Hailing from Sweden but making her mark in the heart of New York City, Matilda Ivarsson, along with her partner Yasmine Mansson, co-founded the PR agency STHLM-NYC. Their mission is to facilitate the entry of Swedish entrepreneurs and brands into the bustling U.S. market. As they’re about to triple their client base and revenue by year’s end, the question on everyone’s mind is, how did they achieve this remarkable success while competing with hundreds of well-established New York agencies?

Boasting nearly a decade of experience on both sides of the Atlantic, Matilda’s journey is nothing short of impressive. She served as the Head of Communications for The Museum of Spirits in Stockholm and has collaborated with an array of renowned clients, including industry giants such as L’Oréal, the esteemed 5-star Boston Harbor Hotel, celebrated names like Glendalough Whiskey, and artists of international acclaim, such as David Shrigley and Bertil Vallien. Her portfolio also includes works by iconic artists like Andy Warhol, Keith Haring, and Frank Bowling. She has notably secured international press coverage for her clients in distinguished publications, such as The Wall Street Journal, Elephant Art Magazine, ARTnews, and more.

Matilda is, as some would describe, “a third culture kid” who has led a life that transcends borders, having called different countries home since the tender age of 4. Fluent in three languages by the age of 7, she pursued her education at Suffolk University in Boston and completed her Master’s in Strategic Communication at Columbia University.

In an exclusive interview, The Urban Watch sat down with Matilda to delve into her unique perspective on the Swedish and New York markets, exploring the nuances of communication in both and uncovering the secret to her newfound success.

What’s the biggest challenge you’ve faced?

I’ve been privileged to live in many different places around the world, which enriched my experiences and broadened my perspective. However, it has also posed a challenge for me – finding a sense of belonging. I am grateful for the many years I’ve spent in the U.S. and the sense of belonging I feel here.

My dad is an entrepreneur, so we moved around often, crossing continents and countries. I was trilingual by the age of 7. When I was 4, we relocated to Paris for three years. It was challenging to assimilate into the French community. I remember being told that I couldn’t play with a French girl because her father said, “My daughter doesn’t play with immigrants.” Then, we moved to a suburb of Boston for another three years. The town was incredibly welcoming, but it was a small, sheltered community, not particularly fashionable. Later, we moved to a small ski town in Northern Sweden. However, the most challenging move was returning to Stockholm when I was 12. In Stockholm, children grow up faster. Girls used to ask for a Louis Vuitton bag for Christmas because that’s what they carried to school. I am Swedish, but I felt like an outsider in my own country. This kind of lifestyle made me desire constant movement. After high school, I returned to Paris to continue my language education and then to Thailand to volunteer. Then, I earned my Bachelor’s degree at Suffolk University in Boston before returning to Sweden, where I stayed for a few years.

Do you still feel like an outsider in Sweden? Would you like to go back to live there? 

I no longer feel like an outsider in Sweden because it has become more international since high school and is much more open. I have developed a much deeper appreciation for Swedish traditions and culture than I had when I was younger. While I will likely be based in New York, where I have found my home, I also want to take a long Christmas break in Sweden and stay there for two months during the summer. Additionally, I have my Swedish community here in New York – I attend a Swedish church and serve on the board of The Swedish Women’s Educational Association in New York (SWEA).

When did you discover your interest in PR, and how did you foster it? 

My undergraduate degree is in PR and Marketing. My first job was at 451 Marketing in Boston, and it was there that I realized I had found my calling. It was an incredibly rewarding experience, working alongside some of the best professionals in the business, and I quickly learned how to deliver life-changing results for my clients. I excelled in this field, which allowed me to advance rapidly. The positive feedback from my superiors solidified my belief that this was the right career path for me. Witnessing the impact that PR could have on clients and seeing them shine and their businesses take off inspired me to strive for expertise in this field.

While with the 451 Marketing Hospitality PR Team, we successfully launched Glendalough Whisky in the U.S. through five events in key cities: Boston, New York, Chicago, Atlanta, and Philadelphia. I played a significant role in planning each event from our Boston location and managing the budget. The outcome was full houses at each location and national press features, marking it a major success.

How do PR practices differ between New York and Sweden? Are there any unique challenges or opportunities in each location?

The U.S. is a little more ahead of the curve than Europe. There are lots of new trends and a lot of media activations that weren’t used in Sweden back when I worked in Boston.

