From Crafting Jewelry to Crafting Brands: A Driven Journey

My entrepreneurial journey began early, at 14 years old, when I started crafting silver jewelry and selling it to local Jewellery stores while simultaneously importing branded caps and selling them at 10x markups to acquaintances. This early experience taught me valuable lessons, not less about the psychology of salesmanship.

My first structured business was an online proof-writing for academic tasks, assignments.dk. Students paid a fixed fee to have their high-school and university theses professionally corrected. While successful at launch, I quickly identified the scalability limitations due to seasonal demand cycles—an important lesson in business model viability.

In 2015, while pursuing graduate studies, I founded Orderstay.com, a technology platform connecting hotel chains and independent properties with their guests through mobile interfaces. The platform enhanced in-guest interaction and satisfaction levels. Despite establishing customer relationships, I made the strategic decision to close the venture after recognizing the importance of deep purpose and passion for long-term success in the hospitality technology space.

After four years of passive preparation, I launched in 2022 EDITION Y — an avant-garde consumer brand reimagining men's tailored jackets for the modern era, since scaled into rtw, footwear, and womenswear. EDITION Y addresses a problem that has captivated me since childhood: the need to elevate clothing to higher design standards without destroying quality or craftsmanship. In 2025, EDITION Y has established strong growth in the United States, with our contemporary pieces being worn by high-profile individuals who share same values.