Emma Loca - Behind The Counter

ADIOS

2011-09-02T17:28:00.000+02:00

So, this is probably not my last post ever since I still have a few chapters left on my Emma Loca Chronicles to finish (sorry I haven't kept my promise to write the full story before this day, but I've been crazy busy and emotionally unstable...)
Today is the last day and I can't believe that this day has come, let alone that it's about to end..

I'm having a massive party for my closest friends and dearest customers in a couple of hours. Don't know what to write now really, just wanted to stop by and say thanks for everything. I'm getting all choked up everytime a customer says goodbye, but yea.. this really is time to say goodbye and move on.

Not yet on this site though, so keep stopping by. Write something back sometime, say hello, make yourself known and heard!

Gotta get back to my super sale.. what's left of it that is. If you're in Stockholm, stop by for the party <3

2011-08-26T13:33:00.000+02:00

Today's been a melancholic day. I've had a ton of work, people are going crazy over the clearance sale and I've even started to sell part of the inventory, decor etc.. Insane!

However, the day started with me visiting my friend Fanny (R.I.P) 's mother at her shop here in Gamla Stan. She called me yesterday saying she had a dress that Fanny wanted me to have and had set aside for me beofre she passed away. Knowing Fanny of course it fit perfectly and was beyond beautiful. It's a turquoise and pink tuille and sequince dream! I think I'm wearing it on the shop's closing party next Friday. I know that would make her very happy. (Tack snälla Fanny, hoppas du hade en fin födelsedag igår. Tänkte på dig)

Even though I should be happy about how well the sales are going these days it makes me quite sad to see the place so empty.. I just wanna get it overwith at the same time I don't want anything to change. Weird.

Oh well, I better get used to the thought.

Ooops

2011-08-19T15:01:00.000+02:00

My sister just called and usually I try not to talk while having customers inside the shop but I haven't talked to her in what feels like ages so we had lots to catch up on.

The only woman browsing was this old lady with a map and camera in hand, so I figured she was a tourist and kept on gossiping away.

After telling my sister all about how I got horribly drunk the other day (long story.. I skipped dinner to go to meet my sister in law for drinks straight after work and..well.. it didn't end very pretty.. NEVER SKIP DINNER KIDS!) it figures that the old lady was Swedish and is now very familiar with how much I drank vs. how intoxicated I got. Hahaha.

40's girl

2011-08-18T21:15:00.001+02:00

As previously mentioned, I've struggled to find inspiration to combine fabulous outfits. It's getting better now that I have all of my clothes in one place (now that I actually have a HOME again) but strangely enough, what I find most joy is in doing my hair.. Weird, I've always been super low-maintenance and lazy about my hair but yesterday I used heat rollers to create romantic curls (for the rose dress) and today I made this pinup style 'do that matches the 40's dress I wore to work.

Expiration date

2011-08-18T12:14:00.001+02:00

I'm not fussy about that stuff, but seriously, ten days past is pushing it - even for me. I did however use the last few drops in today's coffee. Gave it a special umpff. Good stuff.

Roses

2011-08-17T15:29:00.000+02:00

This old 50's dress was one of my favorites 3 years ago, since then I kinda forgot about it.Such a shame, since it has the most beautiful rose pattern and is painfully pretty.And it has pockets! You can never go wrong with pockets. Love it.
Matchy-matchy song
PS. Yes, I know I gotta fix that light bulb on the left. A customer broke it and it's stuck..

CHAPTER ONE

2011-08-17T15:17:00.001+02:00

So I thought it would be nice to use these last weeks to reminsce over the whole Emma Loca story, from the beginning 'til the very end. It's gonna be quite extensive, with names, songs, places, parties, photos.. all kinds of memories, but I'll hope you'll enjoy it as much as I'll certainly do!

May 2007 - June 2008

It all started with a massive renovation. I designed the interiors, bought material and then supervised the contractors. Had so much fun during the entire process - as well as a chronic headache due to delays and road bumps.. But anyway, in the end it was all worth it because it turned out fantastic!

Opening night with friends and family was pretty much the most amazing day of my life. The sense of pride and accomplishment is something that will live within me forever and ever.
Oh, the memories.. let's look back at some snapshots from that event..

It's funny to look at these old photos because it still looks kinda the same, just a tiiiiny little bit more cluttered.. hehe

Went on quite a few business trips that first year; Barcelona, Bali, Kuala Lumpur, California (twice).. now that I put it like that, I don't even know how I had time to get any work done? Was I even here?

Luckily I've always found great staff to help me out when in need. It's pretty amazing how lucky/blessed I've been to get so many beautiful, smart and reliable girls that want to work for me. Alisa, Helena, Bea, Maja, Isabelle, Irene, Maria, Astrid and of course the one and only Therese. My rock that's been with me almost since the start. Love and trust her to death. Always sassy and always there with a smile, keeping the place nice and tidy (Thank God for OCD haha!)

I'm forever grateful to have had the opportunity to get to know so many wonderful girls, of which some I today am fortunate enough to call 'friend'.

I hosted the first annual Christmas party that year. Remember baking saffron buns and cookies like a maniac, you can see the result on the pictures below.. Also visible is the alternative hairstyle I was sporting, combined with silver glitter eyeshadow, black sequence skirt and my favorite silk tunic. I miss those days! I was so sparkly!!

Soundrack of Year One

(I'm sure I've forgotten most, and the playlist on iTunes got wiped out along with everything else on my old hard drive, but you get the picture)

Belanova - Tus Ojos

Lily Allen - Smile

Musiq Soulchild - Just Friends

Maroon 5 - Makes Me Wonder

Jason Mraz - Curbside Prophet

Lily Allen - Everything's Just Wonderful

Vapnet - Kalla Mig

Vanessa Paradis - Be My Baby

Belanova - Mirame

Jason Mraz - The Remedy

Chapter Two will start with the event of Emma Loca's 1st anniversary party and how two drunken girls got inked some very foul words.... Oh my...