In New York, we have more creative freedom. I believe this is due to the city’s diversity and intense competition. In Sweden, PR professionals are more likely to follow the norm –I witnessed that when I worked as Head of Communications at the Museum of Spirits in Sweden. Before, they used to outsource their PR and Events planning, but I brought it in-house. The museum was turning 100 years old, and I was tasked with planning the opening of the exhibition “Champagne!”  In my first month there, the CEO gave me a budget and told me to plan a party with one thousand people. I applied everything I had learned in the U.S. to that event. 

For example, I wanted to set up a photo booth, which wasn’t a common practice in Sweden in 2017. My boss at first was against the idea, but I ended up convincing her. So, we got a photo booth with fun prompts. When people shared the photos from the booth on social media, it got like 30 thousand impressions in 24 hours – it was a very successful event.

I also secured sponsorship from every possible champagne brand, even those that typically didn’t sponsor.

Sweden is very innovative in tech and fashion, but we are catching up with communications – there’s still a hesitancy to stand out and break away from traditional norms.

Certain marketing activities were obligatory for an exhibition, such as placing advertisements on large light poles. These poles were city-owned and exclusively reserved for cultural institutions. Therefore, a substantial marketing budget was allocated for this purpose rather than social media marketing.

It’s increasingly hard for brands to get press in the U.S. What are some key things a brand needs to get organic media attention? 

The nicest compliment I got from my Swedish CEO at the museum was, “She’s relentless but unpretentious.” I have no problem going after reporters time and time again. Research is key because you shouldn’t be pitching the same story to 100 different journalists. You have to get to know the journalist and make sure that whatever you’re pitching perfectly aligns with what they cover. 

When pitching, a story is key. It doesn’t have to be as complicated as people think. One thing I’ve learned through a decade in this profession is the simplicity of writing: a simple story with one main point when pitching. The more well-written the pitch is, the better chance it will be published. Give them a headline – it will make their job easier. 

In the U.S., there’s a lot of room to fill for journalists. If you can become a trusted partner, give them the stories and the scoops–  you essentially do some work for them. Here, journalists get hundreds of emails daily, and it’s all about cutting through that noise. 

I’m so excited to say that we have two TV opportunities in the works for our clients. One of them will be featured on CNBC. Our jewelry client also got a feature in Brooklyn Paper. 

Podcasts are highly effective for clients with new, complex products. On a podcast, they have more airtime to share their story and explain the product. TV opportunities are more reliant on connections. The choice of medium depends on what you’re pitching.

What’s the accomplishment you’re most proud of? 

The accomplishment I’m most proud of is the opening of the exhibition “The Future of Food & Drink” at the Museum of Spirits, which Swedish Prince Carl Philip himself inaugurated. I was responsible for planning and executing the marketing strategy, as well as handling all PR and event coordination for the opening. The exhibition, which premiered in February 2019 at the museum, was the first of its kind. We presented 100 years of food trends in three segments: the past (1950s), present, and future (2050). Examining the impact of food consumption, shipping, and agriculture on the environment, along with the changing trends, was incredibly intriguing. To date, it remains my most successful opening. On the opening day, we received national coverage on “Good Morning News,” TV4 Nyhetsmorgon (Sweden’s equivalent of Good Morning America or the Today Show), in national newspapers like Dagens Industri (Sweden’s equivalent of The New York Times), and on national radio, in addition to hundreds of mentions across various media outlets and social media.

Tell me about how you founded your PR agency STHLM-NYC. 

That’s my other biggest accomplishment! We’ve experienced rapid growth and are on track to triple our clients and revenue by the end of 2023. It’s been a whirlwind, but I always had a sense in my mind that I would start my agency; I just thought it would happen when I was around 45, not in my 30s, haha.

Since moving to Sweden, I have been taking on clients for PR projects and kept getting a lot of requests from companies and agencies about freelancing. So this was meant to be.  So this was meant to be. 

I grew up with an entrepreneur dad and an older brother who now runs a successful SaaS company. I learned a lot from them and was inspired by their journeys.

I met Yasmine, my co-founder, who is also Swedish, here in New York. We both served on the board of SWEA and met in January of this year at my first board meeting. We were both consultants then and realized we shared similar experiences, so we decided to take the leap and start our agency.

How does STHLM-NYC stand out among the many other PR agencies in New York? 

There are hundreds of PR agencies in NYC, and it’s hard to compete, so it’s crazy that we’ve grown as fast as we have, but I think it’s because we found a great niche. We specialize in helping Swedish entrepreneurs, brands, and companies enter the U.S. market, with a concentration in New York. 

