My name is Juliana Sol, but I’ve been called Sol for most of my life. I’m a mother of two boys, with the third one due any day now. After studying in New York, my husband and I moved back to Iceland in 2014 and started the NORR11 Reykjavík store - originally only selling furniture. We ended up moving to Berlin and later to Copenhagen to work for the NORR11 brand. It was a tough and an amazing experience, but we still always kept our store in Iceland going. This year I completed a Graduate Diploma in Interior Design, after being in branding and marketing for a long time. We decided it was time to move back to Iceland a few months ago. We not only missed our families, but there is an energy in Iceland that you can’t find anywhere else, and we wanted our children to experience the freedom of childhood here.

For me it always has to be something that I would use myself, and has a beautiful story around it. I also find it extra pleasing if I’m introducing something new to the community, as we are a small island and sometimes it can get a bit too crowded with the same things.

When I was living in Copenhagen, I started to notice ROWSE. My friend at work was also using it and I really liked the idea of it being 100% plant based and women owned. My favourite product is by far the Jasmine Cleansing Balm, something that I use every night and morning, the hydration is just perfect and gives the skin such a natural glow.

In the context of our store, I think that having products that can last for a long time and go through generations is something that is sustainable and we try to let go of products that can’t do that. Selecting sustainable materials and thinking about logistics, even down to what kind of lacquer is used on the furniture is something that we need to be aware of. In my own life, it’s trying to teach my children how to appreciate our surroundings and nature and that we don’t have unlimited sources of everything on this earth.

After being away for such a long time, you really start to appreciate the privilege it is to come from Iceland. Even though life can be hectic with kids, work and everything there in between, you’re able to enjoy the outdoor swimming pools, go for beautiful hikes and experience the energy of living so close to the ocean. I don’t mind the extreme weather, I enjoy it most of the time, although the darkness can be quite real. But because of that, it is really important to nurture your body and mind with what makes you feel good.

I completely switched my routine after we started selling ROWSE. I usually start the day with ROWSE’s Jasmine Cleansing Balm, followed by a spritz of the Organic Rose Water and a little of the All Day Hydration Serum. And then, the most important thing is the Eye Contour Serum. I use the same products for my nighttime routine except I’ve been using the Jojoba Oil for my face and pregnant belly. I’ve also seen a lot of change in my skin since moving back home because the water here is so clean and not as harsh as in Copenhagen.

Staying hydrated and using oils has always helped me, and I feel that the more natural the products are, the healthier they are for your skin.

At the moment I’ve been doing pregnancy yoga and going to the swimming pools, which has really helped me since moving back to Iceland. Not only just to stay grounded but also to find my new routine here after living abroad for many years.

Think about the space itself, its history and its surroundings. What can you use that was there before? Try to do something that’s authentic to you, and stay away from fads that will blow over in a couple of months.

I’m excited to be living in Iceland again, and raising my three boys here with my husband. We are constantly evolving NORR11 Reykjavík and will soon be expanding the concept into something bigger. I’ve tried to look at it as a playground where we can test things out and I really enjoyed collaborating with ROWSE and help building a community around natural skincare in Iceland.