Moving day

2011-08-01T17:07:00.001+02:00

This week I'll be getting comfy in my new (old) home. Feels weird being away from Emma Loca while still in Stockholm though.

Marley seems to have found his favorite place already. Cutie.

Lady of the ring

2011-07-26T21:24:00.001+02:00

I just got my first overseas order thanks to the blog post I posted the other day. (BTW your ring should be on its way now Kirsten, hope you'll like it :)

Maybe that's what I should be doing? I'm seriously considering asking a jewelry designer I know to take me in as his apprentice. He's offered a few times to teach me but I haven't picked up on it, although next time I will. For sure! This could be my new business venture...!

2011-07-26T17:10:00.000+02:00

With all of the horrible happenings this past weekend it hasn't felt appropiate to post shallow and thoughtless posts about my everyday life.

I still can't digest what's happened and how many people have died - for what? The ideas and fanatism of a narrow-minded young man? It makes no sense and although I keep reading about the timeline of the bombing, the gathering of the young kids at Utoye, the shooting, the testimonies of the victims.. it's too much to take in, it's absolutely horrible and I can't understand it.
My thoughts go out to all of the Norwegians, especially those affected personally.

Also, RIP Amy Winehouse. Such a sad loss for her loved ones and fans. This is my favorite vid of her performing 'Valerie'.

What a sad and dark weekend. Reminds me to love each day and make the most of life.

A little bit of this and that

2011-07-22T13:02:00.000+02:00

Sorry for my absence guys. It's come to my attention that I haven't written in a while so here's a little summary of this last weeks happenings.

1. I've started to make rings again which is so much fun! These ones are made out of brass thread and glass stones.

2. I've been craving handbags like crazy. Bought a similar one to this but in black. Still dreaming about this beautiful red one though..

3. I helped out this sweet German guy who wanted to buy men's vintage and made a shopping guide for him. As a gesture of gratitude he stopped by the day after with this note. "I found a very special shirt so you've earned a little piece of my heart" naaw.. Thank you Daniel!

4. I've been staying at the apartment in Hornstull and therefore been hanging out and drinking lots of coffee at Dello Sport (back to the roots) This is Tony's thumb next to mine. HAHA!

5. I've had little to none fashion inspiration lately but today I found this dress in the back of my closet and went for a 60's look.

This week's biggest drama was when a pigeon entered the shop and attacked me (mildly exaggeration) I started crying and had to call Vicente to rescue me. Hate those nasty flying rats. Hate'em.
Oh, and a date has been set for the shop's last day: August 31. Might be doing a closing party.. I'll keep you all posted.

Highway to hell

2011-07-13T18:48:00.001+02:00

This day's been great. I started working at 13.30 so I had time to chill out at home, soak up some sun, eat mom's delicious flan and then take a long walk before getting to Emma Loca. Lovely!

The only bad part was this dodgy woman that stole a handful of saint bracelets a short while ago. I saw that she was up to no good, but had too many other customers to pay her the needed attention.

If there is a God you know she ain't joining him in heaven, that's for sure.

Beware of men

2011-07-12T15:38:00.000+02:00

I have a horrible confession to make. Almost every time a man walks in to the store I get uncomfortable and afraid that he might be up to no good. It's crazy thinking, I know not all men are evil, but I've had a few scares and am pretty traumatized (the naked perv, the young guy that threatened to rob me, the scary men that gamble outside on the street that followed me, the two men that tried to steal the register at my dad's shop....)

Also, it's pretty weird when 'normal' men walk around in a women's fashion shop aimlessly. It really gets the alarm bells ringing.

Anyway, today that instinct of caution saved me from getting robbed.

A man entered and asked to see some handbags behind the counter. He had this creepy vibe. A few minutes later a second man enters (by now the shop is empty apart from these two)
The 2nd one is standing by the door, looking at the displays and asks me to go there to help him pick out a gift (THE most classic decoy of them all... you see, the first 'customer' is now standing close to the register while deciding on these purses he asked to see. If I go over to help the other man -at the other end of the store- the first one would be able to get behind the desk and snatch today's earnings in a heartbeat)

I politely told the second man that I couldn't go over there and that if he wanted help he had to approach the desk himself. He got a bit annoyed and insisted that I'd go to help him pick out a present, but I refused. So they left. I'm absolutely positive they were plotting this together, and I'm also sure they're gonna try it at some other store on the street but I can't send the cops on them since they didn't actually do anything illegal.

I'm telling you, it's not for nothing some male customers freak me out. I'm sooo happy I have a can of self defence spray just in case I might need it someday. I hope I won't.

The best combo

2011-07-11T17:42:00.001+02:00

Freshly-brewed coffee with milk and this lovely Jack Daniel's whiskey fudge. Mmmm... it's my every day indulgence.

The awesome coffee mug was a gift from my sister (she knows me too well, haha) and I got the fudge at this last Emma Loca party. Don't know who it was from or where it was bought though.. Please tell me if you know where they sell it, I want more!! It's probably the best fudge I've ever tried.

Greetings from the beach

2011-07-11T12:27:00.000+02:00

I know I've been somewhat absent lately, but there's a reason for that. You see, I've been on a mini-vacay in the archipelago. Now my batteries are re-charged and this week is gonna be productive and amazing!

Resten av ditt liv

2011-07-05T14:48:00.000+02:00

Jag hoppas att ditt vin blir till vatten. Blixtar prickar dig. Hälsa till satan, vi hörs!

I LOVE THIS SONG! It's so full of bitterness and resentment that it gives me goosebumps.

Må dina hårddiskar för evigt, alltid, krascha.

Happy 4th of July!

2011-07-04T16:55:00.000+02:00

Sorry for the lousy blogging but a girl's gotta work! Here's a little outfit snapshot bonanza to compensate.

Today - work mode: stripey blouse (H&M) and a vintage leather skirt I bought this past weekend.

