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Inger Louise Baldwin and Inger Mark - In2Design

What happens when two Swedish moms share the same love of
jewelry?  Louise and Inger met while teaching the Swedish after-school program.  Louise worked with her parents importing business and Inger had been in hotel management.  But when talking about
all things Swedish, the two shared a love for a lariat necklace they had seen
in their home country.  Not finding that
design in the states, they decided to offer their own, feeling they could put
their unique spin on the style.  The two
formed a partnership on a handshake one afternoon after the class.

Sourcing beads, leather and stringing, they began creating
their line of lariats.  The two moms would work on necklaces out of Tupperware bins sitting on the sidelines at their children's soccer games.  Other moms saw their creations and wanted the cool necklaces for themselves.  Louis and Inger knew they had something special.  So they took several pieces to a local store
and got their first retail order. 

That was ten years ago and shortly after getting their first
order,  they took a risk and invested the
funds to attend a trade show. 
was at the Town Hall registering our LLC for the show and needed a name.  Louise is my middle name;  Inger my first.  I called Inger and and suggested Inger times
two or In2Design.  We figured we could always
change it, but it stuck," says Louise. 

At that trade show they sold to over sixty retail stores and
were on their way.  Getting help from
another mom, Louise's sister-in-law, Christine handles the invoicing and orders
for larger stores from her home in Massachusetts.  Louis and Inger have a helper for assembly, another mom in Connecticut.   And their creative
Swedish lariat line has grown to include shorter necklaces, other designs, and
bracelets.  Clearly there is a demand for
their unique style of jewelry; they are now in over 500 stores nationwide and
in the Caribbean. 

What do they love about having their own business.  Inger says, "We can still go to our kids soccer games and have the flexibility we want in our lives."  Louise says, "The entrepreneurial example we are setting for our kids is great."  She wouldn't be surprised if one of her four
children strikes out on their own after seeing how their business has succeeded. 

"It's always a balancing act between work and family but
it's all worth it."  And especially
when they saw the Queen of Sweden wearing one of their designs!

Contact: 
info@in2designing.com, www.in2designing.com

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VentureMom Tip

When you find something unique that others love, create a
business around it.