The Collaboration

Elina Casell Hjalmarsson has every girl’s dream of an aesthetically pleasing tatagram. She moved to Chicago with her husband approximately ten years ago. At nineteen, she followed her husband, Niklas Hjalmarsson, to Chicago, where he would play for the Chicago Blackhawks. With a passion for fashion, she began designing bags and made it her career. Now she’s starting her second collection, which will include menswear.

Casell realized that the smartest way to get into the business was to collaborate with someone who’d already found success. She found Janet Mandell, a woman who designs and sells luxury diaper bags on her website Mia Bossi. With the help of Janet’s connections and manufacturer, they sat down to design bags that would please not only themselves but mothers who are in the market for a fashionable and durable diaper bags.


Casell finds that her biggest inspiration is Nature. “I love all the textures and colors of Nature and that’s something you can probably see a lot in my collections.” As a part of her clothing line, Casell offers both expensive and inexpensive clothing items that will surely make every outfit unique. Like writers, Casell finds inspiration in everyday activities, sometimes she’ll spot someone wearing a cool pattern or while scrolling through Pinterest and of course from other designers.

Casell was born in Sweden and finds that the Scandinavian style is edgier than in the States, which led to the inspiration for her first collection. She combined the earthy tones she remembers from home with the sophisticated looks she found in Chicago.

The perfect knit coming soon🙌🏼 with the big fall trend ballon sleeves

A post shared by Elina Casell Brand (@elinacasell) on

Her second line includes menswear which wasn’t originally part of her plan but after getting many requests she decided to give it a try. “I think I can bring some of the Scandinavian street style into the States. I thought it would be a great way to do this second line.”

With the entrepreneur mindset, Casell didn’t want to start her business without having a loyal following. She wanted a good team that would help her reach success. “You just have to surround yourself with the right people to succeed and obviously believe in yourself. I knew that I wouldn’t have been where I am right now if I didn’t work beforehand and started to get my name out there by doing other things in the name of fashion. That’s why I didn’t start this business until recently. It’s only from social media and mouth to mouth.”


Before creating her business Casell focused on her blog which she now realizes was more of a hobby. Coming from a Sweden had an impact on the start of her business, she needed a work visa in order to make her dreams a reality. Most of her life has revolved around fashion. She worked as a makeup and hair stylist and worked on photo shoots and weddings before creating her business.


A post shared by Elina.Casell.Hjalmarsson (@elinacasellprivate) on

Most fashion blogs and Instagram pages usually have a color scheme and color combinations which attract viewers and that is the case with Casell’s page. Consistency is key. Having a uniform look to a page is essential, everything should blend together. “I have two kids and this business and there’s a lot going on. I try to take my time.”

As a business owner there’s always plenty of advice going around and along with that some unexpected surprises. “I wish I knew how much time it takes having a business and all the stress you go through before your line comes out. The money you have to put into it, all the extra expenses. It will be a lot more than you anticipated, always have that in mind.”

People don’t realize that it takes up to a year to create a collection. It’s a lot of work to have a own business.

If you want to stay updated on the upcoming collection you can follow the Elina Casell official Instagram and follow her personal Instagram for updates on her life.  

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Elina Casell: Creating a Successful Business with an Instagram Aesthetic
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