On the couch with Sanne Josefson

Sanne Alexandra is an entrepreneur and influencer who has built her own brand, Sanne Alexandra Stockholm, with her timeless style and creative vision. With a background in fashion and a passion for interior design, she inspires her followers daily through social media, sharing everything from stylish outfits to insights into family life. Now she has also decorated her home with MELIMELI - and we got the chance to peek inside!

As a mom 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 am in the office with my SA team. I strength train 2 times a week in the morning and then I do the typical, get the kids off to preschool and puzzle. I try to review my weeks and what the happenings are so that if I'm having a lot of fun and socializing at work, I tend to spend most of my time at home with the family and activities for them. When it's a little less social via work I book in some fun here and there with friends but mostly spend time at home in peace and quiet, I love being home and cozy. It grounds me! So for me, the only way to find balance is probably to feel what it is I need instead of just doing. I have learned that if I have several evenings in a row from home, I do not find the same balance so I try to prioritize based on what the schedule looks like during the day. My job is super fun and often very social so I don't need as much of it after work or on weekends.

What does home mean to you, and how do you create an environment
where both you and your family can thrive?

Our home is the best I know! I have tried to make the home homely and cozy with comfortable sofas, textiles and lots of light. I love to cozy up at home with lit candles! We have furnished so that the children have spaces to play / play bandy (which happens 24/7) so even though we want it nice, we want it to be free for play, then everyone is stimulated. One day when the kids move out we may furnish 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 can sit down and cozy up!

It's so funny that you have the whole Frances group with both sofa, Ottoman and armchairs -.
What made you choose that particular series?

From the first time I saw it, I fell in love. It is SO my style. Simple and classic but still gives such a cozy feeling together with the armchairs. I still think they are among the nicest sofa groups I've seen and we all in the family love them! Sickly comfortable too.

How would you describe your personal style, both in terms of fashion and interior design?

I think I'm pretty simple. Less is more I think. I like to bring in some things that feel "Sanne" in my style and decor, I have certain colors I am drawn to so it reflects. I like when it feels quite simple, natural but with a little lovely detail, both when I dress and decorate. I have never been one to follow trends but just do what feels like me!

What small details in your home make you happiest right now?

Right now our fine porcelain from MeliMeli. It makes me so happy and gives me some spring & summer feelings.

As a mom, has your way of thinking about both clothes and interior design changed?
Is there anything you prioritize more now than before?

I am much more into comfort now after two children. Hence my clothing brand has changed to just that, confidently comfortable. We sell 80% pants and all in stretch because I want to be able to go straight from a meeting to the playground and feel comfortable. In interior design, I think it's changed so that the kids feel at home and aren't afraid to spill or play. For example, I don't plan to buy expensive rugs because it automatically spills there. However, the children have learned to put throw in the sofa when they eat / drink so it is 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 kids. I was never there myself as a kid so it was nice to do it with the kids, they talk about that trip still almost every week and want to go again! So incredibly cozy to see them so excited but also so much emotion for yourself, such nostalgia.

What is your best tip for finding small moments for yourself in a hectic everyday life?

My training is recovery for me, then I get energy without giving in the same way. And I like breathwork, it is my absolute biggest tip to get the nervous system down and feel more balanced and clear in my head. But at the same time, the evenings with lit candles and turning on a series when the kids are sleeping is not stupid either!

Looking ahead, what do you dream of - both for yourself and for your family?

I dream of seeing the 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 have realized that everyday life is the most important to enjoy and not just weekends and holidays so I want to have a wonderful everyday life with family and friends, then I feel that I have succeeded!

I AM SOMEONE WHO ALWAYS...
Losing things

I FEEL STRONGEST WHEN...
I am training or giving birth haha

IT REALLY BOTHERS ME WHEN...
People are bitter

RIGHT NOW I'M STUCK LISTENING TO
Viktor Leksell in the car with the children

AN UNFORGETTABLE MEMORY I WANT TO SHARE IS...
When Selma arrived in 2020 and we became a family of four!

ONE THING I JUST HAVE TO TELL YOU ABOUT IS...
Bronza hydrating mist. A tan without sun spray for the face, saves me all year round!

MY ABSOLUTE FAVORITE PLACE IN THE WORLD IS...
Cape Town!

WHEN I HAVE A DULL 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 family!