Daniela Upmark began her brand Bxxlight when she was just 23. Her unique idea to brighten up your interior got picked up fast and since last year, her company produced over twenty different lightning designs and ships all over the globe. Standing on the floor, on a bookshelf or sitting on the wall: Bxxlight can be found everywhere. The Stockholm based bubbly blonde tells CHAPTER FRIDAY how it all started and how she maintains a high standard of visuals: “Time flies when I work on Bxxlght.”

THE CONCEPT OF YOUR BRAND?
‘Bxxlght is a company which designs personal light boxes in plexi glass with different LED light techniques. Our light boxes are like art for your home, but not as expensive as an art work from a gallery. As an innovative team, we support creativity and humor in home decor. The most popular design in our webshop right now is called ‘Bonjour’.’

HOW DIT IT ALL START?
‘Bxxlight was born last October and actually came together out of pure frustration. Three years ago, I was looking for the perfect lightning in my home and couldn’t find anything affordable. I’ve always loved retro designs and old signs, so I went out to find one for myself. The hunt for the perfect model was endless, and they’re insanely expensive too. In late 2011 I visited New York for an inspirational trip and came back to Sweden with my own concept buzzing in the back of my head.’

AND THEN YOU QUIT YOUR JOB…
‘Yes! It was quite the decision to make. Until last March I was working as a consultant manager for different fashion labels at a PR agency located in Stockholm. After doing a lot of trend watching and forecasting and getting to know the in’s and out’s of starting my own business, I was ready to work for myself.’

YOUR CREATIVE PROCESS?
‘The fact that I have full creative freedom excites me every day. I was lucky enough to find a suiting producing company - the first prototype looked a lot different from what the boxes are now! On a monthly base, I come up with new concepts and together we try to make outstanding art and design that doesn’t look like anything else.’

NOTE TO SELF?
‘It’s not the goal it’s the journey!’

BIGGEST BUSINESS DREAMS
‘My intention has always been to bring Bxxlght to the US, I’m crazy about LA and New York. This Summer, new collaborations are coming up and it looks like it’s going to be extraordinary.’

LUCKY FACTOR
‘I’m a person who always has big goals. It’s an exciting period to launch a brand, sometimes I have to pinch myself. I’m really, really grateful. The overload of passionate reactions and support I get from customers, Instagrammers and international bloggers I got to work with is my highlight so far.’

A PIECE OF ADVICE
‘Secure is a boring word. If you have an idea and you absolutely believe in it, then go with your gut feeling. Instead of what everybody else says - even your mom! - just go for it. Work with people you like, they’ll inspire you.’

See and shop Bxxlight here and follow Daniela on Instagram for snapshots of new lightning ideas, fashionable homes and publications.

(interview by Kelly Nederlof and photography by Bxxlight)

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