Yesterday - lazy Sunday at the movies mode: purple pants (could be my mom's...??), my ALL TIME FAVORITE silk tunic and my sister's silver sneakers.

Saturday - party mode: Ray-Bans, green earrings and orange lipgloss.

Friday - work & errands mode: denim skirt (Gina Tricot) orange top (H&M) brown heels (American Eagle)

Wednesday - tanning mode at the park: circus striped skirt (vintage) and mint blue bikini top (H&M)

Well, that's pretty much what I've been looking like for the past few days. Hope you're all having a great start of this new week and month!

What would Jesus do?

2011-07-01T12:40:00.000+02:00

sloganmaker.com knows.

All things that sparkle

2011-06-30T20:54:00.001+02:00

You can have so much fun while trying on glamorous sequin dresses. Too bad there's never a perfect occasion for these kinds of gowns, other than a masquerade or a Syrian wedding.

Nice to see we're hard at work huh? Ice-cream and playing dress up. Great day!

I scream for ice-cream!!

2011-06-30T14:32:00.001+02:00

One of the smallest, yet greatest, joys in my life is frozen dairy.

When the girl from the shop next door stops by with two cones for Therese and I as a token of her affection, well that's just delightful!!!!

Thank you Alicia!

Me no habla español

2011-06-27T15:13:00.000+02:00

Just had the sweetest customer. Beautiful young woman, looked kinda like a Hollywood star (which she might've been)

Anyways, the thing is that she's Mexican, born in Mexico City by Mexican parents, but moved to LA ten years ago. AND SHE SPOKE ALMOST NO SPANISH! How do you not speak your mother tongue? How do you forget it while living in California, where 80% of the population speaks it? And especially when you leave Mexico while no longer a child? HOW? WHY?! I don't get it.

Ugh. That pisses me off. And it's a shame that people don't get that having a second language is a privilege and should be protected and preserved at all cost.

SUMMER SALE

2011-06-27T13:59:00.000+02:00

We just started our annual summer sale. Hurry up and get here before your favorite is sold out!

The apple of my eye

2011-06-26T22:56:00.001+02:00

Very matchy-matchy but also very cute.

Glad midsommar!

2011-06-24T16:24:00.001+02:00

We're on vacation celebrating midsummer. See you on Monday!

Just shoot me

2011-06-17T12:44:00.000+02:00

You know those days when you wish you'd just stayed at home in bed where nothing bad can ever happen to you?

Well, today is one of those days. To say the least.

I woke up at 5 am without being able to fall back asleep. Tired as hell I watched some TV and read the newspaper. After a couple of hours I got hungry and ate breakfast, just to realize that the eggs or the chorizo I had weren't cooked properly so I got sick and spent the rest of my morning vomiting (and obsessing over all of the parasites and diseases I've contracted)

Later on my way to work I sent an email to Angelica telling her all about my miserable start and consoling myself saying 'It can only get better from now on'

How wrong was I.

Stopped by to get a coffee on my way to the metro and realized too late that I had forgotten my wallet at home. Leaving the coffee shop (embarrassed but with a promise to pay them back sometime soon) in the pouring rain, of course without an umbrella, hopped on the metro which - of course - had an emergency stop in a tunnel making me late to open the shop for the first time in months.

I hate this day.

I want to say it can only get better but I don't wanna jinx it. I'm prepared for the worst. BRING IT ON!

Hometown Glory

2011-06-14T15:38:00.000+02:00

Starting June 1st there's been a dramatic change in the amount of tourists walking down the streets here in Gamla Stan. It's been really busy and I've had lots of wonderful international customers. I love working in the summer (especially now that the AC is doing its magic) there's no comparing it to those god awful days in February when you don't see a soul for HOURS. Now I'm happy if I get a chance to eat something or go pee (some have suggested I get a catheter plugged in, LOL uhm... I'd rather stop drinking coffee or water even, thanks though)

Back to the tourists. It's amazing how all these people come from all over the world to visit my hometown. They have the whole world to pick and choose from, and this is where they ended up.

You really appreciate it more through the eyes of others, that's why I love hanging out with foreigners. They often end up teaching me stuff. Today I learnt that Stockholm is the Venice of Scandinavia. Haha!

Today's song

TGIFSS

2011-06-10T18:56:00.001+02:00

It's been a crazy busy day but I can gladly say that the AC is making a huge difference on the indoor temperature and comfort.

This weekend will be Astrid (the new girl)'s first, so if you stop by and shop be nice to her and wish her luck!

See you on Monday!!

Home delivery service

2011-06-09T16:16:00.000+02:00

One of my best friend's little sister is graduating from gymnasiet (Swedish high school) and she asked us months ago if we could please be in charge of finding her the perfect graduation dress.

Well of course!

Time passed and Elisabeth stopped by the shop last week to see what dress I had found her.

Eehm.. Oops? Sorry? I had honestly forgotten all about it, but thankfully there's nothing in this store if there's no pretty dresses so she soon found two different ones. A long elegant one for prom and a short flirty one for the day ceremony. Phew. So she reserved them and left them hanging here.

It turns out I'm not the only one with poor planning. She just called me saying that her graduation is tomorrow at 8 am and she has no way of getting to the shop today. So I'll have to carry her dresses with me after work while seeing friends and then go to her house late at night so she gets them before the big day. Now that's proper service! Midnight home delivery service, who does that?

I do that.

This time I'll be bulletproof

2011-06-09T09:33:00.000+02:00

Yyou must've seen this outfit a million times, but anyways..(CHECK OUT MY TAN!)Lace dress/tunic - H&MBoots - VagabondCross earrings - Forever 21Watch - Casio
Here's the song of the day.

Dusty rose

2011-06-08T13:12:00.001+02:00

I know I suck at doing PR for my stuff since almost everything I wear isn't available at Emma Loca. But today I have a special item for you!

