If you told Maja Svensson when she moved to New York to work at Swedish consulate five and half years ago that in 2013 she would own her own fashion brand, she would hardly believe you. But it’s true. “Sweden is not as entrepreneurial as New York, ” Maja told us. “But here I got really inspired, and I wanted a career change.” Without a formal training in fashion design, she learned as much she could from her pattern makers and when she realized that her designs were being well-received, Elsa and Me was born.