OUR STORY - ANIELLE

Anielle was founded by me, Linnea Nyqvist, but the idea was born long before the company officially started.

Back in 2021, I began experimenting with sewing my own garments. I started with tops, moved on to dresses, and quickly realized that it was something I was both good at - and truly loved doing. It was also in 2021 that I designed the white ruffle dress, which is today Anielle’s best-selling piece. The inspiration came from a similar dress by Isabel Marant, but I saw my own version in my mind - a vision I wanted to bring to life. I created my own design, and that is the dress that is still being sold today.

My interest in fashion had been growing for several years. I loved watching fashion shows, spending hours searching for inspiration, and following other creators and designers. During high school, I started daydreaming about maybe starting something of my own, just to see where it could go. I began selling the ruffle dress on Instagram and other platforms, and quickly realized that people were actually interested. That was when the thought hit me: what if this could become something real?

After graduating in 2023, I worked on and off with logistics and distribution at TMG Sthlm and traveled a bit -but the dream of creating something of my own was always there. Building something from scratch, with my own ideas and designs, is what truly drives me. Knowing that girls wear what I create and feel beautiful in it makes me incredibly happy and grateful.

At the end of March 2024, I officially launched Anielle. And things took off -fast. Already in the first year, the demand was greater than I could ever have imagined, and every single piece was made by me.
I sewed and cut every piece myself, with the help of loved ones when it came to packing and shipping. It was intense, it required discipline and determination, but it was also incredibly fun. Especially the feeling of sending out orders and realizing that something I had created was truly reaching people.

During the summer of 2024, I released the ruffle dress in additional colors, which was also very well received. That same summer, I launched a long dress - a design I had started working on back in 2023, but which needed time to be refined before it felt ready. The inspiration came from different dresses I had saved on Pinterest, but most of all from the feeling I personally wanted to have when wearing a black maxi dress.

In the fall of 2024, I also began studying for a bachelor’s degree in economics at university. Alongside my studies, I continued running Anielle, which became a puzzle of classes, sleep, sewing, and packages that needed to be sent out. Despite the pace, things flowed - and the year ended with 288 orders. I could not have been more grateful.

In 2025, the growth continued. Orders kept coming in, especially during spring and summer when the white ruffle dress is at its peak. It was hectic to combine everything - cutting, sewing, packing, shipping, and studying - and yes, sometimes I chose sewing over exam prep. A failed exam or two later, but it was worth it. Because the feeling of seeing people wear my designs, of seeing so many beautiful girls in pieces I created entirely on my own - that feeling is almost impossible to describe.

I love creating something from the ground up, but I have also had incredible support from family and loved ones who have helped me pack, cut threads, and be there when the pace was high.

My plan for 2025 was also to release new designs, but there simply wasn’t enough time. Even so, the year ended with 380 orders - something I could hardly have dreamed of. I am incredibly grateful.

Now that 2026 has begun, I’m looking forward to launching new designs and releasing existing dresses in new colors. I’ve learned that planning is key to making everything work - especially when combining entrepreneurship with studying.

I am so grateful that I dared to go after what I love. And I am even more grateful for everyone who is following and supporting me on this journey 🤍