We are very proud and confident of what we offer. Some companies help Swedish companies in NYC, but none help with communications– I realized this when I was working at the Swedish American Chamber of Commerce in NY. It was a great experience that made me realize that I want to work with Swedish brands and people in the U.S. I’ve been in the U.S. for 11 years and have a deep understanding of how things are done here and how I can help Swedish entrepreneurs. And Swedes need to understand that New York is very different from, let’s say, Texas, Florida, and other states. New York comprises thousands of market segments, and one must identify their target audience, understand their demographics, and so on. For instance, does the target customer prefer shopping at Whole Foods or Trader Joe’s?

I’m proud to be Swedish and offer my local expertise in the New York market. 

Sweden is always advertised as the happiest country in the world and the most gender equal. But we are not good at talking about ourselves! And in New York, you need to be good at talking about yourself and knowing your worth. That’s where we come in–  helping our clients find their voice and tone is very exciting. 

We are currently working with some Swedish legacy names like Orrefors & Kosta Boda, a legacy glassware and glass art company. Kosta Boda was founded in 1742 by two governors and former generals from King Charles XII’s army. They’ve been selling in the U.S. for many years as well – places like Neiman Marcus and Nordstrom. However, we are helping them target younger audiences through out-of-the-box social media and guerilla marketing campaigns. 

Do you have any American clients? 

Yes, we do! We have a couple of American clients, including the jewelry brand Burkindy and Matthew Sawyer’s USAccelerator. Matthew Sawyer is a go-to-market strategist specializing in helping companies launch in the U.S. He recently published his first book, “How to Make It in America,” and we are assisting him with PR.

What are the essential elements that modern brands must possess to distinguish themselves in the market?

They need to have outside-the-box ideas and an open mindset. Ethics are also critical. The terms “PR stunt” or “spin” often have negative connotations because people associate them with putting a positive spin on something negative. For example, when a brand is engaged in “greenwashing” or handling crisis communications poorly.

An authentic brand is crucial. As PR professionals, we often serve as a check for our clients, helping them ensure their authenticity.

At our agency, we have a strong mission. We believe that every human being is brilliant in their own way, and we aim to help their brilliance shine.

Yasmine and I have a strong ability to connect with people, and we require a genuine connection with our clients. If there’s something that doesn’t align or if we don’t believe in what they offer, we won’t take them on as clients. It needs to be a mutually beneficial match.

We research our clients beforehand to ensure that we can fully support what they’re selling. After all, we become their ambassadors and put our reputation on the line.

Transparency is always very important. We need to know if there are any skeletons in the closet because we need to be prepared to handle any crises.

Talk about the pros and cons of working for yourself vs. working for someone else.

When considering the advantages and disadvantages of working for yourself versus working for someone else, there are several key points to remember. When you work for yourself, you have the freedom to explore limitless opportunities and have the power to allocate your time to the most valuable and essential aspects of your job or business. This freedom can also lead to a broader range of creativity, allowing you to express your ideas and concepts uniquely. However, there are challenges, as you must establish a clear vision for your contributions and take the initiative to start your own company, which can be demanding.

Another difference between being employed and running your own business is that you must be closely connected to your passion. In my case, I’ve discovered that my passion isn’t confined to a single industry. So, our client base spans a diverse spectrum, ranging from an exceptionally talented jewelry designer to tech innovators like Howwe Technologies. Our passion is effective and creative communication, no matter what your product or service is. 

On the other hand, working for someone else can be an incredibly educational experience, providing you with valuable insights and skills you might not have gained otherwise. I owe much of my knowledge and growth to my work experience, as it has allowed me to learn from successful entrepreneurs and develop a deeper understanding of what it takes to succeed in the business world. However, working for someone else can come with limitations, as you must often follow someone else’s directives and adhere to their established structures. Ultimately, choosing between working for yourself or someone else depends on your goals, ambitions, and preferences.

What are some emerging trends in the PR industry that you have observed in both locations?

I love guerilla marketing campaigns! Guerilla marketing is a strategy marketers use to create hype through word-of-mouth marketing with hopes of going viral. Using unconventional marketing techniques, you do something no one has before. For example, the hit show “The Walking Dead” did a guerilla marketing campaign where actors were made up to look like zombies and placed below a grate in Manhattan’s Union Square. Pedestrians who stepped near or above the grate were met with zombified hands and arms reaching up from the ground below them. 

