About the Founder

As a little girl, I watched cartoons like everyone else — but I was drawn to something more.
I’d sit in front of the TV, mesmerized by the runways on Fashion TV. I admired women like Cindy Crawford — bold, elegant, completely at home in themselves.
I didn’t know it then, but I was chasing that feeling — not attention, but presence.

Years later, life led me into nursing — a world built on care, responsibility, and quiet strength.
Then came a few love lessons, some heartbreak, and a moment of stillness that changed everything.
I realized how far I had drifted from myself.
And I knew: it was time to take myself seriously — and finally try the thing I’d always dreamed of.

That dream became Fefélova Lingerie.

I’ve always loved fashion, and all the small, beautiful things about being a woman — the quiet rituals, the details, the invisible world we carry inside us.
Fefélova was born from the love I had been holding in — and finally needed to release.

Because I love being a woman.
Because I’m endlessly curious about how things are made.
Because fashion, to me, feels like a language — one that speaks softly but says everything.
And because in building this brand, I’ve met a part of myself I didn’t know I’d been missing.

Today, I still work full-time as a nurse in Oslo.
In between shifts — early mornings or soft evenings — I build Fefélova from my apartment, where my living room is also my showroom.
I don’t have a business degree, a network, or a blueprint. Just a vision I can’t ignore.

This brand is my love letter to women like you.
To the woman who’s ready to come home to herself — and wear lingerie as a quiet act of love and self-respect.
Because sometimes, wearing something beautiful that honors you is the quietest way to say: “I’m choosing me.”
And when you do, something inside begins to come back to life.
For yourself. From yourself. Because you are the reason, my love.