My journey didn't begin with interior design, but with art – in many forms.
Long before I studied art and design at Danderyd high school, I accompanied my grandfather to flea markets, known as Brocantes, around Paris in search of gems to bring home to his more than 400-year-old stone house.
Creations that tell a story.
This is where I believe my deep appreciation for creations that tell a story was born – whether it's a house, a piece of furniture, or a handmade detail.
After high school, I moved to Paris full-time and one day I stood in a Pâtisserie in the Marais, amazed by what I saw as edible art.
The thought occurred to me that...
“Wouldn't it be fun to have the knowledge to do this yourself”?
Those who know me know that when I set my mind to something, I do it. So a few short months later I trained in French as a pâtissière, and for the next few years I worked at what was then one of Paris' top 10 pastry shops: Pâtisserie Boulangerie Pain du Sucre in the Marais.
Precision, creativity and commitment.
The precision, creativity, and dedication required in pastry reflected what I would later find in design.
The pursuit of creating something both beautiful and deeply functional is something that I have been passionate about for the past decade.
A Master's degree and 13 years as a private consultant.
Professionally, I have worked with business development and brand strategy for many diverse clients, while continuing my education and obtaining my Master of Business Administration from Solent University.
Sustainable business development and circular design.
My work as a consultant has involved everything from creating marketing, experience-based destination development to product development.
Where a large part of my assignments have also included aspects of sustainability, from helping customers in the food industry become KRAV labeled, to the Swan labeling of hotels and sustainable business models in the public and non-profit sectors.
Building, renovating and creating home spaces - the practical experience.
At the same time, over the past decade I have renovated and designed four houses, with each project I have learned more about drawing, materials, craftsmanship and the potential of recycling.
Home styling & interior design.
As a hobby, I also worked in 2019 with interior design for real estate agents, creating inviting spaces that helped potential buyers see the true charm of a home.
These experiences deepened my understanding of how spaces affect emotions, daily life, and even economic value.
Sustainability is at the core of my work.
I have spent years buying vintage furniture, giving new life to old materials and designing with a focus on sustainability.
Whether it's transforming an old cabinet or repurposing wood from forgotten buildings, I believe every piece has a story worth continuing. For me, sustainability is at the core of how I work.
That's when Hemrum was created.
Hemrum was first tested as a project in 2023 through an online shop with antiques, curiosities and crafts. But when I realized that customers' expectations for fast deliveries and the small margins on these products were not sustainable - then I knew it was time to take a step back and reevaluate.
Now, in 2025, I am launching Hemrum as a culmination of my passion and knowledge – where the focus is not only on sustainable interior design details but also on services and special projects.
Tiny homes, customized services & art.
Here on the website you will find a curated number of finished Tiny homes, artwork and recycling.
In addition, we work with tailor-made solutions for your specific project - whether it is an interior design project, a custom-built event house or a creative strategy session.
A way of living thoughtfully, beautifully and sustainably.
Because I know that design can be both beautiful and responsible - where we buy less, choose carefully and create solutions that last over time.
Every Tiny home, project and recycled object is a reflection of that belief.
With warm
Greetings,
from Josephine Thornander
Selection of clients within design, business development & marketing.
