About us

How do you get started?

We are a small family business, Jennifer and Fredric, who together make sure JFR exists. Our e-commerce journey began back in 2011 with jewelry, and since then we have expanded to sell makeup and clothing.

But everything changed in November 2022 when I (Jennifer) became a mom. Suddenly, trends and clothes felt less important. I asked myself: Did I want to continue with JFR the way it was back then? 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 closet folding clothes, crying my eyes out, when the site went dark. There I was, holding a single sock, not knowing what the future would bring. 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—truly off—to gain some perspective.

Six months later, on a sunny beach in Skåne, the idea was born. We wanted to create practical and tasteful products for the Antilop high chair from IKEA—products that make mealtime a joy for children. It was something we ourselves had missed for our own son.

We hit the ground running! Every Thursday, while Fredric and our son were at baby swim class, I sat and ordered our very first products. It felt great to be back at it again. The delivery arrived shortly after, we booked a photo shoot, and on February 7, 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 organization number is 556856-7514.