Jennifer Jansch´s book “I had a dream (but no idea)”


When I´m in doubt about stuff concerning my company I ask myself “What would Jennifer do?”

Jennifer Jansch, the Swedish entrepreneur behind Bag-all, is my guru. She´s the kind of person that gets shit done and always seems so sure of every move, I rally admire that. She and her family moved from Stockholm to New York with a dream of a new kind of life. For those of you who follow her already know this but let me just say: it worked out great.

This spring her book “I had a dream (but no idea)” came out. I´ve had the plessure of photographing for her on several occations, some of those pictures can be seen in the book.


Buy it here!

“The book “I had a dream (but no idea)” is a book about how Bag-all came about. It is written by the owner and founder of Bag-all, Jennifer Jansch. It starts with her dream of having her own business, but not having any idea of what that might be. It leads us through the challenging times, the fun times, the obstacle people, the successes, up until today. Bag-all has come a long way from Jennifers living room to having her bags sold in over 25 countries world wide, a flagship store in Nolita, New York and owning her own printing factory in Brooklyn.

Jennifer believes we are all capable of fulfilling our dreams and goals. In this book you find out how.

The book comes in a super cute cotton bag with grosgrain closing and a handle with the text: “Bag of dreams”.”

PS: Follow her on Instagram @bag_all

dosfamily-introI photographed her summerhouse I while back, see the home tour here!