On a personal note

My mother was a seamstress. My very first childhood memories vary from that of the factory floor when visiting her at work, roaming through my aunts wardrobes and wearing their much too large heels when climbing trees, with endless summer days by the ocean.

Growing up, my mother made me any outfit I would imagine - whatever I had just seen on TV or film, she could create it for me. For all other pieces of clothing I owned, they were hand-me-downs from friends and family. And while my mother doesn’t remember doing this, she always presented each item to me as if they carried magic. This dress is from a posh shop in Gothenburg, this jacket can’t be bought anywhere else, those trousers had travelled so far!

I will be forever grateful that I was given the gift of understanding that clothes don’t just appear from thin air but brought to life through creativity, dedication and craftsmanship. And above all, I’ll always cherish that to me, second hand & vintage clothing always meant something magical - as it became my biggest interest and has consistently made out the majority of my own personal wardrobe.

With +20 years in the fashion industry I have spent the past few years focused on sustainable, timeless, and circular fashion. Having been a part of launching ARKET in 2017, I went on to launch my first company in 2018. It’s Re:Leased was a subscription based fashion rental service dedicated to changing consumer behavior at its core, that built an incredible community and collaborated with some of the most sought after brands in the premium fashion genre.

House of Tell was my passion project, born out of a fundamental believe that pre-loved represents quality, timeless design & personal style. So when the opportunity to move into a space I had been eyeing for years came along, I knew that time had come to offer a destination where great design and impeccable quality gets center stage.

Today, House of Tell is trusted by collectors, industry experts and passionate fashion nerds with selling their much loved pieces that they’re ready to let go of. And I am beyond grateful that I get to spend my days giving them new beloved homes, at Nytorgsgatan 36.

I look forward to seeing you there - welcome!

Johanna Norrman

Founder, CEO