One of my favorite things about running The Formula is chatting with creative babes about their beauty inspiration. So when I sat down with the Swedish sister duo behind the cool digital glossy Odalisque Magazine for Refinery29 I was pumped. Sandra Myhrberg dreamed up the site and is now the editor-in-chief and creative director with her younger sis, Michaela, as her right hand (wo)man. See what this inspiring duo says about their enterprise, their must-have beauty products and peep some extra images from our shoot.
“I went to fashion school in Barcelona for three years at Istituto Europeo di Design (IED) where I studied fashion marketing and communications. We started to work a lot with social media in class so I contacted different magazines in Sweden to see if they wanted me as a blogger. My dream day job was to work in PR at a big fashion company and GANT is perfect. It is great because they are an amazing company and there is the challenge of reaching out to new audiences. It is so much fun–really my dream job. I have a background working in beauty as a Beauty Editor at Rodeo and started their beauty blog department. I started my blog at Freshnet two years ago, I have a lot of friends of who blog there and I felt that I didn’t have the time with working in PR to focus on everything, so I went into pure fashion and beauty.”
“I’m a jewelry designer and I have a couple of lines of jewelry. It really started as a fine jewelry collection — or our take on fine jewelry. I went to RISD, not for jewelry — but I quickly fell into doing jewelry. The jewelry studios were really gorgeous. They were so the opposite of a south Florida upbringing; like this building from the 1860’s with original tools; I was really seduced by the whole alchemy part of it. And I think I really found a voice there. I developed this hybrid technique of using iron and gold together. There weren’t a lot of people doing jewelry at that moment. So I started working for all kinds of different people doing home ware and restorations. More and more, I started doing that kind of decorative art and that is when Courtney became my business partner. In 2001, we started the collection. We started with Philip Crangi and developed Giles and Brother as this sort of less expensive, easier to produce line. Over the years it has really become the driving force — a much bigger enterprise.”
“I started doing interiors within my own homes. I like to step outside of the box and not do the obvious, mixing different periods and finding eclectic oddities, mixing moderns with antiques. I don’t want things to feel too perfect or precious. My husband and I have bought numerous apartments and renovated them. We lived in them a couple of years and then sold them. From doing this I realized that I had a very specific and keen eye for design. One of our very dear friends is an interior designer and he and I always worked well together. About eight years ago I had a party at my house and somebody said, ‘I love what you did here, do you have a business?’And we said, ‘Yeah we do’ and just jump-started a business. I’m also beginning a blog called Eye Swoon that explores beauty in design and food. The same love I have for design I have for food. If I am in a bad mood I will cook something.”