About us

How did it all begin?

We are a small family business, Jennifer and Fredric, working together to make JFR what it is. Our e-commerce journey began back in 2011 with jewellery, and since then we have grown to sell makeup and clothing.

But everything changed in November 2022, when I (Jennifer) became a mother. Suddenly, trends and clothing felt less important. I asked myself: Do I want to continue with JFR as it was then? The answer was no. But it was not an easy decision.

On 28 February 2023, we closed down the website. I remember standing in the wardrobe folding clothes, crying my eyes out when the website went offline. There I stood, holding a single sock, unaware of what the future had in store. But I had my beloved son to focus on – and that made everything a little easier. 

For the first time in 12 years, my husband and I took a step back. We took time off, properly, to gain some perspective.

Six months later, on a sunny beach in Skåne, the idea was born. We wanted to create practical and stylish products for the IKEA Antilop highchair – products that make mealtimes a joy for children. They were something we ourselves had been missing for our son.

We got started! Every Thursday, while Fredric and our son were at baby swimming, I sat down and ordered our very first products. It was a wonderful feeling to be up and running again. The delivery arrived shortly afterwards, we booked a photoshoot, and on 7 February 2024, the website reopened.

I can promise there were a few tears then too – but this time they were tears of joy! ❤️

We are a Swedish company with a warehouse located in Älvängen, just north of Gothenburg.
Our company registration number is 556856-7514.