Inspiration

Founder’s Story: Emma Israelsson

Founder's Story

Emma Israelsson created her jewellery line, which gratefully goes under the same name, seven years ago. She founded her business with great passion, a clear vision and a deep desire to build a business that matters. In addition to inspiring women around the world, she emphasizes the importance of sustainability during production along with giving 10% of business profits to carefully selected charities.

Have a look inside our shoes!

Innovation

Let us give you an insight to our world patented insoles, and share with you what we do and why we do it. Peter Hedström, orthopedic technician and co-founder, tells us about how the Stinaa.J insole is made.

A word with the expert: Peter Hedström

Let us inspire you!

He's the man behind our world patented insole and has been with our brand since day one; our very own orthopedic expert Peter Hedström. Here he shares his journey from working with the world's top athletes to working with developing high heels to prevent pain and injury in women. Find out where his passion for treating the human body started, as well as how he plans to bring Stinaa.J to all the women of the world.

All Founder's Story Innovation Let us inspire you! Moments News Studio Experience

A collection of interviews with successful entrepreneurs to inspire you.

Let us share the story behind our patented innovation, styling tips and how Stinaa.J was born with you. This page is meant to invite you into our universe, for you to learn more about how shoes are created and why we would like to see a change in the industry. We’re eager to overall inspire you in your everyday life. So, sit back, feet up and let’s dive right into it! Read our general guideline on how to pack for your next trip, how to build the perfect shoe wardrobe or why we chose NASA materials as the foundation for our world patented insoles.