#supportyourlocal <br />
– Svane on Samsø

– Svane on Samsø

In the heart of Samsø’s most popular tourist town, Ballen, you will find Svane – a shop filled with handpicked garments in luxurious fabrics for everyday life – perfectly curated to give you that feeling of island living and never ending summers. We met Linda Rasmussen, owner of Svane for a talk about running a shop on an island and the #supportyourlocal movement.

Tell us about what inspired you to open Svane?

I started the shop back in 2006, but the inspiration actually came 30 years ago, when I visited a lovely shop at Lidingö, outside of Stockholm. I worked as a stewardess and had some hours in Stockholm by myself. It was such a lovely little store – filled with good energy and beach vibes. There and then I thought to myself: the dream must be to have this kind of place.


And then you decided to open you own shop at Samsø – what is so special about the island?

The light here is something unique, and the beautiful nature – being so close to the ocean. It is something that inspires me daily.


Your typical workday must be very dependent on the season?

 Yes, very! Samsø attracts lots of tourists in the summer. During these months, our customers are a lovely mix between locals, summer house guests and tourists – mainly from Germany and Norway. They come here to enjoy the sea, the nature and what nature brings – freshly caught fish, sweet strawberries and our famous Samsø potatoes. Autumn and winter are for reflection, ”hygge” and long talks with our local customers.

What are your Aiayu favourites?

The Bandipur Scarf, the Ophelia cardigan in white – and the striped Lulu shorts and Agnes dress for summer. Aiayu’s universe fits so well in here at the island.


During these challenging times, what do you do to keep the business running?

It means a lot to feel the support from our customers in these challenging times. Even though the store is closed, I advise my customers over phone and e-mail – I am their personal shopper. I also hear form a lot of our summer house guests that wants help with their summer wardrobe – they are looking forward to being back here soon. On the web shop we offer free shipping.


So, what are your plans and hopes for the next months?

I am dreaming of the day we are over the corona virus. In the meantime, I will go for long walks with my dog, Jytte Bulldog, get the shop ready for summer and prepare the web shop for all the new autumn winter 20 styles.

And, yes – I’m hoping we will all get through this the best way possible.

Visit Linda’s shop at:    |   Instagram

Shop the Journal