Each week, we invite a woman or a man from the Linnea Lund community to talk about their relationship with clothes, their wardrobe and how they like to mix and match our iconic, conscientious cashmere pieces. This week's #MyLinneaLund personality is Charlotta Zetterström, cinnamon roll godmother and co-founder of Fabrique, a traditional Swedish bakery and patisserie.
At Linnea Lund, we have an unconditional passion for cinnamon rolls, which we generously share with our Frukost fans. And to our great delight, it just so happens that the best kanelbullars in Stockholm are made just a stone's throw from our Swedish shop. A happy coincidence which, when we're in Stockholm, gives our Frukost a different flavour...
It has to be said that the window display with Fabrique's gold lettering immediately catches the eye and, every morning, it's the same pleasure to behold the heaps of gingerbread and other cardamom breads, and the impeccable lines of buns, cakes and other Chokladbollar made on site, in the back room, by a troop of enthusiasts guided by Charlotta and David. It was them, a loving duo, who created this place, which was snapped up very early on by all the sweet tooths in the surrounding districts.
And how can you resist the call of this artisan bakery and patisserie with its tea room feel? In fact, that's what we love about Fabrique too, the welcoming atmosphere of the place, with its stacks of books, well-chosen lights and candles in the middle of small round tables where you just want to sit all day long. And it's the same ritual every time Charlotte* visits Stockholm. She sneaks into Fabrique to indulge in one of her guilty pleasures: biting into one of the generous, mouth-watering cinnamon rolls that only Fabrique has the secret to. "They're the kings of the Swedish cinnamon roll, which is a bit like my Madeleine de Proust. It takes me back to my childhood in Sweden and the summer snacks my mum used to prepare for me. And while I love Fabrique's pastries for everything they bring out in me, I've also fallen in love with Charlotta, her career and everything she's managed to build. She's a real example of a woman entrepreneur. It's amazing how she's turned a simple cake into a huge success story," says Charlotte.
With 28 boutiques around the world sharing the excellence of the cinnamon roll between Stockholm, London and New York, Fabrique is for us a beautiful incarnation of Swedish success, both humble and rigorously authentic. So we absolutely had to introduce you to the work of Charlotta and her husband David who, like us at Linnea Lund, have an infinite love for raw, quality, sourced products, and make it a point of honour to defend the know-how that makes them so unique.
Meet Charlotta, who has set her sights on Sergio our cashmere jumper for women, in its green-forest version. A Linnea Lund wardrobe must-have, of course.
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* Charlotte Björklund is the founder of the conscientious cashmere brand Linnea Lund.
