Store of the Month: Lyckliga Jag

Store of the Month: Lyckliga Jag
Lyckliga Jag, located in Sollentuna Centrum, is a shining example of how entrepreneurship, a strong sense of fashion, and close customer relationships can come together to create a store that both inspires and stands out. Behind the concept is the driven entrepreneur Sandra Arve, with a clear vision to build a vibrant and colorful space that customers want to return to time and time again.

Tell us a bit about Lyckliga Jag – how did it all begin and what has the journey been like since the start in 2012?
During my maternity leave, I had the opportunity to purchase a store in Visby where I had previously worked. Since it was part of a chain, I soon opened a second store in Stinsen, Sollentuna, after moving to northern Stockholm. For five years, I commuted between Visby and Sollentuna, but eventually chose to sell the Visby store.
Lyckliga Jag came to life when I decided to transform the Stinsen store into my own concept with a curated mix of brands. The first brand we brought in was the Swedish label Ajlajk, followed by 8–10 other brands with great range and price points, such as Freequent, Soya Concept, Saint Tropez, and Jofama.
The journey has been tough and winding. It’s a challenging industry, but also incredibly fun. I love working with the seasons and creating a store environment that inspires customers and makes them want to return. One of the keys to our success has been our loyal team – several of the women have worked with me for 15 to 17 years.

How would you describe the store’s style and vision – what do you want customers to feel when they walk in?
We aim to create a constantly evolving store, where customers always feel like they’re discovering something new. The vibe should be cheerful, colorful, and welcoming – the kind of place you want to come back to.

You curate pieces from over 40 brands and complement them with unique garments from Paris and Italy – what does your selection process look like?
We choose brands and products based on what our customers are looking for. When buying, we think in terms of staple items, eye-catchers, and “spice” pieces. Many of the items we bring in from Paris and Italy are exclusive to us in Sweden.
In the past two to three years, we’ve expanded our accessory selection, and it has done so well that this spring we opened a separate accessory store on the first floor of Sollentuna Centrum. There, we offer a wide range of jewelry, bags, scarves, shoes, hair accessories, scented candles, home decor, and more.

What do you look for in a brand or garment when choosing pieces for your store?
We look for items that stand out, in a mid-price range. We don’t compete with the chains on low-cost basics. Our customer likes color, prints, and statement pieces. A common comment we hear is that stepping into our store just makes you happy – it’s so colorful and full of life.

How do you work to create an inspiring and personal shopping experience? I’m thinking especially about your personal styling services.
We rearrange the store about every ten days and update our window displays regularly. The assortment is constantly refreshed. Our goal is to offer a higher and more personal level of service than the big chains. Most of our customers are returning visitors, and many travel a long way just to shop with us – which is incredibly rewarding.
We’ve also increasingly focused on personal styling over the years. In 2024, we were able to expand the store by around 100 square meters, and we used the space to build a large styling room where customers can get extra assistance and tailored advice. It’s been a very successful investment.
Today, the store is a total of 320 square meters.

How do you approach sustainability in your business – is it something you consider in your buying or customer communication?
Absolutely. We listen to what our customers are asking for and also try to “educate” them about materials and garment care. We’ve seen a clear shift in the types of fabrics and quality levels that people are looking for now compared to a few years ago. All of our brands are actively working towards more sustainable materials and production processes.

What do you find most exciting right now in fashion – in terms of trends, materials, or expression?
We’re newcomers to the TikTok platform and can already see that it will become an important channel for reaching new customers and spotting trends. It’s exciting and a great learning experience to explore this new space.