INTERVIEWS

at{mine} founders | Ia Bergman and Helena Benelbas

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Hvorfor startede I at{mine}?

Stort set hver gang vi besøgte familien eller venners hjem udbryder en eller anden altid ”Jeg elsker den her, hvor er den fra?” – og det startede vores idéer. Vi ville gerne overføre dette til online mediet og give muligheden for at personlige hjem kunne inspirere andre.

Vi arbejdede begge indenfor investering, så det var et stort skridt for os begge at springe ud i iværksætterrollen, men vi har ikke fortrudt.

I er næsten klar til at lancere og åbne siden for alle – hvem vil I gerne have med?

Vi er virkelig heldige, at vi allerede har mange af de ledende online interiør aktører med, både bloggere og brands, men vi vil også meget gerne have helt ”almindelige dødelige” med. Flotte hjem findes over alt, og vi glæder os til at spotte dem verden over via sitet.

Hvordan arbejder I med brands på at{mine}?

Vi elsker at samarbejde med vores medlems brands og sætte dem sammen med andre i vores fællesskab. Med den seneste Bloggers Tour London fik vi chancen for at vise Design Bloggers United nogle af vores mest elskede beta medlemmer – Liberty, Heal’s, West Elm og the New Craftsmen – rimelig fedt!

Generelt er det dog sitets medlemmerne delinger og tags af virkelig produkter I deres private hjem der promoverer vores medlems brands. Konceptet er grundlagt på reel mund-til-mund i stedet for annoncering, noget du heller ikke finder på at{mine}.

On Display_Ia_1AT{IA BERGMAN}

Hvad er jeres vildeste oplevelse med at{mine}?

Det kommer måske som en overraskelse, men vi er bestemt ikke de vildeste tøser i byen! Vi har netop lanceret vores nye site til vores beta medlemmer efter måneders hårdt arbejde, så vi tænker det skal fejres med en brunch med drinks – vi lever livet farligt!

Hvad er det første I tænker på mandag morgen?

Kaffe! Egentlig ikke kun mandag morgen – som iværksættere og mødre med små børn, er kaffe vores eliksir.

Hvad vil du have ønsket jeg havde spurgt jer om?

Hmm … hvilke sange vi synger i badet??

 My Hallway_Helena_1AT{HELENA BENELBAS}

Why did you start at{mine}?

When we visited homes of friends and family, inevitably someone would say ‘I love this, where did you get it from?’ – and that sparked a conversation. We wanted to recreate that experience online, allowing personal home spaces to inspire others.

We were both working in investment banking at the time so it was quite a step change for us, but we have never looked back. 

You are almost ready to launch and open the site for everyone – who do you hope to get involved?

We’re really fortunate to already count some of the interior industry’s leading figures and brands as members, but we’re just as happy seeing the amazing real homes of ‘mere mortals’ from around the world pop up on the site. So more of both!

How do you work with different brands on at{mine}?

We love to collaborate with our brand members, and connect them with other members of the community. At the recent London Bloggers Tour we got the chance to show the Design Bloggers United crew around some of our best-loved beta members – Liberty, Heal’s, West Elm and the New Craftsmen – which was pretty ace. 

But in general it’s the community members sharing and tagging of real products in their homes that promote our member brands. The concept is founded on honest word-of-mouth rather than advertising, which you won’t find on at{mine}.

What is your wildest experience working with at{mine}?

This might come as a disappointment, but we are definitely not the wildest gals in town! We just launched our new site to our beta community after months of hard work and our idea of a celebration is going for a nice boozy lunch…living on the edge!

What is the first thing you think about Monday morning?

Coffee! Well not just on Monday mornings – as entrepreneurs and mothers of very young children it’s our life elixir.

What would you wish I had asked you about?

Umm what we sing in the shower?!?

 

Portrait by Ingrid Rasmussen

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