UNICEF did a guerilla marketing stunt before where they put dirty water in vending machines. For a $1 donation to UNICEF’s cause, New Yorkers received a nasty bottle of brown water, as well as some important facts about the water crisis. A $1 donation could provide a child with clean drinking water for 40 days, they said. I also try to implement guerilla marketing when I can. 

People today are very tech-savvy, and brands quickly embrace trends, like being among the first to join Clubhouse or Meta’s new platform, Threads. You either become an early adopter or find fun and engaging ways to connect with your customers.

Since COVID-19, people have been yearning for human interaction, even though so much remained online after the pandemic. If brands can play a role in bringing people together, connecting them, and engaging with human emotions, that’s a beautiful thing. Guerrilla marketing will always remain relevant.

In 2018, we organized an exhibition for visual artist David Shrigley at the Museum of Spirits in Sweden. He was the museum’s most significant artist to date. His exhibition featured 12 nine-foot-tall inflatable swan-like sculptures, also available in a smaller format suitable for pools and sold as merchandise. On the opening day, we arrived at the museum at 5 a.m., inflated 12 smaller swans, and placed them in fountains across Stockholm. This allowed people jogging, walking their dogs, or commuting to work in the morning to see these floats throughout the city. If they posted on social media and tagged the artist and the museum, they received free entry to the exhibition. This put a smile on many morning commuters. 

Another prominent trend that’s hard to overlook is AI. However, AI cannot replace humans. It can enhance time efficiency and overcome writer’s block, but it cannot compete with the human brain and interaction.

Can you share a challenging client situation and how you resolved it?

One challenging client situation I encountered involved working with a large enterprise tech organization, which was a unique experience for me as I had previously worked with a diverse range of clients but not within such a massive enterprise context. Their forward-thinking approach was so cutting-edge that the public and media had no prior knowledge or established schemas to reference in their communication. This required us to employ a higher degree of innovative and creative language when engaging with the public, as our objective was to usher the stakeholders into an envisioned future seamlessly. To overcome this challenge, we took the initiative to provide stakeholders with a glimpse into the future of technology, bridging the gap between their pioneering ideas and the wider audience’s comprehension. This approach helped us successfully navigate the communication hurdles and maintain a constructive client relationship.

What’s one piece of advice that you’d give to an entrepreneur who wants to bring their business to the U.S.?

If you’re an entrepreneur looking to expand your business to the United States, there’s a critical piece of advice I would offer: thorough research and preparedness. The U.S. market is incredibly diverse, encompassing various cultures and regions, each with unique preferences and nuances. Recognize that successful entry into this market may require different strategies depending on whether you target a specific market segment or a geographic location. The potential for growth in the U.S. is immense, with a vast and dynamic business landscape that is highly competitive and entrepreneurial-friendly. With the right approach, the sky is truly the limit, but it’s essential to approach your expansion with a well-informed and adaptable strategy to make the most of this opportunity.

What advice do you have for aspiring PR professionals?

For those aspiring to a career in public relations, several key pieces of advice can pave the way for success. Firstly, prioritize networking, as your connections can be invaluable in this field. Maintain a dynamic and growing network of industry professionals, ensuring it remains fresh and relevant to your goals. Additionally, never underestimate the power of your writing skills. Continuous practice and improvement in writing are essential, as it’s a core component of PR work. Furthermore, don’t neglect the importance of reading. Staying well-informed and up-to-date with current events, trends, and industry news is crucial for effectively navigating the ever-evolving world of public relations.

Future plans and dreams? 

Given the significant growth we’ve experienced, we are on track to triple our revenue in 2023, and we’re optimistic about expanding across the Atlantic soon. We plan to open a second office in Sweden, as we have received inquiries from American organizations seeking assistance expanding to Scandinavia.

Check out STHLM-NYC agency! Follow them on Instagram or connect with Matilda on Linkedin.

The post Meet New York’s Acclaimed PR Star: Matilda Ivarsson appeared first on The Urban Watch Magazine.

The recent Chapter 11 bankruptcy filing by Rite Aid, one of the nation’s largest drugstore chains, has raised concerns about the potential impact on the mass-market beauty industry. 

Rite Aid, with its sales of $24.1 billion across over 2,300 stores, had set itself apart from competitors by offering a diverse range of beauty brands, including indie lines not commonly found elsewhere. These efforts to diversify its beauty assortment were part of a strategy to remain competitive and relevant in the evolving retail landscape.

