all started when I wanted something personal on the wall at home.

With roots in the Swedish province of Hälsingland, I grew up in an area where folklore, needlework and crafts were always present. Each and every wall in the houses are decorated with wall hangings, all stitched with pride and love. What could symbolise me and my heritage better than to decorate my own big city apartment with a piece of folklore art?

Problems started when I decided to create a wall hanging with a more modern touch, with lyrics by Neil Young, instead of "Home sweet home". I could never have imagined that it would be so difficult… There and then a seed to The Folklore Company was planted.


The Folklore Company launched in 2014, and has since then released several innovative and unique products and services - with focus on facilitate for you who want to create quick, easy and personalised. But there's more to come - there is still much left that we want to offer you.

I have since the start noticed that I have a product and a service that stands out. We have won the Swedish business idea contest My Mission and been selected as one of the top innovations finalists at 'Creativation' - the biggest trade show for craft in the US, and has also been featured in several of Swedens largest magazine and radio channels, e.g.:

  • Svensk Bokhandel 
  • Tidningen Skriva
  • Radio P4 Gävleborg
  • Tara
  • Hus & Hem
  • Radio P4 Göteborg
  • Amelia Vår
  • Sköna Hem
  • Hus & Hem
  • Faktum
  • M Magasin
  • Göteborgs Posten
  • See all collaborations 

Not forgetting all those who have written about us on social media, for eg. www.kurbits.nuwww.trendenser.se, www.mittliv.se, www.dromma.se, Camilla Läckberg, Jenny Strömstedt, Lisa Lemke - thanks for your encouragement!

By combining modern techniques with a long cultural tradition we want to take this craft into the 21st century. Our vision is promoting and preserving the tradition of craftsmanship, and attracting new generations to see the beauty and joy in needlework.


Join us on our journey as we revolutionize the industry!

Love,

Sofia Magnusson


Sofia Magnusson, founder of The Folklore Company
Photo: Nicklas Elmrin