About us
How did it all start?
We are a small family business, Jennifer and Fredric, who together make sure that JFR exists. Our journey in e-commerce began back in 2011 with jewelry, and since then, we’ve expanded into selling makeup and clothing.
But everything changed in November 2022 when I (Jennifer) became a mother. Suddenly, trends and clothes seemed less important. I asked myself: *Do I want to continue with JFR as it was before?* The answer was no. But it wasn’t an easy decision.
On February 28, 2023, we shut down the website. I remember standing in the wardrobe, folding clothes and crying like crazy as the website went dark. There I was, holding a single sock, unaware of what the future would bring. But I had my beloved son to focus on—and that made everything a bit easier.
For the first time in 12 years, my husband and I took a step back. We took a real break to gain some perspective.
Half a year later, on a sunny beach in Skåne, the idea was born. We wanted to create practical and stylish products for the Antilop high chair from IKEA—products that would make mealtime a joy for babies. It was something we had personally missed for our son.
We got started! Every Thursday, while Fredric and our son were at baby swimming, I was busy purchasing our very first products. It was such a great feeling to be back in action. The delivery came soon after, we booked a photoshoot, and on February 7, 2024, the website reopened.
I can promise there were a few tears that day too—but this time they were tears of joy, and I wasn’t holding a sock! ❤️
We are a small family business, Jennifer and Fredric, who together make sure that JFR exists. Our journey in e-commerce began back in 2011 with jewelry, and since then, we’ve expanded into selling makeup and clothing.
But everything changed in November 2022 when I (Jennifer) became a mother. Suddenly, trends and clothes seemed less important. I asked myself: *Do I want to continue with JFR as it was before?* The answer was no. But it wasn’t an easy decision.
On February 28, 2023, we shut down the website. I remember standing in the wardrobe, folding clothes and crying like crazy as the website went dark. There I was, holding a single sock, unaware of what the future would bring. But I had my beloved son to focus on—and that made everything a bit easier.
For the first time in 12 years, my husband and I took a step back. We took a real break to gain some perspective.
Half a year later, on a sunny beach in Skåne, the idea was born. We wanted to create practical and stylish products for the Antilop high chair from IKEA—products that would make mealtime a joy for babies. It was something we had personally missed for our son.
We got started! Every Thursday, while Fredric and our son were at baby swimming, I was busy purchasing our very first products. It was such a great feeling to be back in action. The delivery came soon after, we booked a photoshoot, and on February 7, 2024, the website reopened.
I can promise there were a few tears that day too—but this time they were tears of joy, and I wasn’t holding a sock! ❤️