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For the love of Scandinavia

Junior meets the founder of Mora Online Emporium

Aileen as a baby (above) and one of the gorgeous girlswear looks available from Mora (below)
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Aileen McDonald is a business woman with a penchant for Scandinavian clothing and interiors. She has transferred this love into the innovative children’s clothing and interior products online haven, Mora Scandinavian Emporium, which offers boys and girlswear from labels such as Petit by Sofie Schnoor, Soft Gallery and Little Duckling.

Can you tell us a little about your job?

Since the business was only founded in February this year, my job has involved commissioning a website for the Mora online store, travelling to trade shows in UK & Scandinavia to source clothing, footwear and interiors products, sourcing packaging and a million other things that go into setting up a new business.

What did you want to be when you grew up?

When I was small I wanted to be a ballerina, but by the age of 13 it started getting in the way of my growing social life!

How did you come up with the idea for Mora Online Emporium?

I have always love traditional Scandinavian interiors and their subtle palette of white, soft grey and blue. I wanted to create an emporium of beautiful Scandinavian things.

How do you use to choose the designers you use in the Mora Collection?

I sourced the designers and their products from the trade shows I visited in Scandinavia mainly and I simply chose the things that I personally liked.

Why have you chosen pieces with a subtle colour palette as opposed to bright colours?

I have chosen pieces with a subtle colour palette primarily because they are beautiful and I like them, but also because Scandinavian clothing is mainly known for its bright colours and bold prints. I wanted to introduce the more subtle coloured clothing as it is an important but perhaps lesser known trend in Scandinavian children's clothing.

Do you ever consider designing yourself?

I would ideally in the future like to develop a Mora range of ladies daywear.  However, it would need to be a collaborative project with a designer rather than me actually designing.   

If you could be anything in the world – no limits - what would you be?

My other career choice would have to be architect.

Can you tell us about your family life?

I am married with one daughter Ellie aged nine and a border terrier called Sorley who is extremely naughty!

Are there any future plans to open a high street store?

I would love a bricks and mortar Mora store, if the online business is successful of course. 

Do you dress your daughter in the clothes from Mora?

Yes, my daughter, friends and cousins love the clothes and some of them can be seen wearing them in the Get the Look sections on the website.

Finally, can you tell us your best joke…

I am afraid I don't have a favourite joke, because I am awful at telling them.  Something to do with the timing I am told!

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Scandinavia, children, shopping, fashion, interior, Mora, Aileen, business

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