The efforts were not enough to stave off filing for Chapter 11. “It was always a matter of when, not if, Rite Aid would file for bankruptcy,” said Neil Saunders, managing director of GlobalData, in a note to investors. “The company has been deep in the red for the past six years, notching up combined net losses of $2.9 billion. It also has $3.3 billion of long-term debt sitting on the balance sheet, which, during the last fiscal quarter, cost it some $65 million to service. Its assets exceed its liabilities by $947 million — a figure that seems to constantly widen. Against this financial backdrop, Rite Aid simply isn’t a viable entity: it is basically running on the fumes of cash it generates in the day-to-day business.”

In 2020, Rite Aid unveiled a wellness-focused beauty department featuring indie brands, a move aimed at attracting health-conscious consumers. The inclusion of brands like Doll Face, Kokie, Essano, and Ella + Mila expanded the mass-market beauty offerings, catering to a broader range of customer preferences. Rite Aid’s stores in rural areas also remained a reliable source for traditional mass-market brands such as L’Oréal, E.l.f., CoverGirl, Wet ‘n’ Wild, Sally Hansen, and Revlon.

Despite these efforts, Rite Aid struggled financially, posting net losses of $2.9 billion over the past six years and carrying $3.3 billion in long-term debt. The company’s inability to maintain financial viability eventually led to its Chapter 11 filing. The opioid lawsuits looming over Rite Aid added further pressure, with potential settlements estimated to cost the company around $1 billion. In comparison, industry giants like Walgreens and CVS, with their substantial resources, could manage settlements of approximately $5 billion each to resolve similar lawsuits.

Rite Aid secured $3.45 billion in new financing from certain lenders to support its operations during the bankruptcy process. The chain is expected to close some of its stores, potentially up to 500 locations. While the situation poses challenges, industry experts believe there is still a need for a third major drugstore chain in a highly consolidated industry.

From a beauty perspective, consumers can turn to alternative outlets if Rite Aid stores close. Major retailers like Amazon, Ulta Beauty, Ulta at Target, and Sephora at Kohl’s offer convenience and opportunities for discovery. CVS, Walgreens, and Walmart are also expected to benefit from the shift in customer purchasing behavior.

Despite the challenges, some hope that Rite Aid will maintain a core of stores that can continue to support smaller beauty brands. Rite Aid’s loyal customer base appreciates the convenience and service the chain provides. Its beauty departments, known for their strong nail sections, have become destinations for consumers in smaller markets. These sections rival those of upscale beauty retailers, offering emerging brands an opportunity to establish their presence.

While Rite Aid’s future remains uncertain, its unique proposition and reach across rural areas are factors that could shape its path to recovery. The company’s challenge will be to maintain relevance and compete effectively in the ever-evolving retail landscape, even as it grapples with financial difficulties and the changing retail industry dynamics.

The post Will Rite Aid’s Bankruptcy Affect the Beauty Industry? appeared first on The Urban Watch Magazine.

Bottega Veneta has unveiled the Accademia Labor et Ingenium, also known as the Academy of Craft and Creativity, as part of its ongoing dedication to preserving traditional craftsmanship. The Italian luxury fashion house has a long history of exceptional leatherwork and craftsmanship, which has been a prominent feature of creative director Matthieu Blazy’s collections.

The newly announced Accademia Labor et Ingenium will be situated between Bottega Veneta’s atelier in Montebello Vicentino and the brand’s manufacturing site in Povolaro Dueville, both located in Veneto, the region where the house was originally founded. The academy aims to pass on and further develop the brand’s longstanding association with craftsmanship.

Each year, the academy will welcome 50 students, and upon program completion, Bottega Veneta will offer employment guarantees to its graduates. The curriculum will be overseen by five master artisans from Bottega Veneta, and the academy will also provide mentorship for existing employees in upcycling and reskilling. Additionally, it will collaborate with local partners to celebrate the broader craftsmanship of the Veneto region, fostering exchanges such as the ‘masterclass’ with Università Iuav di Venezia, titled ‘The Artisanal Creative Process: Training Course in Bag Design & Product Development,’ which began on October 16, 2023.

Bottega Veneta aims to ensure the passing of craft knowledge across generations and safeguard its unique savoir-faire. Ruggero Negretto, one of the brand’s long-serving employees and part of the master artisan teaching team, expressed:

 “It’s a great honor and responsibility to pass on this unique knowledge to a new generation and continue the great tradition of the bottega in all its community, creativity, and cultural heritage.”

