Sanne Alexandra is the entrepreneur and influencer who, with her timeless style and creative vision, has built her own brand, Sanne Alexandra Stockholm. With a background in fashion and a passion for interior design, she inspires her followers daily through social media, where she shares everything from stylish outfits to glimpses into family life. Now she has also decorated her home with MELIMELI – and we had the chance to take a peek!
As a mother and entrepreneur, what does a typical day look like for you? How do you balance family life with all your projects?
I either work from home or I'm at the office with my SA team. I strength train twice a week in the morning, and then I do the typical things, getting the kids off to preschool and juggling. I try to review my weeks and what events are happening, so if I have a lot of fun and social activities at work, I usually spend most of my time at home with the family and their activities. When there's a little less social interaction through work, I'll schedule something fun here and there with friends, but I mostly spend time at home in peace and quiet; I love being at home and relaxing. It grounds me! So, for me, the only way to find balance is to feel what I need instead of just doing. I've learned that if I have several evenings in a row away from home, I don't find the same balance, so I try to prioritize based on what my daily schedule looks like. My job is super fun and often very social, so I don't need as much of that after work or on weekends.
What does home mean to you, and how do you create an environment where both your family and you can thrive?
Our home is the best thing I know! I've tried to make the home cozy and inviting with comfortable sofas, textiles, and lots of light. I love cozying up at home with lit candles! We've furnished it so that the children have space to play/play floorball (which happens 24/7), so even though we want it to be nice, we want it to be free for play, then everyone is stimulated. One day when the kids move out, maybe we'll furnish it differently! But important to me is a large dining area where we can gather with family and friends and a cozy TV corner where several people can sit down and relax!
It's great that you have the entire Frances collection with both sofa, pouffe and armchairs – What made you choose that particular series?
From the first time I saw it, I fell in love. It's SO my style. Simple and classic, yet it gives such a cozy feeling together with the armchairs. I still think they are among the most beautiful sofa groups I've seen, and we all in the family love them! Super comfortable too.
How would you describe your personal style, both in terms of fashion and interior design?
I'm probably quite simple. Less is more, I think. I like to incorporate a bit of what feels "Sanne" into my style and decor; I have certain colors I'm drawn to, so that's reflected. I like it when it feels quite simple, natural, but with a nice little detail, both when I dress and decorate. I've probably never been one to follow trends but just do what feels like me!
Which small details in your home make you happiest right now?
Right now, our beautiful crockery from MeliMeli. It makes me so happy and gives me a feeling of spring and summer.
As a mother, has your way of thinking about both clothes and interior design changed? Is there anything you prioritize more now than before?
I prioritize comfort much more now after two children. That's why my clothing brand has changed to just that, confidently comfortable. We sell 80% trousers, all with stretch, because I want to be able to go straight from a meeting to the playground and feel comfortable. In terms of interior design, it has probably changed in such a way that the children should feel at home and not be afraid to spill or play. For example, I don't plan to buy expensive rugs because things automatically spill there. The children, however, have learned to put a blanket on the sofa when they eat/drink so it stays clean and nice!
What inspires you most in everyday life?
Other people I see, social media, but also music and podcasts!
Tell us about a special trip that meant a lot to you.
I would probably choose Disneyland with the kids in September; it was just the four of us, and we all became like little children. I was never there as a child myself, so it was nice to do it with my kids; they still talk about that trip almost every week and want to go back! So incredibly cozy to see them so excited, but also so many emotions for myself, such nostalgia.
What's your best tip for finding small moments for yourself in a hectic everyday life?
My workout is recovery for me, it gives me energy without giving back in the same way. And I like breathwork, that's my absolute biggest tip for calming the nervous system and feeling more balanced and clear-headed. But at the same time, evenings with lit candles and putting on a series when the kids are asleep isn't bad either!
Looking ahead, what do you dream of – both for yourself and for your family?
I dream of watching my children grow up, that Jacob and I will have jobs we enjoy, and that we as a family will have a lot of fun together!! I believe and hope for an exciting journey with my company SA and look forward to that journey after a tough year. I've realized that everyday life is the most important thing to enjoy, not just weekends and vacations, so I want a wonderful everyday life with family and friends. That's when I feel I've succeeded!
I AM SOMEONE WHO ALWAYS… Loses things
I FEEL STRONGEST WHEN… I work out or give birth, haha
IT REALLY BOTHERS ME WHEN… People are bitter
RIGHT NOW, I'M ADDICTED TO LISTENING TO… Viktor Leksell in the car with the kids
AN UNFORGETTABLE MEMORY I WANT TO SHARE IS… When Selma arrived in 2020 and we became a family of four!
ONE THING I ABSOLUTELY MUST RECOMMEND IS… Bronza hydrating mist. A self-tanning spray for the face, saves me all year round!
MY ABSOLUTE FAVORITE PLACE IN THE WORLD IS… Cape Town!
WHEN I'M HAVING A BAD DAY, I CHEER MYSELF UP BY… Loud music and calling a friend!
THE BEST THING I KNOW IS… FOOD with friends!!! And being in the mountains with the family!
