Designer

As a young girl she already was crazy about the shoes. Every friend and relative the family ever visited soon learned to look for Amanda near by their shoe closet. She was always trying out different shoes and companying them to other outfits. It always had to be the accessories she was after.

She crew up in the capital of Finland, Helsinki. "I love Helsinki. I still think its the greatest place on earth."

She studied business administration after graduating from high school and worked five years in an advertising agency. In 1995 she moved to Sweden and started to study space technology at the University. After two years she still felt that something was missing and out of place. She changed her major to Industrial management so she could combine both technology and her love to marketing together. Her major in engineering became industrial design.

Around this time she started to notice that the market lacked feminine and fun briefcases for all the female students that were taking their exam from university. The number of female students in universities all over had grown over 30% in just past 10 years and they all needed to carry their papers, lunch and phones in feminine and fun way to reflect their individual personality and style. Suddenly everything fell into right place and the puzzle was complete.