Ruggero Negretto

Leo Rongone, Bottega Veneta’s CEO, emphasized the strategic importance of the Accademia Labor et Ingenium, stating, “Exceptional craft and creativity are essential to our brand and to the heritage of our home region in Veneto. With the Accademia, we take the collective ethos at the heart of Bottega Veneta to a new level, building on our rich history of skill-sharing and innovation to nurture the artisans of the future.”

The post Bottega Veneta Opens a School for Artisanal Craft appeared first on The Urban Watch Magazine.

1. Ginny and Caro

After being in great careers within large companies for over 20 years, Ginny and Caro decided to quit and start a new life where they could better spend their time serving their communities with wild food.

Inspired by “fruits, nature and culinary heritage” they built Wild at Heart Foods in 2011, a start-up that manufactures and sells traditional homemade accompaniments for meats and cheeses.

“We realized wild things had became very trendy but people were scared to pick things for themselves, and we wanted to help people eat wild things,” says Ginny while she kindly offering me a cracker dipped in their new wild garlic mayonnaise.

Their range of products includes natural and wholesome chutneys, wild garlic pesto, mayonnaise, relishes, preserves, jellies and fruit cheeses. You can buy their products at Lakeland, Selfridges or online.

2. Froosh

Inspired by everything fruit; Froosh specialize in 100% fruit bottling and nothing else. All natural fruit smoothies with no additives, no sugar and not from concentrate.

Froosh Smoothies is an independent Swedish company with more than 60 percent market share in Scandinavia. According to their website, Froosh Smoothies “give consumers a convenient, delicious and healthy way to get more fruit into their diet and make it a little easier to live a healthy life.”

After being offered a sample of the Starfruit &Yuzu, I could taste the ripeness of a mix of tropical fruits as if just freshly squeezed off the trees. A must have for healthy eaters and drinkers who want to save time and effort with an instant smoothie.

Among their combinations are mango and orange, pineapple, banana and coconut, blueberry and raspberry, and orange, carrot and ginger. Plus there are fruits you’ve never heard of, like Yoozo – a citrus fruit from Japan. The complete range can be found here.

Find Froosh in specialty retail stores like whole foods and Harvey Nichols or contact them directly at info@froosh.com

Froosh not only specialize in award-winning smoothies but also in helping developing nations. They base their business on the trade not aid concept. “We want to purchase products which come from the developing countries and bring them out of poverty by buying their products,” says Christian Iönne, Froosh’s Export Manager who’s bringing a new definition of healthy smoothies to the UK market.

3.  Pulsin

“We started off just making energy balls in one of our mums’ kitchens in Gloucester; replacing bad confectionary snacks with healthy foods,” Andrew Powell, Business Development Executive at Pulsin says.

Tired of looking for an all natural and all healthy snack? Be tired no more – a protein bar from Pulsin will ensure you are stocked with enough energy for a hectic day. According to their website they use the best quality, natural non GM or ingredients, shaving minutes off your next healthy snack search at the food store.

They make a wide range of plant-based protein bars that promise to “give you sustained energy release, strengthen your immune system, make you feel fuller for longer, support healthy body function, boost your brainpower and enrich your life.”

But that’s not all. The good guys at Pulsin didn’t forget about the next generation, and have created a variety of delicious, healthy bars for kids. Also if you are a busy gym goer and want a quick whey protein boost during a golden hour, Pulsin have got you covered with their muscle recovery drink

Check their website to buy directly or go to Wholefoods or Planet Organic.

4. Nomnom Chocolates

What does it take to turn an old deserted factory into a successful business? A team of youngsters all under the age of 25 have built a start-up around their passion and favorite snack: Nomnom Chocolates.

“We like our confectionary bitter and our companies sweet which is why we want our little company to be owned by the people that enjoy our chocolate,” Liam Burgess, Nomnom Founder says.

These guys are so dedicated that everything is done by hand, from blending the best cacao beans in the world to even the wrapping. The bars are hand wrapped individually in a golden thin foil to seal ridiculously good chocolate.

After a taste of the orange marmalade filled chocolate; I couldn’t help but finish the whole 110-gram indulgence in under a minute.

Order today here or on Facebook, for yourself or someone you care about. The taste will take you to another level of chocolate consciousness.

