The Story Behind Inuti Interiors – A Journey into Intentional Interior Design

How "Inuti" Was Born – A Look Back at the First Spark

Thirteen years ago, I was sitting in my tiny university bedroom, flicking through Scandinavian interior design magazines and scribbling into a notebook that would become the first seed of a dream. I didn’t know it then, but the name Inuti would stay with me for over a decade—quietly waiting for its moment.

Inuti means “inside” in Swedish. I loved how simple and elegant it sounded, but also how it hinted at something deeper: home interiors, yes—but also inner life, inner calm, inner beauty. It felt timeless, thoughtful, and quietly powerful. Everything I hoped my future interior design brand would be.

Preparing for a house move, I was so happy to have found those old notebook pages, filled with early home décor ideas, name sketches, and Scandi-inspired brand concepts. It’s all there—notes about “Shoppe by Inuti”, a future collection for interior accessories, and scribbles around words like beauty, simplicity, and timeless design.

What stayed constant through it all was the essence of minimalist interiors with soul—something rooted in nature, ethics, and warmth. Now, all these years later, with the combined force of both Michelle and I, Inuti Interiors is here to bring that vision to life: a thoughtful interiors brand focused on creating calm, beautiful spaces with intention.

Whether it’s a full interior design project, or simply sourcing those perfect furniture pieces to bring a room together—Inuti is about more than aesthetics. It’s about how a space makes you feel.

Thanks for being here at the very beginning. There’s so much more to come.

Gemma x