This cute silk dress is from [numph] and on sale since yesterday! Was 899kr, now 450.
Looks great with black tights as well so it'll be perfect all year round at any party!

Hot hot hot

2011-06-07T16:59:00.002+02:00

We're melting away by the second Marley and I.
It's like this every year, I can't believe how we've survived five summer this way? Hello third world country?! We don't have ACs here in Sweden, which my American customer from Miami noticed and pointed out to me in a very upset manner. She said she'd been sweating more here in Stockholm than in Florida.
Duly noted, ma'am.

Brown sugar

2011-06-07T12:29:00.000+02:00

These past few days have been like a real life Swedish summer's dream. It truly doesn't get any better than this here in Stockholm.
Sitting on a blanket eating strawberries and watermelon while drinking wine in a park. Eating ice cream by the dozen. Tanning on the terrace 'til your skin smells like burnt cinnamon while listening to your favorite tunes. I love every second of it! Why can't life always be like this?

Seems like the sun worshipping part has started to pay off. Today's first customers were a family from Singapore and the mother was quite impressed and fascinated by my skin color.
"You so tan! You look brazilian! You go tanning salon?" "No, just outside in the sun" " Oh wow, you so TAN! You so so pretty. Your mother must be very happy"

So very very sweet! We took a picture together, but it was with their camera so I can't post it here. I'll show you guys my tan some other day.

This song takes me back to my R'nB era in my mid-teen's. Before I went all pop. Hah.

Du gamla, du fria

2011-06-06T22:10:00.001+02:00

Today was Sweden's national holiday and everyone but me seemed to have this lovely day off.
The shop was disgustingly hot and busy (there was some major celebration by the castle which is two blocks away) but I survived thanks to many liters of water and a few frozen yogurts from 7-11.

Weekend

2011-06-05T11:34:00.001+02:00

View over Grand Hotel, Stockholm

Frida

Floating restaurant

<3

Marley enjoying the sun

Dinner

Working is fun and all, but I really love my weekends off!

PS. Thanks again Dot & Sophie for the beautiful notebook! I love it!

Living on the edge

2011-06-03T16:03:00.000+02:00

I'm not a thrill seeker. I don't dive off cliffs. I would never skydive. I don't go river rafting. I don't even go swiming in waters where I can't see the bottom.

Wearing a tube dress one size too big - with no bra underneath - totally falls under the same near death category. I've had an adrenaline rush for hours now. I have to stay alert at all times to avoid disaster!

I've said it before..

2011-06-02T15:38:00.001+02:00

..and I'll say it again:

I have the best customers in the world!

Yesterday I met two American girls who needed some advice on where to go out. Being the Stockholm expert that I am, I soon had a small list of places, clubs and music scenes they should go to. They were so sweet and friendly that I ended up joining them later that night. So much fun!

Thanks Dot & Sophie for a great night!

Busy

2011-06-01T17:00:00.000+02:00

Why work when you can sit and see how Nadal is kicking my poor Söderling's ass?
(BTW if anyone knows of a good site that streams Roland Garros live, please let me know! watching some numbers, or even a graph, update once in a while doesn't do a great game justice)

KOM IGEN NU ROBIN!!!!! Vi hejar på dig! We wanna see you in the semi final!

I have to tell the story about when I was at the same flight as Björkman and Söderling a few years ago. They were right behind me as we were boarding but I didn't notice until my sister pointed them out to me. I got totally starstruck (about seeing Björkman, because Robin wasn't even a top 100 player back then) so the entire flight through I was planning on how to approach him. At the baggage belt I got my opportunity and walked up with a napkin and pen, asking for an autograph for my little brother Björne (hahhahahaah)
I felt sorry for Robin so I was like: 'ok, you can write your name too'

They dedicated it to Björne (my imaginary brother), so of course I ended up giving it to my friend Björn. Little did we know Söderling would end up being the great player he is today.

Nadal is now two points from winning the first set. Ughhh.... Come on!

Old shoes

2011-05-31T23:33:00.001+02:00

I've owned at least a hundred pairs of shoes in my lifetime, but never ever had I worn out a pair - until today. And boy did I wear them out! I didn't even notice until they were literally falling to pieces. Thankfully I had an extra pair in the store. Tonight was ping pong night! Gotta have shoes with flawless sole for me to really show off.

What was I thinking?

2011-05-31T17:20:00.000+02:00

Now, looking back on this morning I kind of wish I'd dressed in a different way. I try to flatter myself thinking I'm a fairly intelligent person. Today I found out I'm not.

Putting on a playsuit, with tights underneath, and a skirt on top is all fine and dandy. Not that stupid, just a tiny bit maybe. Especially considering it's like 25 degrees outside, but anyways. A little sweaty but still stylish.

Then going on to drink almost 2 litres of water, and on top of that two cups of coffee (hello peeing machine!) when the toilet is downstairs, and not being able to know when the store will empty so that I can close and go.. that's playing with fire right there.

When there's no lock on the door either, and I have to unzip and undress completely to be able to pee (effing romper! most useless piece of ~~shit~~ garment everrrrr), and then having to use two hands to dress.. That's really dumb.
Some dude got a tattoo and a PEEp-show today........................ awkward........

Tonight I'm gonna drink beer, and you know what effect that has on your bladder. So yeah, I think it's safe to say I'm no genius.

I just wanna go home and get out of this textile prison.

Burning

2011-05-31T14:48:00.000+02:00

Top (not really a top, scroll down and you'll see..): TOPSHOP Skirt: H&M (bought it yesterday!)Shoes: very old ones, don't remember where I got them

SEE! It's a short romper!

That was today's oufit and here's another one of my favorite songs.

Pinup

2011-05-30T21:01:00.001+02:00

Today I had the worst hair day so I tried a few hair styles and ended up looking quite retro.

It took like ten minutes but looks like I've been to a hairdresser. Very 40's pinup girl, I love it!