5. Dark Woods Coffee

Particular about your morning coffee? Ever thought about having a relationship with coffee that isn’t via Starbuck’s or Costa? Have you wondered what separates good coffee from real good coffee? Dark Woods Coffee does exactly that.

“When we started, we wanted to go down the middle. Mid roast designed to have the freshness and fruitiness of quality coffee, which would work better with milk but not a roast so dark as to destroy the character of the coffe,” says Paul Meikle-Janney, Managing Director, who has been making coffee for 18 years. While he brewed me a long black expresso, the smell was so good that I’d picked up a bag of the Good Morning Sunshine blend before I’d even tasted it.

In London Dark Woods coffee can be found in Harrods. It’s also available in lots of farm shops and can be purchased online.

6. Olly’s olives

One of the most enthusiastic people I met at the fair was Oliver Hiscocks. He quit his full time job and founded Olly’s olives,  admitting “I am an absolute olive fanatic.”

His daily passion for olives starts at 6 a.m. in the morning  when he gets up, heads to the production unit, gathers the olives and marinates them all by himself with no additives, preservatives or chemicals. He just makes “natural olives in fresh and flavorsome marinades.”

Olly wants to revolutionize the way we incorporate olives in our daily eating. “I was bored with olives and someone needed to jazz it up, shake it up and help olives achieve 100 percent of their potential,” says the 24-year-old entrepreneur.  He offers six different flavors – Fiery Chili, Garlic & Basil, Sweet Ginger with Chili & Spring onion, Gherkins & Pesto, Silverskin Onions & Vinegar, Honey & Lemon.

“Olives have been around for centuries and those Ancient Greeks didn’t have any chemicals at hand to quicken the process. We are following in their footsteps to make sure our olives are produced in the most natural way possible. This not only looks after them but also gives you the best tasting olives,” adds Olly.

Try a box today and don’t blame me for the addiction; blame the maker.

7.  Upwards!

Upwards! provide amazingly scrumptious, all natural gluten-free calzones oozing with delicious fillings wrapped in a perfectly crispy pizza base. The innovative packaging means they can be freshly heated from frozen, becoming crisp and crunchy in just 3 minutes flat.’ So says Geoff Hunt, Upwards Founder.

There are four indulgent flavors to make your on the go snacking experience one to remember: Hunter’s Chicken packed with olives, garlic, peppers and onions.  Greens & Grains with Kale, spinach and cream cheese. Margherita plus with tomatoes, peppers, garlic and onion. Lastly, for the sweet toothed – and my personal favorite, Hazelnut & Creamy Chocolate.

The product is about to hit the market, and you can order by contacting Geoff on geoff@upwardsfoods.co.uk or visiting Upwards Foods.

8. Nina Bakery

While cruising around the many food and drinks stands, I lay my eyes on Nina Bakery, producers of authentic stone oven Pita bread from Israel since the 1930’s.

The fresh smell was present all around the stand and I couldn’t resist trying the artisan six centimeter pita filled with cream cheese and strawberries. “Our pitas are baked according to a special slow baking process in authentic stone ovens. Both this and an old, well kept family recipe provide the most delicious pita,” a young Israeli lady at the stand tells me.

After the bread is warmed it’s so easy to cut open by hand, – no need for a knife. The bread is also firm and won’t break easily, meaning you can fill it with as much as you’d like.

The bread comes in many different shapes and sizes. “If you would like to provide your customers with an artisanal product, slow baked in a stone oven, with the best quality entirely natural ingredients, for almost 80 years according to a family recipe, you should have them experience the Nina pita” says Marlies Wolters of Nina Bakery Europe. For more details visit www.ninabakery.eu

9.  Poptang

Staying in on the weekend and watching the latest hit on Netflix? Grab some of the new – and only, tangy popcorn on the market. Poptang, a tangy, fruity flavored and yummy popcorn.

Currently Poptang comes in two delicious flavors – orange and apple, both in 20g and 70g packs. You can find them in major supermarkets but be warned, they’re surprisingly addictive!

10. Tyga

Fan of Indian food? Want to create authentic dishes yourself? Then order the new meal kits by Tyga: Beautiful spice and paste blends posted to your home so you can cook up delicious curry recipes with half the faff. Just add a few fresh items.

The recipes change every month and are created, inspired and infused by Matt Griffiths and his wife, who love everything Indian.

Matt likes to keep things simple. By following the 3 steps below, he promises to up-skill your cooking experience.

