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About The Folklore Company

Sofia Magnusson, founder of The Folklore Company

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 of our house was decorated with wall hangings of varying quality, but 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 an embroidered wall tapestry with a more modern touch, with lyrics by Neil Young, instead of old sayings. I could never have imagined that it would be so difficult… There and then a seed to The Folklore Company was planted.

In May 2014 The Folklore Company launched the first product: the ability to design your own cross stitch pattern - delivered as a complete kit in your mailbox. In October 2014 the second product was launched: your personally designed embroidery piece - machine embroidered and ready to hang in the wall. This to meet the demand of all those who would like a wall hanging at home, but don't have time to embroider it themselves. In  2016 we could offer our customers to get their custom made pattern as a pdf - delivered instantly in the mail. But there's more products to come - there is still much left that we want to offer you.

Due to a demand from companies, The Folklore Company designed our own collection of cross stitch kits which was launched at the Nordic design Fair Formex in august -16. If you would be interested in being one of our retailers, mail me at sofiaatfolklorecompany.com

I have since the start noticed that I have a product and a service that stands out. Not only have the company won the Swedish business idea contest My Mission in 2013, but we have also been featured in several of Swedens largest magazine and radio channels, e.g.:

  • Svensk Bokhandel nr 11/2014
  • Tidningen Skriva nr 9/2014
  • Radio P4 Gävleborg 30/7-2014
  • Tara nr 7/2014
  • Hus & Hem nr 9/2014
  • Radio P4 Göteborg augusti 2015
  • Amelia Vår mars 2016
  • Sköna Hem maj 2016
  • Hus & Hem nr 7/2016
  • Hus & Hem nr 7/2016
  • Borås Tidning, september 2016
  • Faktum, december 2016 and may 2017
  • M Magasin, december 2016
  • Göteborgs Posten, 9 april 2017
  • and more... 

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!

//Sofia Magnusson

Some other current or past collaborators:


Inspiring embroidery