Yarmood proprietors Eva-Lena Soderberg and Sine Fiennes
Wrap yourself in cashmere for everyday luxury Yarmood stands for simplicity, quality and luxury, and that intuitive feeling of appreciating things that feel good against your skin. Proprietors Sine Fiennes and Eva-Lena Soderberg started Yarmood in 2009, with an aim to offer their customers a range of simple, beautifully knitted cashmere pieces. By Nia Kajastie | Photos: Monica Takvam
Today Yarmood knits cashmere scarves, blankets and items for babies; the pieces are unobtrusive but add luxury and comfort to your everyday life. Designer Sine Fiennes has been knitting for over 12 years and was originally introduced to her future business partner at a Swedish crafts fair,
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a long time planning our business, and not the structure of it but figuring out what kind of people we wanted to cater for. While I’m more product-led, Eva-Lena knows about the marketing field and takes care of our customers.”
which led to Eva-Lena becoming one of Sine’s regular customers.
For the independent woman or the discerning man
“She would come to me and commission pieces as special presents,” says Sine. “Then one day, when the kids had grown up, she wanted to get involved. We spent
The Yarmood woman is somebody independent who takes care of herself and makes her own decisions. “She likes good quality and is not too showy,” explains Sine. “She is confident in herself and