Bitchy comment of the day

2011-05-30T13:18:00.000+02:00

A woman just said to her friend (who's holding a dress she wants to buy):

"That won't fit you. I'd look better in it."

With friends like that, who needs enemies?

PHOTO BONANZA

2011-05-30T12:52:00.000+02:00

Here are some mixed pics from the Emma Loca anniversary #4 party!

Pedro, Therese & Sofia

Isabelle, La Loca & Emilie

Angie & Marianna

Mats & Victor

Mona & Katy

Johanna, Malin, My & Mats

Nadja & Irene

Aline & Monica

Natalie, Micke & Angie

Pablo & his girlfriend

Mexican mafia!

THE STAFF!

THANKS TO EVERYONE WHO SHOWED UP AND MADE IT A NIGHT TO REMEMBER!

Out of service

2011-05-27T10:26:00.001+02:00

The store is closed today due to a nasty cold. See you tomorrow!

I DO

2011-05-26T19:20:00.002+02:00

If you have plans to get married this year you HAVE TO check out Ida Sjöstedts amazing couture collection. It's super affordable and beyond beautiful.

See more at her blog .

It's all good in the neighbourhood

2011-05-26T17:04:00.001+02:00

Phew, I struggled to spell that last word.. thanks google translate!

Anyways! Remember how I've been such a good girl lately? Well, it's all coming back to me. Yesterday, after that horrible rain storm the sun came out and I got to see the most amazing double rainbow (and no, I reacted in no way like that crazy man) and the sun kept shining down on me all the way home. It was lovely.

Today is just the nicest day. I got a visit from the woman who got her wallet back yesterday. She was so happy that I had helpt her out she went ahead and brought me a gift! It was a bag of Indian chai-tea and a beautiful tea strainer. Thank you Carina!

Got an email from Lasse, me (my?) and Marley's all-time favorite postman who's recently retired. Turns out he reads this blog. HEJ LASSE! Vi saknar dig!

It's all a chain of good deeds; it started this week with me giving the poor man lots of bottles and in return he gave me the wallet (instead of maybe keeping it himself). Then I gave the owner her wallet back and she gave me tea. Tomorrow I gotta get something to the homeless man to close this circle.. don't know what though..

"OH MY GOD. It's so vibrant! What does this MEAN???"

Well...

2011-05-25T17:46:00.001+02:00

Maybe it's hard to tell, but it's raining cats and dogs here. And I have no customers :CCC let's call it a day and close this place early.

Como te extraño

2011-05-25T16:20:00.002+02:00

Dress: HMPurple skirt: HMTights: ?Sequence belt: vintageWatch: Storm
I was sporting my new green 60's style coat on my way to work, but it didn't photograph well (I looked preggers) but I'll give it another shot before heading back home.
Oh yeah, here's my favorite song of the day.

KARMA

2011-05-25T14:27:00.001+02:00

Last week I donated our entire collection of recyclables to the homeless man who scours through Västerlånggatan in search of bottles and cans. He was very thankful (I think. He can't really speak but he grunted and smiled) and I was happy I could make a good deed.

Today he shouted at me from the entrance door because he had found a wallet in the trash can outside, and he wanted me to have it. When I opened it I saw the ID and that it belonged to an employee of the Parliament, so I googled her up and gave her a call and she came running in, beyond happy. Turns out she was pick-pocketed when out on a lunch break earlier today. Sucks! But at least she got everything back, apart from cash, which -of course- had been stolen already.

Cell phones, wallets, cans.. I'm like Gamla Stan's own guardian angel! Haha!

Look of yesterday

2011-05-25T11:34:00.000+02:00

This is what I looked like before I went all sporty and ran that 5 K race. As you can tell I lived to tell about it! Not only did I survive, but I actually managed to get around at a fairly decent 32 minutes. Not too shabby for this Lazy Loca.Fake leather tights: BerschkaSilk top: vintageLace tunic: HMWatch: CasioBoots: Vagabond
When I posted the last photo of Sporty Spice it reminded me of someone.... can you see the resemblance? LOL!

Eye of the tiger

2011-05-24T15:41:00.000+02:00

Maybe by this time tomorrow you will have read the news that a seemingly healthy 25 year old collapsed during a 5 K run in Stockholm.
Emma Loca's gone Sporty Spice! We'll see if I live to tell how it went..

Song of the day: Din mamma

2011-05-23T17:47:00.000+02:00

Browsed through some old playlist this morning and stumbled upon this song, my favorite one from last year.
I had forgotten how much I loved/love it. Somehow it almost made me cry today?!?! I blame my hormones, haha!

Oh hell no!!

2011-05-23T09:14:00.003+02:00

The perv was at the shop again, despite me threatening to castrate him (uhm.. that was the underlying meaning, I just threatened with the cops) if he ever came back.
Thankfully there was lots of other people and he left shortly after entering. I'm not easily scared but this man freaks me out.
Why can't he understand that I have no interest in seeing his little penis?

Polished look

2011-05-22T20:56:00.001+02:00

Since a couple months back I've been obsessing over sparkly things. Anything golden, silver or sparkly will do. Especially on fingernails. Or shoes. I'm gonna call it 'tacky nouveau'.

But now I've kinda lost my mind and started obsessing with orange and tangerine colors. Great for summertime and a cinnamon tan. Surprisingly easy to match with any colors; think hot pink, yellow and kelly green. And metallic accessories! That's my approach to the colorful trend of SS11.

Song of the day: Caribbean girl

2011-05-20T18:00:00.000+02:00

Chill lounge music on a chill Friday. The video is crap, just listen and enjoy.

Hot 'n cold (still not Katy Perry)

2011-05-20T15:06:00.000+02:00

You gotta love Stockholm and the change of the seasons.
3 weeks ago we had summer heat, 2 weeks ago we got snow, one week ago it was chilly and today it's almost summer again.

