Store of the month August 2024: Stil and Design i Åstorp

In Åstorp, there’s a store that stands out for its wide selection and unique combination of fashion and personal service. Jessica Rosvall, a hairdresser for 35 years, decided to start a combined hair salon and fashion store seven years ago. She seized the opportunity when a perfect location became available, and the store quickly became known for its “terrace tips.”

“A couple of years ago, we started our terrace tips, and it became a hit.”

But it’s not just the haircuts and clothes that attract customers. A few years ago, they started with “terrace tips” – Instagram posts showcasing their products charmingly and authentically from their home terrace. This initiative quickly became a success, and the store has gone from having almost no followers to an impressive 16,000. Even the family’s beloved dog, Sture, has become a national celebrity, often appearing in the terrace tips photos.

In July, Jessica decided to hang up her scissors to focus entirely on the fashion store and webshop, as the store was doing so well. The range consists of clothes from six to seven carefully selected suppliers offering good prices and a wide variety of styles and sizes. Despite the store being located in a small village, it has attracted customers from all over Sweden, including long-distance visitors from cities like Gothenburg, Karlskrona, and Karlstad.

Would you like to tell us more about the store and who works there?
Family plays a big role in the business. Both my parents have supported me all the way, from when I opened my first small salon to the “hang up the scissors” party where my dad, who is a pastry chef, made cakes. Five years ago, I hired my sister, who now handles the clothing sales while I have managed the hairdressing side of the store.

My wonderful husband Dennis always supports me 100%. This ranges from having dinner ready to act as the photographer for the terrace tips. He has another full-time job but is still very involved. Our two sons, Robin and Anton, always patiently listen to my enthusiastic talk about new happenings in the store. My friend Jannica has been hired full-time for a few weeks now to manage the webshop. As you can see, the store wouldn’t be the same without the support from my family and friends.

What is your main target group?
The store mainly focuses on women’s clothing for women aged 40-70, but we also offer brands like Sisters Point to appeal to younger customers. I am 53, so I choose a lot that I like, but the relationships with customers are important, and I often buy clothes with specific customers in mind.

Jessica and her team organize many store events to create a fun and engaging atmosphere in the store. With the focus shifting to the fashion store, they will be hosting a big party with cake, bubbles, and journalists in attendance.

When it comes to collaborations with suppliers, Fashion Week Trade is an important meeting place. There, they make new contacts and maintain personal relationships with their suppliers. All their brands are represented at the fair, further strengthening these important collaborations.

“We always attend Fashion Week Trade; you always make new contacts and get personal contact with suppliers.”

For Jessica, the store is not just a job but a heartfelt project characterized by close relationships with customers and a passion for fashion and design.