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Astrid Lovén: Like The Child, The Brand Was Born

What do you do when you’re in need of a product but you couldn’t find it in the stores? In fact, you know you’re not going to find it, because you’ve been told it doesn’t exist. You have pictured it in your head, let’s say (like in my case) an umbrella; something simple, at the same time elegant; neither too boring nor too flashy.

You must have found yourself desiring something that would match your casual style or everyday work outfit, and because of who you were, you also desired quality – like an umbrella that doesn’t break as soon as it gets windy and a button that actually opens it properly.

In such a situation, you would opt for a substitute, the next best thing to what you actually desired.

I’ve been there as well. Fortunately, the birth of the child I so much longed for – Astrid – a few months before, gave me enough motivation that put my desires, skills, and hobbies into a state of equilibrium.

So with a rich background in design and manufacturing, having worked with The Coca-Cola Hellenic Supply Chain in the past and currently managing a professional haircare brand, I now devote my spare time to the design of those things that interest me, with a focus on bringing all I desire in fashion accessories into reality. This passion of mine first gave birth to a new umbrella brand in Sweden, and today Astrid Lovén’s signature can be found on other products such as classical tote bags and wallets. It is my wish that the brand continues to grow, just as Astrid herself continues to grow.

Impeccable Quality and Our Signature Peony Prints

This brand imbibes classical and ageless styles, and the signature peony prints make them unique and special. However, more than that, I’m of the opinion that all these products need to look, feel and be of high quality, that a fashion-savvy shopper will be able to point them out among a million other brands. My hope is to bring joy to women around the world, knowing how important they value their fashion accessories. The numerous feedbacks I continue to get from you, The Astrid Lovén Fans, assure me that I give you more than “just umbrellas,” that the products meet you at the point of your needs. Therefore, I also assure you that my joy still lies in always surpassing your expectations of the brand, and I truly hope that you continue to find these products as beautiful and useful as I do. These products can only get better!

A Typical Astrid Lovén Fan

The Astrid Lovén Fan is simple and fashion savvy, positive of what she seeks and a healthy perfectionist. Therefore, she seeks in products simplicity and elegance, value for money and durability, without compromising on her needed touch of impeccably unique designs and styles.

Our Worth Is That Of Our Employees

To meet your demands for both quality and quantity, able hands have been employed. Also, an important value for Astrid Lovén is to provide items produced only under BSCI conduct, respecting employees’ rights for humane working hours and salaries. So not only do we value and respect all our customers, we also take immense pride in that our products are produced in only respectful working conditions. At the end, the brand is only as excellent as those working to build it – the employees.

We Strive To Protect The Environment

Let’s face it, there is too much waste in the world, and we can all combat this by choosing quality over quantity! This is why we do not make ‘fast fashion’ at Astrid Lovén. We make sure all the products look timeless, but are also elegant and unique so that they can be used for plenty of generations of women to come. By making our products functional, resistant and durable, we ensure less consumption in the world and protect the environment for those coming after us.

Sincerely Yours,
Rahel Lovén

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