A few days ago I wore this and froze my ass off
Bag, shirt and hat: vintage
Jeans: Forever 21
Boots: Vagabond
Jacket: josefssons

Today I'm celebrating the sun in this tropical dress

love the back

Two regulars just came in and said I looked like a cut-out from a caribbean travel ad. Haha! I don't mind that.

Today's song: Crazy for you

2011-05-19T19:49:00.007+02:00

Listen carefully to this song, so you really appreciate what she's singing, and the way she's singing it. Adele is truly one of a kind!

My kind of day

2011-05-19T17:30:00.000+02:00

Today I got a visit from Sofie and her two pugs; Nova & Mumma. I adore them!

you gotta sit down and take a deep breath before play time

then you gotta find your buddy

there was some fighting

some meddling from 'mom'

..and then some pouting..

Furry baby

2011-05-18T23:29:00.001+02:00

Marley, the cutest thing to ever walk on four legs.

I spot spotify

2011-05-18T18:37:00.002+02:00

There are three things that have improved my quality of life in the past few years, and they're spelled: iPhone, facebook and spotify.

Now for all you other spotify users out there I want to share my favorite playlists of the moment:

Funk / soul / disco

Motown, northern soul och sånt

New chill & warm sunset sounds

And, of course, Emma Loca's very own compliation of the best of the best! Get it here.

The more the merrier

2011-05-18T13:01:00.000+02:00

I created this facebook event for the shop's anniversary/summer party and started sending out invitations to friends and customers. I think I got a bit over-excited because when I was all done I realized I had just invited over a hundred guests. Oops.
And I promised food and wine to all. Double-oops.

So far 12 people have declined and 31 RVSP'd as attending. This could be insane, or insanely amazing. Let's hope for the latter.

Song of the day: Live long

2011-05-17T18:03:00.000+02:00

Today has been a cold and rainy day, and this song always fits that mood perfectly.

Had the sweetest moment here a while ago. I heard some whispering by the entrance, saying like 'yes it's here, i know we're right. the dog's here. let's go in and ask.'
These two older ladies from the south os Sweden walk in and ask if I have a dog here. Yes - I say - he's right here.
So they step up front and start to cuddle with Marley while telling me that they've been visiting the shop once a year, everytime they come to Stockholm, just to pet him because he's their favorite dog in the whole wide world. Naw! That's like the cutest thing I've ever heard!

It breaks my heart just thinking that next year they'll be back and we won't be here.. But let's not get too nostalgic just yet. There'll be plenty of time for that later on.

Miss Moneypenny

2011-05-17T14:32:00.001+02:00

I've been walking around with a sore shoulder from the weight of my handbag for a while now.Today I decided to see what's been weighing me down.
I found (amongst other things);
34 Swedish kronor45 Mexican pesos116 American cents2 British pounds58 Euro centsIN SMALL COINS
No wonder my wallet's been heavy as hell. I'm carrying the entire Swedish reserve of foreign currency in it!

This just in

2011-05-17T12:22:00.000+02:00

Azalea long dress, 399 kr

Also available in a lighter, dusty beige color combo

Song of the day: Fireworks (NOT Katy Perry's)

2011-05-16T12:38:00.000+02:00

The riff at 1:53 is one of my all-time faves.

Love love love TWBA

Patience is just another word for getting old.
Resolution's just as impossible as letting go.

PS. The blogger website has been down, therefore the lack of new posts.

Doing the right thing

2011-05-12T16:43:00.000+02:00

A woman entered the shop a while ago, carrying a pink Motorola cell phone she had found right outside on the street. Since she didn't know what to do with it, and she assumed someone dropped it going in or out of the shop she wanted me to keep it in case the owner came back for it. But no one came.
Now I started to feel bad for the poor tourist teenage girl on the phone screen who probably is out of herself with concern, just imagining myself in that position... oh, it's the end of the world! So I took the liberty to search her phone book and found a contact named Mama. Perfect! I texted mama, saying that I'd found her daughter's phone and that they could email me and I would help her get the phone back.

She just replied, so happy and thankful and I feel like I just did a really nice thing! All is well that ends well!

COOLER COULEURS

2011-05-11T14:01:00.000+02:00

As most of you know, I'm a huge fan of colors. Now this is what I'm talking about. Can't we all agree to look like this the entire summer of '11? No black, ok?

So so so so pretty

ADORE the color combos Jil Sander showed on their summer collection.

Rihanna shows how it's done. This outfit is pure perfection!

Today's song.

Cutiepies

2011-05-11T10:31:00.001+02:00

Yesterday I left the shop early to run some errands and by the end of the day I ended up snuggling with these two.

I almost felt unfaithful. So sorry Marley! You're still my no 1!! But look at these wrinkly little faces... sigh... I'm in love.

Because I'm worth it

2011-05-09T17:37:00.001+02:00

Today I decided I needed some sun and closed the shop for an hour

to just sit down, close my eyes and listen to good music

in my very own secret back (court) yard

Amen to that!

2011-05-09T12:03:00.001+02:00

Oh, the irony x2

2011-05-07T16:30:00.001+02:00

As usual when I start my work day in a bad mood, thinking it's gonna be shit. it turns out to be pretty much the best day ever. The cigarette smell is almost gone and I've had tons of people here today, everyone in a good mood thanks to the wonderful weather. My favorites was this family from Guadeloupe, the most amazing persons you'll ever meet. The energy! The spirit! The joy! WOW WOW WOW! They left me laughing and smiling for a good ten minutes and lifting my mood by 3000 %. Great day all in all!

Funny thing: I just had a lady walk in and leave right away because of the strong smell from the scented candles. Haha! If she only knew how I've struggled..

Behind the counter

Fuming

2011-05-07T12:23:00.001+02:00

It's never a pleasant surprise to enter the shop and be welcomed by a curtain of heavy cigarette smell.

My dear tattoo-tenant thought it was a good idea to chain-smoke throughout the night and not shut the door upstairs, so the place pretty much smells like a Mexican cantina. I'm gonna kill him.

