Today we’d like to introduce you to Elina Casell.
Hi Elina, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I’m originally from Sweden. Moved here in 2007 and lived in Chicago for 10 years before moving to AZ, where I’ve spent the last years. I have always loved being creative and need to have that as a part of anything I do and I have so many ideas that I want to bring to life. 2016 I started my own clothing brand that I’ve worked consistently with until now, I just recently decided to put that on the back burner, because I am just about to start a new business that I’ve worked on as I am done with interior school and want to put my full focus on it.
Except that I’ve released my own cookbook Elina eats and also work as a content creator and influencer. I think I’ve always had that drive to create of some sort and I think you can see that in anything that I’ve ever done when it comes to my line of work. I am also a certified makeup artist I worked for a couple of years before I had my kids and focused on clothing. The interest for design has always been there but I really began to put in the work to build my own brand once I had a collaboration with a local bag manufacturer in Chicago and created a bag collection with them and it all sold out, that’s when I knew I could do it myself and I knew the interest for my designs where there.
And when my first clothing collection launched it was a huge success. It’s A LOT of work that goes into owning a business obviously and I am in a part of my life where I want to prioritize what I am really passionate about and right now that is interior design and housing and that market and being a single mom I feel like I can’t have or want to have too many projects going on which is why I decided to put my clothing brand to the side (for now) and focus on my other project. I also have some other bigger plans with an idea I’ve had for a while that I’ve started working on but it’s going to be a year or two before that will be able to come to life I think.
I’ve never been afraid to go after my dreams, the worst thing that could happen is that it doesn’t work out but then you have the knowledge and wisdom for the next project, I don’t ever see anything as a failure either I see everything like experience, and you need the experience to be better!
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It’s never a smooth road in business, if it is I do know what you are doing but please let me in on the secret.
It’s always hard when your personal life sometimes affects things and gets in the way of the things that have to be done. There are never any days off really if you are the owner of a business. Also obviously covid had an impact on things. Delays and things out of your control, when you have a product you sell this is something that is inevitable I think.
But the most important thing is to see that all problems are made to be solved and there will be struggles, but nothing lasts forever, especially the struggles and just keep focusing on getting better and your goals.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I think when I tell people what I do it’s hard to understand exactly what I do because it’s so many different things. I am a cookbook author, influencer, content creator, business owner, designer, mom. The list goes on…
My ex-husband of 12 years and still good friend Niklas Hjalmarsson played for the Blackhawks in the NHL and I think I got a face from that within the sports and entertainment business because I had a fairly big blog at the time and I also starred in the Swedish TV show called playmakers that showed the behind the scenes life of living overseas and being with an athlete and not just the glamor the people might think it’s all about, which I think was interesting for a lot of people to see, most of it was filmed by ourselves and just the everyday life and struggles you normally go through and people can relate too. And we have two kids together as well and that family life and just getting to see that we all have the same struggles in the end.
I’ve worked really hard to create my own identity outside of that tho and it’s always been so important for me to create my own legacy so to speak. I have so many goals and dreams and I am very open about my life for the most part on social media where I think I am known the most. I am definitely most proud of being my kid’s mom but also how much I’ve grown as a person and in overall life and standing my ground and not listening to everyone else and having the guts to go my own way, that’s something I’m very proud of. I am proud of the person I am today and that I’ve taken all of my experiences in life (good and bad) to become better and create better. My goal is to be inspiring to myself and my kids and the people around me.
And what sets me apart from others I think is what I mentioned before. A lot of people care so much what others think of them, I’m not afraid to take risks and I don’t really care that much what others think of me, I do what I do to grow myself and I follow my dreams. my journey is my journey and hopefully, that inspires others to do the same.
What was your favorite childhood memory?
When I was a little I had super long hair, down to my bum.
My mom loved it so much but one day when I was about 9 years old I decided to cut a short bob. It was a huge change, I remember I felt so different and It was a cool feeling. My mom had told me later in life that I had come home that day and said I had 3 different guys ask to be my boyfriend lol and I had said yes to 2 haha. It’s funny how a kid’s mind works.
I guess the moral of the story is that change is exciting and you shouldn’t be afraid of change because you never know what doors will open, that’s what I took away and learned from that experience I guess because everyone told me not to do it but I did it anyway and it didn’t turn out as bad.
Contact Info:
- Email: [email protected]
- Instagram: @Elinacasellofficial