The idea is:

• Tyga chefs create mouthwatering recipes using authentic ingredients
• The ingredients are smartly packed in Tyga spice boxes and delivered to your door
• Then they’re prepared by you. Just add a few fresh items and follow the chefs at Tyga.tv

Follow their latest recipes and watch training videos on their Facebook page.

Edited by Sarah Huntington

The post 10 of London’s Most Creative Entrepreneurs Share Their Stories of Success appeared first on The Urban Watch Magazine.

Like so many young people in New York City, Patrick Alicki and Evan Solomon hustle every day– they’re full time students at Fordham University, they work, they intern, and they run their own business. How do they have time to do everything?

Mark Zuckerberg co-founded Facebook in his dorm room at Harvard and then dropped out to focus on the site. Steve Jobs started Apple from his basement with $1,250. Solomon and Alicki created their brand JackRabbit when they were sophomores in high school in Connecticut.

Now they are not only best friends, business partners, but also roommates. How don’t they get tired of each other?

Where did the inspiration for JACKRABBIT come from?

We were interested in streetwear and started making t-shirts for ourselves using iron-on designs when we were sophomores in high school. This process progressed into us making our own clothing brand, along with being inspired by other young brands starting up at the time. JackRabbit released its first pieces in the fall of 2012.

If you had to describe yourself (and the brand) in three words it would be…

Pat: Dr. Pepper enthusiast

Evan: sports, politics, rap

JackRabbit: the next thing

What’s the meaning behind the brand’s name?

The name did not initially have as much meaning as it does now. We picked JackRabbit because it represented an animal and allowed us to add in elements of nature into the brand. The rabbit is one of our most used design elements. As the brand has grown JackRabbit has encapsulated a lot more themes and ideas. The name means something now.

What’s inspiring you at present (culturally and or aesthetically)?

Pat: I always take in inspiration for new ideas all the time. Right now I’m focused on designing next summer’s collection. I’m looking at a lot of art that’s based in color theory or contains other chromatic elements. One artists that has particularly inspired me is Carnovsky. Almost every collection has some themes tied to nature, so that’s a constant inspiration for the brand.

The company’s motto is “survive”— what does that mean?

Our tagline, ‘Survive!’, applies to everyday life and us as a brand. As a small brand in a competitive industry, we are trying to ‘survive’ by setting ourselves apart from the competition by using innovative materials with unique designs. However, our goal is not to ‘survive’ by running away from the ‘predators’/competition, but rather to run past them. We want to be at the top of the food chain, not just simply getting by.

How do you survive/balance both work and college?

Time management is really key. We make sure to plan out everything we’re involved with and stay focused. Both of us have strong organizational skills. The most helpful thing for us is living with your business partner. We’re able to get work done in our apartment while we’re just hanging out outside of class and work.

How does your brand stand out from others?

We create unique and innovative clothing. Almost every single piece we’ve ever released was hand printed in our studio in Connecticut. Many of the pieces we release are true one of ones; no two shirts are the same. This includes pieces that feature splattered ink, a staple of our brand. We also use speciality materials like thermochromic ink, which changes from one color to another as the shirt heats up or cools down. We order this ink from Colombia as there are no suppliers in the United States.

What has been the biggest challenge so far?

At first the biggest challenge was learning the entire screen printing process from the ground up. We had to learn the production process and how to manage the brand at once. Now that we are comfortable with both sides of the business, there have not been any other major challenges.

What kind of advice can you give to others who want to start their own brand?

Before you start you have to fully develop your concept. Once you have an idea about your brand and its identity, fully commit yourself. Don’t halfass it.

Goals for the brand… What’s next?

We are releasing our Fall/Winter collection ‘Open Season’ at the end of October. We will be posting snippets and teasers of the collection in the near future. We are also coordinating a pop-up shop in New York City or Connecticut before the end of 2016.

Where do you see yourself in 5 years?

Pat: Working in the clothing industry as a designer or marketer. Hopefully continuing JackRabbit.

Evan: Running multiple businesses, JackRabbit Clothing being one of them. I can’t wait to graduate and finally enter the real world.

JackRabbit: Within five years we see the brand growing and developing on many fronts, expanding into cut and sew and creating our unique niche in the streetwear market.

Photos from JackRabbit’s summer‘16 collection ‘MIGRATION’

The post JackRabbit: Your New Favorite Streetwear Brand appeared first on The Urban Watch Magazine.