While her full name might not ring a bell, Emma Fexeus is THE Emma behind Emmas Designblogg – One of the most popular blog about interior design out there. She started as decorating assistant at a magazine, and needed a place to store all the information about the things she liked. That’s when she created Emmas Designblogg. Five years on and 1367 posts later, her blog sometimes attract over 10 000 visitors a day.

From her home in Sweden, she answers some of our questions.

How did it all started?
I started the blog 5 years ago when I was working as a decorating assistant at a magazine. I got so much information about new and exciting design every day that I needed a place to store it, and felt that a blog would be a good place. The readership grew pretty quickly, and the blog turned into more of a place for me to share inspiration and connect with likeminded people.

Any special projects at the moment?
I am getting the blog redesigned, and I have no idea of what it is going to look like yet! I have a few ideas in my head, with some new functions and a fresher look. We’ll just have to wait and see what the result will be like…

Best thing about being a professional blogger:
The best part is that I can manage my own time and work whenever I feel like it and have the time! The next best part is the fact that I get to drool over gorgeous interior photos all day long.

You, in three words:
Shy, chocolateloving thinker.

What inspires you?
Anything and everything. I often find inspiration in unexpected places, like the pattern of a spiderweb in the woods, or a colour combination seen on an old lady in the street. But of course my inspiration can also come from photographs, magazines or places I see.

How would you describe your style?
Clean and rustic, minimal and cozy. I like a white base and contrasts in black, grey and brown. More texture than pattern, even though some stripes or triangles are always nice.

Best thing(s) about Scandinavia:
The design coming from here, of course! I love the fact that when a new restaurant, café or shop opens here, more often than not it looks great! When you walk the streets in any of the capitals in Scandinavia you see more beautiful than ugly stuff, so you can’t help being inspired and influenced.

Favourite designer/architect/artist:
It’s got to be the Eames couple. They were so amazingly talented! But if I have to pick someone from Scandinavia I have a very hard time picking just one, because there are so many talented people out there. But some of my favourites are Anna Kraitz, Anna Irinarchos and Front.

Best design piece you purchased?
I don’t own many designer pieces, but the bird light from Chen-Karlsson is one of my favourites.

On your wish list:
Eames chairs, a huge farm table, and a new home.

Best address-book secret:
Oh, since moving to the countryside I very rarely have the opportunity to just walk around in the city to discover all the lovely hidden spots. But the vintage store called Brandstationen on Södermalm in Stockholm is a great place! They always have exactly what you are looking for, and of course some more stuff that just begs to be bought and brought home…

Scandinavian tradition(s) you love:
I’m not much for traditions really. But I love our “fika” tradition! Swedes can sit for half a day, just sipping coffe and chatting, and noone thinks that is the least bit strange.

Favourite travel spot:
Amsterdam. I fell in love with the city a few years back, and I would jump on the next plane if I could. To me Amsterdam is the perfect place. It’s full of beauty, freedom and creativity, what else could one ask for?

You, in five years:
I imagine myself living in a nice apartment close to the city with all of my children, perhaps with a part-time job as a decorator.

Photos: Emmas Designblogg