Seriously, people enter and do a quick u-turn as soon as the stench hits them. I've lit like five scented candles and tried all sorts of tricks like dripping fragrance oil over some strategic places and rubbing it on a ventilator so the fresh air would get scented, but nothing helps. It stills smells like an ashtray in here.

I won't sell a thing today. At least the sun is shining, the music is pumping, I'm wearing a beautiful dress and it's gonna be a fabulous Saturday. Let's leave on that positive note!

EDIT: The second I pressed the send button I had a customer waiting to buy. Things are looking up already!!

GIMME GIMME

2011-05-06T19:52:00.005+02:00

I want all of these!! Except the black ones of course, I have those already.

The golden glitter ones are am-az-ing!

And the ones with the striped colorful heel? Loves it!

.. on the other hand..

2011-05-06T16:58:00.000+02:00

.. I can accept visitors whenever I want to and today I had coffee with my brother, lunch with Marianna and a surprise visit from my little Hammie! So I feel much better now. Working tomorrow is gonna be FUN! YAAY!! (yes, I'm trying that autosuggestion technique)

Let's hope the rest of the day is as busy as it's been up til now, cause time flies when you're a hard working woman!

Dress from Forever 21Cardigan; H&;MBelt: ?
I love this kind of mismatching of prints. If you're gonna do it, do it boldly!(wtf is wrong with the proportions? my torso looks a mile long here)

I agreed to get photographed, even though my face is the one of a zombie todayBTW. can you tell I'm wearing colored contacts? I WANNA HAVE GREEN EYES!!!
Have a great Friday

Being a boss..

2011-05-06T16:12:00.000+02:00

.. is not always a good thing. Right now I kinda hate it.

This was my weekend off and I was supposed to attend the baptism of my friend's son tomorrow, but Therese got sick and I have to step in for her. Those are the moments you wish you were just a normal employee who couldn't care less and never had to work instead of going to important family events.

Most of the times I love it though, and if it means some sacrifices here and there, so be it. But right now it's like gaahhh!! I QUIT!

HAPPY CINCO DE MAYO!

2011-05-05T17:53:00.001+02:00

Cinco de Mayo is a great day to use as an excuse to get together a bunch of Mexicans and drink a few Coronas and Tecates - or tequilas, for the brave ones.

I don't know why this day is celebrated like the national holiday by the paisas in the US, but I'll copy the custom and celebrate it equally over here. So all of you who feel like eating a Mexican buffet (only 95 kr) and drinking tequilas at a super low cost, go to Reisen tonight!

Lilla grisen

2011-05-05T16:47:00.000+02:00

Marley showing off his skills. Too cute!

In the media

2011-05-05T13:54:00.001+02:00

Veckorevyn love this ruffle dress from Rut mfl. So do we!You find it here, also available in white.(sorry for the crappy screen shot)

A tough decision

2011-05-04T14:27:00.001+02:00

A year and a half ago I got a mail from the landlord saying that Riksdagen (our parliament) had legislated upon renovating Gamla Stan and that our quarter would be affected and because of this our contract was being terminated.

TERMINATED? Just like that? After all these years?

As you may imagine, I was in shock and disbelief and called a lawyer first thing Monday morning, but there was really not much to do. My dad and I went to sign the release forms and were told we had until Dec 2011 to leave the store. We did however manage to get it in writing that we would get a new contract as soon as the renovation was done, sometime in 2013. This all happened within a week and it was surreal, bizarre and plain awful. The worst part is that the construction part has been postponed but we're still without a contract.

So where does that leave Emma Loca? Well, I considered changing location and starting all over again, but to be honest I really don't have the energy to empty here at Västerlånggatan, start a new store, empty that one after a year to then get back to the old location. It's just not an option. I've put my heart and soul into this project and I don't see myself doing it all over again. It wouldn't be the same.

I'm going to close it indefinitely sometime after summer, maybe in September-October. Not sure what will happen after that, if I'll start selling online or if I'll just retire from fashion all together to find my luck elsewhere. If you have any career suggestions I'd gladly accept them, haha
Thank you all for your support, friendship and loyalty!

Oh, and don't forget to mark your calendars because our anniversary party is on May 28th. We'll celebrate summer, our 4 years in business and saying goodbye all at once. It's gonna be one hell of a party!!!!!

Pic from opening night. Nostalgia!

Mocha chocolatta ya ya

2011-05-03T21:21:00.007+02:00

Is it a coincidence that I've heard "if I were a lesbian I'd totally be in love with you" TWICE this week by two different coffee shop girls? It's only Tuesday. Maybe by the end of the week I'll have a girlfriend if I keep this up.
THE FIERCE SUNGLASSES ARE A NEW ARRIVAL, 169 KR(also available in brown)

Song of the day!

2011-05-03T14:14:00.001+02:00

happy bday!

So vain it hurts

2011-05-03T13:14:00.000+02:00

Now that I was in Cali I tried my best to find street sneakers to sell at the shop. Customers love their Converse Chucks's, Keds and Vans, and they always sell out real fast.

As always, I couldn't help but look for myself as well and I found the cutest Vans (with laces) in the lightest pink. The problem was that they're a size 2,5 JR (kinda like a size 34 EUR) and obviously way too small. Did that stop me from trying to go home with them yesterday? No.

I got like a hundred metres from the shop before I had to return with my toes nearly amputated to put my regular shoes back on. They felt like boats compared to the constriction I'd put my poor feet to endure for the last five minutes. I kind of felt like Cinderellas mean step-sisters. Other than there was no prince in the winning.

If that's not plain stupid I don't know what is.

Baby Vans

Welcome

2011-05-03T12:54:00.000+02:00

I'd like to take this opportunity and welcome all of my ten (10!!) new readers this week.

I don't know what brought you here, but I hope you'll like it.

One thing I don't like today is this f-ng country. Snow. In May. Seriously? I need to get out of here.

