🇩🇰 Du finder den danske version af denne artikel her.

Behind NORDINARY are Cornelia Whitt Palmå and Alvaro Gonzalez – a couple who met during their university years in Copenhagen and have since lived in countries such as Germany, Portugal, and the USA.

Along the way, their passion for discovering unique artisans and designers – often found only by chance during their travels – grew. They wanted to share that experience with more people, which led to the creation of NORDINARY: an online platform featuring a carefully curated selection of design objects from small, independent brands across Europe.

We spoke with Cornelia Whitt Palmå about the idea behind NORDINARY, their future ambitions, and why sometimes it’s more important to put projects out into the world than to wait for the perfect moment.

If you were to describe NORDINARY to someone who doesn’t know you, how would you do it?

“NORDINARY is an online platform where you can discover a curated selection of design and interior objects from small, independent brands and artisans across Europe. Here, you’ll find products that you won’t see elsewhere – created with passion and love, often produced in small quantities or as truly unique one-of-a-kind pieces.”

The two co-founders, Cornelia Whitt Palmå and Alvaro Gonzalez

How did the idea for NORDINARY come about?

“It all started with a passion for finding unique design objects from local designers and artisans when we were on holiday. We often received interest from friends and family, and it became clear to us that we could hardly even find the artist again ourselves.

That sparked the idea of making it easier for others to discover talented, smaller artists and brands. This is how NORDINARY came to be – a platform where talented, smaller artists and brands can be discovered by those looking for something unique, that not everyone has, and which is made with passion.

We felt there was a gap for a space where it wasn’t just about buying a product for your home, but also about the experience of discovering a designer or artisan. The feeling of hearing the story behind each product and taking it home is hard to replicate online. But we do our best to come as close to that experience as possible by bringing the people behind the designs into the spotlight and sharing their stories and the thoughts behind their work.”

How do you find and select the brands and designers you collaborate with?

“We discover the brands we collaborate with in many different ways – from exciting finds during our travels, to discoveries on Instagram, or even direct inquiries from interested brands.

To ensure that the brands and artists we work with reflect NORDINARY’s values, we base our selection process on four criteria:

Unique design: We exclusively collaborate with independent brands that are either owned or run by the designer themselves. This ensures that each product stems from personal passion, a strong artistic vision, and a clear brand identity.

Craftsmanship and quality: Our partners are dedicated to creating durable, high-quality products. Each item is crafted with great care, often in small batches, using materials selected for longevity.

Responsible production: We prioritize brands that produce responsibly, making it easy and transparent for our customers to understand how sustainable practices are integrated into their production. This could include handmade production, made-to-order concepts, or the use of upcycled and recycled materials.

Innovation and originality: We select brands that dare to think outside the box and have a distinct identity. These are the ones bringing fresh perspectives to the design world and creating pieces you won’t find everywhere.”

What inspires you?

“We are inspired every day by the brands and artists we collaborate with. Their passion, knowledge, and creative process are what drive NORDINARY forward.

We work with a diverse range of designers and people, but what they all have in common is a genuine passion for what they do. You can feel it, and it keeps inspiring us. Every time we connect with our partners, we leave with renewed energy and ideas to continue developing NORDINARY.”

What is the best advice you’ve received along the way?

“Perfectionism is great, but it should never become a roadblock to bringing projects or ideas into the world.

Both Alvaro and I tend to want to polish and fine-tune our projects until they feel 110% perfect before sharing them. That’s why we often remind each other that the most important thing is to get projects out there – the best test happens in the real world, and that’s where we learn and grow.”

What are the next steps for NORDINARY?

“After a successful launch, we dream of expanding NORDINARY and giving more unique designs a home. This means adding more categories and broadening our geographic reach.

Expanding our categories: We want to explore more product categories and present an even wider selection – still focusing on craftsmanship, quality, and responsible production. Thinking more globally: Right now, our focus is on Germany and Denmark, but we dream of opening up to customers worldwide.”

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