First pop-up at Asecs

30 days that changed more than we thought

Saying yes to a 30-day pop-up at Asecs was both brave and a little crazy. We didn't know exactly how it would turn out. We just knew we wanted to give HerMine’s a chance to truly be seen – off-screen, beyond images, and right in people's everyday lives.

It turned into 30 intense days where we learned more than we had in months at our desks at home.

The most wonderful thing of all was the support around us. My family carried me through the entire period – in ways that cannot even be fully described. It was help with everything from practical matters to simply being there, laughing with me, reminding me to breathe, and keeping me on track when the days grew long. HerMine’s is my passion project, but the pop-up made it even clearer that it's also something we do together.

And then there were the "neighbors." That special feeling that arises when you stand side by side, day after day, and suddenly become a small world of your own within a shopping center. Naked Juicebar became such a safe haven for us – warm energy, kindness, and that little break that keeps you going. The pop-up Sillage Co. also became part of our journey. We cheered each other on, talked, shared experiences, and felt that we weren't standing there alone.

We are also genuinely grateful for the opportunity we were given. Center manager Alexander Odegran gave us the chance to be there – and he did so with a clarity that created security all the way through. It was clear that he wanted the pop-up concept to truly work, both for the customers and for us. Marketing manager Anette Lindblad has also been supportive in a way that felt both professional and human. And the young, bubbly social media team… wow. We learned so much there. Not just about how to "be seen," but about how to actually communicate in real-time – with pace, energy, and the courage to try new things.

Behind the scenes, it was also… a lot. 30 days in a row is not just "30 days." It's building up, packing up, standing, talking, showing, explaining, selling, thinking, improvising – and then starting over the next day. We had two red-letter days off, but even those were filled with life: parties, family, recovery, and jewelry making. Because that was also what the pop-up did: it awakened creativity even more. When people saw the jewelry up close, tried it on, and asked questions, new ideas were born right there and then.

And somewhere there, in the midst of it all, a direction began to become clearer.

HerMine’s is evolving towards even more design and jewelry for everyone. We are building broader – with more focus on form, style, and wearability. More jewelry. More everyday. More "you."

We are so grateful for every person who stopped by, looked, asked, tried, smiled, talked to us, bought, cheered, spread the word, or "simply" said a few words that landed in our hearts.

This was our first pop-up – but it wasn't the end of anything. It was the beginning of new energy, new ideas, and an even clearer direction forward.

And now the next step is already here: For Him has launched – a collection that makes HerMine’s even more inclusive, and which we are proud to finally share.

And the best part? More newness is on the way!!

Last but not least: a huge thank you to Shania, who took on several shifts and was there when I needed it most. I am so grateful. The same thank you to my dad and my husband – who built up the entire pop-up and made it possible in several ways for us to even be there. Your love and your good spirits have been my security through everything. Thank you to my daughter's boyfriend and my son Liam, who helped us take down the pop-up when our energy was at its last drop 😉 Thank you, Levi, for your wonderful energy and for spreading so much joy around us during our time at Asecs. And thank you, Mom, for your understanding – and for lending out Dad for several days and nights 😉

Hugs, Christine