Jenny started her interior design company Rosenqvist Interiors during her studies

Changing country, starting your own business, and building a career in interior design during ongoing studies requires both courage and passion. For Jenny, who lives in Maine, USA, the education at Inredningskurser Sverige became the start of something completely new.

Today she runs her own company, Rosenqvist Interiors, where she combines her Scandinavian design language with American design culture. We spoke with Jenny about how it all began, what it’s like working as an interior designer in the USA, and what advice she wants to give to others who dream of taking the step and going after their dream.

Hi Jenny, so great to talk with you! Can you start by telling us a bit about yourself – who you are and what life in Maine is like?

Hi! I was born and raised in Gothenburg and Trollhättan, but moved to Maine with my husband twelve years ago. We met in South America, but he is from Maine and his parents still live here – so that’s how it happened.

Together with our three children (6, 11, and 14 years old) we really enjoy our area in South Portland. It’s very family-friendly with many like-minded people and close to both the ocean and nature. Portland is a food city with many restaurants and actually attracts bigger artists as well. When we want more big-city energy, Boston is only two hours away by car, and Montreal (Canada) and New York City about five to six hours away.

My everyday life probably looks similar to many parents in Sweden. A lot revolves around the kids and their activities, and during weekends and school breaks we like to travel, camp, and hike. In the summer we usually spend a month in Sweden.

You started your company, Rosenqvist Interiors, already during your studies – how did that happen? Do you remember the feeling when you got your first assignment?

Shortly after I started the program, I created an Instagram account, mostly with the idea of networking with other students. But soon I was contacted by a property developer, an acquaintance who wanted to collaborate with me on two different projects. It felt both exciting and overwhelming. I really had not considered that I would already then be able to get such assignments, without any real portfolio to show.

One of the projects suited me very well – a lobby and corridor in a charming building from 1896 that mostly needed paint and furniture. It needed to be done quickly and on a small budget. The other project, however, was actually too big for what I felt capable of. It involved a new construction with 63 apartments and many common areas. I was completely honest about my limited experience, and we agreed that the architectural firm would handle all permanent interiors, while I would have influence and responsibility for all “loose interiors”, FFE.

When these assignments began, I had to start a company very quickly, and everything that followed — contracts, spreadsheets, and other documents — I had to solve one step at a time. Presentations, however, I felt comfortable with, thanks to the training I had already received through Inredningskurser.

The positive thing about everything moving so fast was that there was no time to overthink or try to make everything perfect. I just had to go. The downside was that I didn’t keep up with the studies at that time, and it ended with me taking a long break. But the course was still there when I had time again, and I have continued with other assignments from the property developer since then, so I regret nothing.

What made you decide to study interior design with our Swedish equivilant Inredningskurser Sverige – and how have you experienced the studies so far?

Before I began studying with Inredningskurser, I took a course in Intro to Interior Design at a local community college, mostly to get a feel for it. I showed initiative and got an internship with a residential interior designer, which led to an hourly job as a design assistant. The job was short-lived when the pandemic hit, at the same time as I had a baby. We then lived for a year in Puerto Rico during my parental leave. During that time I thought a lot about how I wanted to move forward and felt I didn’t want to return to an assistant role, but needed more skills. Moving for full-time studies for three years was not an option, and the online programs I found in the USA didn’t seem particularly good.

Inredningskurser, however, gave a positive first impression, both through the course instructors when I contacted them with questions, and through the inspiring student projects and success stories I saw on the blog and Instagram. The structure and flexibility suited me perfectly, and the course content with, among other things, SketchUp appealed to me.

I have completed 31 lessons now and am very happy with the program. I feel that I have gained a good overview of the profession and relevant knowledge to take with me into working life and build on. Before I started, I was unsure whether the course content would be applicable in the industry where I live, but it absolutely is. I also think it is an advantage to have the Swedish perspective.

You mentioned that SketchUp has been a “game changer” for you. How has that tool influenced your workflow and your projects?

Today there is an expectation from clients that an interior designer will present 3D visualizations, and being able to offer that now makes me feel more professional and more confident in my role. I believe clients have more trust in me initially and that it becomes clearer for the client what I am trying to communicate along the way.

It is also a more efficient way to work than with pen and paper, I think, and I like that everything is exactly to scale and easier to adjust. However, that does not mean that I always work in SketchUp. Sometimes it is neither reasonable nor necessary. For example, I did not build a model or plan for a smaller assignment where I was only supposed to purchase lighting fixtures for a few apartments.

My knowledge of 3D modeling, however, was crucial in a recently completed assignment — a market booth for a small wellness drink startup.

Tell us a little about the projects you are working on right now – from the apartment building renovation to the market booth in Boston. How do these assignments differ, and what are you learning from them?

