From launching a whimsical luxury jewelry brand to founding a purpose-driven ice cream company that scaled across Europe, Hanna Reimers has built her career on creativity, resilience, and a passion for entrepreneurship. 

After successfully exiting her second startup in 2023, she now channels her experience into helping early-stage businesses grow through strategic branding, sales, and business development. Find out more about Hanna’s journey, the challenges she’s overcome, and her vision for a more inclusive and sustainable startup ecosystem.

1. Hi Hanna. Thank you for agreeing to do the interview. Please tell us about your background and your connection to the startup world.

Hello! Thanks for having me. I’ve always been drawn to business and people, so after a few years in a marketing role in the Netherlands, I took the leap and started my first company — a luxury fashion jewelry brand designed to look so delicious you’d almost want to eat it. It was like magic, turning an idea into something real, seeing customers fall in love with the products, and knowing it all started with a spark of inspiration.

My second venture came from a much more personal place — when I became a mom. My daughter has food allergies, and I wanted to create an ice cream that was not only delicious but also made from pure, healthy ingredients that were good for both people and the planet. I had a deep passion for food but zero experience in the industry, so it was a wild and exciting journey — developing recipes, finding a factory, working with designers, and eventually getting the ice cream into Sweden’s top retailers and organic stores across Europe. After ten years, two funding rounds, and much learning, I sold the company in 2023.

2. You’re providing strategic advice to startups and food companies, focusing on branding, sales strategy, and business development. Tell us more about your mission.

Having run a startup myself, I know firsthand how thrilling, challenging, and sometimes downright exhausting it can be. I love giving back and helping others navigate the rollercoaster of entrepreneurship. 

My mission is simple: help founders build strong, sustainable businesses by giving them the tools, insights, and confidence to create real results. Whether it’s branding, sales, or business development, I love working alongside passionate entrepreneurs to turn ideas into reality.

3. What is it about entrepreneurship and the startup world that particularly attracts you?

At its core, entrepreneurship is about improving people’s lives and making a real impact on the world. But on a personal level, I love the creative energy — the excitement of building something from scratch, the unexpected collaborations, and the thrill of never having the same day twice. 

There’s so much variety, and I love how startups connect people across borders and industries, constantly pushing new ideas forward.

4. After years of working with startups, what advice would you share with founders reading this interview?

I’m a big believer in startup methodology. Even though it can feel scary, talking to and selling to customers as early as possible is one of the best ways to refine your offer and make sure you’re solving the right problem. 

It’s easy to spend months (or years!) perfecting something in isolation, but getting real-world feedback early on can save you a lot of time and effort in the long run.

5. What’s going well in the startup ecosystem in Stockholm at the moment? Which challenges is the ecosystem facing?

Stockholm has an incredible startup scene — it’s full of brilliant minds and game-changing ideas. But let’s be honest, running a startup is never easy. Breaking new ground means facing challenges that haven’t been solved before. Right now, taxation for small businesses in Sweden is tough, and the financial climate isn’t exactly founder-friendly.

That said, human creativity is unstoppable, and it’s so inspiring to see entrepreneurs push forward with new solutions. I’m passionate about the environment, and I believe real change will come when we start designing tax policies that actively support sustainable businesses rather than making it harder for them to thrive.

Another challenge is the outdated perception of who “gets to be” an entrepreneur. We need to embrace more inclusivity in the startup world, welcoming all ages, backgrounds, and genders. Innovation doesn’t have a fixed profile, and I’d love to see more diverse founders stepping into the spotlight.

Thank you very much for sharing your story and insights, Hanna. We wish you the best of luck in your future endeavors.

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