Meet Josefine Persson

For this installment of our interview series we sat down with our favorite go-to photographer, Josefine Persson. If you follow us on our social media you have most definitely seen her photographs. In this interview, Josephine shares how a trip to LA became her first stepping stone into becoming a freelance photographer, and why she recommends everyone to study self development. Find out her simple tip for others wanting to start their own business (hint: it's only two words)!

Josefine Persson, by Stinaa.J Josefine Persson, by Stinaa.J

So tell us Josefine, what is your story?
I have always been interested in photography, but somehow I didn’t really aim for a career within that while growing up. Actually, it wasn’t until 2016 when I took a long leave of absence from work to visit my friend in LA for two months that things started to change. In a new country with so many new perspectives and all this free time, I was able to look at my life in a way I had never done before. Being so far away from my home in Sweden gave me the distance I needed to get an outside perspective on my life there. Luckily, I had brought my camera with me to LA and so I decided to once and for all find out whether this was something I was willing to work for. I really made it my main focus.

Is it fair to say that you made a job out of your passion?

Was it an easy decision to start your company?
It turned out to be a pretty easy decision for me since I started small. In the beginning I kept my job while working with freelance photography on the side which enabled me to still have a sense of economic security. I think that can be especially important for young people, if you’re worried about not being able to make ends meet.

Josefine Persson on location, interview by Stinaa.J

What was your greatest fear?
Personally, my greatest fear was to truly believe in myself. I didn’t really think I would be able to manage creating this dream for myself, so when I actually made the final decision to take a leap of faith and be on my own it felt like a huge step. In retrospect, it’s the best decision I’ve ever made.

What was the factor that made it go from an idea to a reality?
I would say it was all about self development. At the same time as starting my freelance business I started to also study self development, and I think it came to me at the perfect time. I am constantly recommending it to everyone, but I’m sure it helped me raise my awareness about a lot of things I needed to look at. So that helped me a lot.

What is the best part of your job?
Simply put, I get to be creative every single day. Also, that I meet so many inspiring people through my work.

What is your best tip to others thinking about starting their own business?
My tip is so simple, yet so important: just start. Start with something or anything, even if it feels pointless at first. Don’t wait for the perfect time, or a specific amount of money, etc. Just start where you are right now and take it from there. You can do it!


This interview series is created to empower and emphasize female entrepreneurs and to tell their stories in their own words. If you want to see more of Josefine, follow her instagram where she shares what she is working on, or check out her creative agency Stockholmarbella! If you have any questions or thoughts you would like to share, don’t hesitate to contact us at

Foto: Josefine Persson

Modefoto av Josefine Persson by Josefine Persson by Josefine Persson