(this was not taken today. luckily it didn't snow that much - but still- you get the picture)

Show him the money!!

2011-05-02T18:16:00.001+02:00

The immensely popular Looking good for Jesus coin purse now back in stock. 69 kronor and you're good to go!

On the bright side...

2011-05-02T14:03:00.000+02:00

.. all of my leftover sweaters and scarves are selling like crazy thanks to this current weather situation. $$$$$$$

Best of last week

2011-05-02T12:50:00.001+02:00

The release of Veronica Maggio's new album "Satan i gatan"
Finding a dog friendly bar in Old Town
TAX REFUND!!!
Discovering Twitter - 3 years after everyone else, I know!
Most listened to album according to Spotify: XX by The XX (for the 76th consecutive week)
Most sold accessory: sunglasses

Worst of this week: it just snowed for a few seconds. Kill me.

Italia

2011-04-30T21:33:00.001+02:00

What (not) to wear

2011-04-30T15:39:00.000+02:00

One of those moments when I thank God for having my own little shop is on a day like this.

I got dressed in a hurry this morning, without a thought, and have to go from work to drinks and then clubbing. What do you do? You scour through every item that Emma Loca has to offer, of course!

I've spent the last fifteen minutes trying on different blouses but I think I'll just settle with something from my personal closet (yes, I have one back in the storage room)

Makes me wonder how it would look like if I gathered all of the clothes, shoes and bags I have scattered around basements in the greater Stockholm area. I bet I could fill Emma Loca two or three times. Kinda nauseating now that I think of it. I seriously need to have a garage sale.

Drowning in a sea of clothes

Working 9 to 5

2011-04-30T12:02:00.000+02:00

Denim and leather is always a cool match.

(this jacket is currently in the washing machine but will be in store shortly)

Don't miss this

2011-04-29T21:17:00.000+02:00

MY MILK TOOF

Cutest blog ever. The Monopoly post is adorable!

2011-04-29T17:58:00.000+02:00

A weird thing just happened..

I was standing here greeting customers as usual. A teenage girl walks in with a male friend. I say 'hi' and smile to them whereupon she freezes and gasps and says to the guy: 'she looks just like Ronja' and runs out of the store crying. Right outside the door she crashes with another friend who asks her what's wrong and she tells her friend that the girl working looks just like Ronja. The girlfriend looks in to see me (awkward moment on my behalf. Do I smile? Do I say hello? I did neither) and she too bursted down in tears. The trio couldn't get away fast enough and I was left feeling less than great about my appearance.

I've never been told that I look like anyone - other than my sister - and now I managed to freak out these kids looking like a copy of their (dead?) friend.

TMI

2011-04-29T17:16:00.000+02:00

I had the sweetest customer today. She wanted a new Mexican blanket because her ex had ruined her old one at a party. Without me really asking anything more about it, she continued on telling me he was the most awful person she'd ever met. Revealing that he's a drug addict, an alcoholic and in jail for armed robbery, leaving her alone with their little son.

It's not that I mind listening, not at all. I just find it heartbreaking that there obviously aren't enough people around her as a support system, or else she wouldn't feel the urge to confide in a total stranger.

I've always said that this job requires much more psychology skills than anything else.

Everyone knows the most delicious part of the muffin is the top

2011-04-28T15:43:00.000+02:00

While my sister was here yesterday we started talking about jeans and fit. I told her that I had seen a girl with the biggest muffin top the other day, but she didn't know what I meant by that expression. So, I made her a little drawing today:

You other 30 Rock fans may recognize it from Jenna's chart-topping hit. ENJOY!

"Ch-checkin' out my sweet hips
  My sugar coated berry lips
  I know you wanna get with this
  But I just wanna dance"

I had forgotten

2011-04-28T12:22:00.000+02:00

.. how much I've missed listening to music (of my choice) all day long at work

.. what it feels like to have my phone ringing every fifteen minutes - the stress

.. the freedom of being able to walk wherever, and whenever, I want to

.. how tall people are in Sweden. I'm a midget!

.. the way you can see the sun melting away the frown on everyone's face

.. what wine tastes like after a winter of hybernating

.. how it feels to be awakened every morning by a little dog's tongue licking my face

.. the amount of friends I have and how much love I have around me

Sometimes you need a reminder!

Social Wednesday

2011-04-28T00:24:00.001+02:00

I had pretty much 70% of my favorite girls on visit today. Bliss! What about that for a coincidence?! I'm not complaining!

Crazylady

2011-04-27T23:28:00.001+02:00

Ok so I'm at the bus on my way home and as per usual I end up on DYAC. Jeez, the poor guy next to me thinks I'm mental because I'm laughing out loud.
Hahaha! Have a couple drinks and then read this: http://damnyouautocorrect.com/7682/love-on-the-rocks-14-autocorrected-relationship-texts/#more-7682

"casket" LOL!

On repeat since a while ago

2011-04-27T17:29:00.000+02:00

Adele is just pure perfection. I gotta get the new album ASAP!

Color combo!

2011-04-26T18:08:00.000+02:00

I LOVED this color combination and plan to keep the whole outfit. Somehow I always end up loving everything I buy too much, making it impossible to sell it to strangers.. Very unprofessional!

PS. That hot pink silk blouse is to die for!!!! (the first pic does it justice)

Back at work

2011-04-26T16:24:00.001+02:00

First day at work!

In my fab new dress from forever 21

Adios!

2011-04-19T20:59:00.001+02:00

So this is my last day in LA. I'm taking the flight back to Stockholm this afternoon. I wasn't intending on buying anything for the shop since I was on vacation mode, but what do ya know? 90 kgs of great 2nd hand stuff's coming your way!! Woop woop!!!!
I can't help it, it's like a compulsion to buy every nice dress, purse, shoe I see. Good thing I have somewhere to sell it since my apartment is pretty crammed as it is.
I'll see you at Emma Loca on Friday!

(the ice cream pic is just there because I love ice cream)