Two very different assignments, absolutely. The market booth has been a fun experience. Capturing the client’s brand identity in the specific environment — namely a 7–8-week outdoor market — and getting as much as possible out of the small space to meet all the practical needs for sampling and sales. The assignment lasted for two months, from first contact to installation. The short timeline and clear end date is fun in itself.

As for the apartment and office building, I have continuously worked with smaller, cosmetic updates throughout the building, as well as complete renovations of eleven apartments, which are mostly conversions of old offices. This project has been going on for a long time and has also exceeded the schedule. With a low budget and quite little room for creativity for me as the designer, it will not generate any images for my portfolio. However, I have gained close insight into the process and into the relationships and communication between owner, construction company, and interior designer, and I am taking many lessons with me to the next project.

You mentioned that you have tested different types of assignments, like home styling, but are now beginning to find your own direction. How do you view that process – finding your niche as an interior designer?

I’m not there yet, but on my way. First of all, I think that as a new designer it’s important to get work experience and be prepared to say yes to the assignments that come your way. At the same time, I believe that you find your thing by trying things out. Niche and preferences regarding type of assignment and client fall into place a little more and more with each assignment, I think, as you continuously update your portfolio to attract the “right” type of projects.

When I did my internship several years ago, I probably thought that I too (just like the interior designer I worked for) wanted to work only with private clients, but now I have experienced the advantages of working with commercial assignments and would like to continue with that, at least partly.

Another example was when I worked with the new construction last year. I was also given the task of putting together a furniture and decor scheme to rotate between the different model apartments in the building and style them for photography. That made it clear to me that home staging is not something I want to niche myself in, but I can absolutely imagine doing something similar again as part of a larger project.

When I was younger, I probably would have viewed the process differently. But since becoming a mother, getting older, and experiencing things in life, I am more flexible in my thinking, go more by feeling at the moment, and am open to trying things and to the fact that I may change my mind. I allow it to grow gradually.

Working as an interior designer in the USA likely differs somewhat from Sweden. How do you experience the industry where you live – and is there anything you find especially inspiring in American design culture?

Just like American culture in general, the design culture here is also very diverse, with influences from many different places, which I really appreciate. There is so much varied inspiration to draw from. The interior design industry is also broad, where assignments can range from smaller homes to enormous luxury villas and celebrities’ extravagant houses, and where there is a certain prestige (a side of the industry I maybe don’t appreciate as much). One designer’s work can differ greatly from another’s. There is a lot to learn in the industry beyond the design work itself, from the unwritten rules in collaboration with suppliers and contractors to how you price your services. And although I understand that it is changing, the industry can still be a little secretive, which means it’s not always easy to ask your way forward.

When it comes to interior design in the USA, for many people — who prioritize the aesthetic — it’s about reflecting the unique and personal, or going all-in on what they love. For others the visual is less important, and the focus is instead on the home feeling comfortable. Many would, for example, rather choose a large, fluffy sofa over a more streamlined model, even if the latter fits better visually and proportionally in the room. In Maine, I feel that appearance, clothing, and “how your home looks” is not nearly as important as it is for Swedes. People renovate less and home staging when selling is less common, but at the same time people are more used to paying for various types of services — so the threshold for hiring an interior designer is often lower.

Finally – what advice would you give to others who dream of starting their own business during their studies or building a career abroad as an interior designer?

1. Just start. You don’t need to have all the answers or have everything perfectly planned. If you wait for the “perfect moment” it might never happen. By starting small alongside your studies and other work, you reduce both the financial risk and the pressure for everything to succeed immediately.

2. Believe in yourself, but be honest and unpretentious. Dare to take space, but be open about where you are in your development. Many clients appreciate being able to hire a new designer who offers a lower price but great engagement. It often becomes a win-win where both grow.

3. Take advantage of all opportunities. As long as you have the capacity to complete the assignment, say yes to a lot in the beginning. Every assignment gives you experience and lessons — and can open doors to more assignments through new contacts, recommendations, and sometimes even material for your portfolio.

4. Highlight your Scandinavian perspective internationally. Building a career abroad doesn’t have to be harder than at home in Sweden. On the contrary, it can in some ways be easier, especially in countries where interior designers are hired more frequently. See your Scandinavian education and design perspective as a strength, something that makes you unique, and use it to your advantage. Start building your network and your portfolio where you are. If you are completely new in a place, it can even feel a bit more pressure-free. There is something about starting fresh on new ground — when no one really knows who you are, you often dare a bit more.

   
   

A big thank you to Jenny for a wonderfully inspiring interview! If you want to keep following Jenny, you can find her on Instagram @rosenqvist.interiors or her website www.rosenqvistinteriors.com

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