The story of For Ynde started back in Oslo 9 years ago where Martine met Fiona, her business partner, where they both studied at the same University. Over the years they developed a strong friendship, and both have always dreamed of creating something of real value for women all around us.

They both went on to build different careers and gained work experience from inspiring cities around the globe such as New York, Paris, London, and Sydney. Not so long after, both Martine and Fiona personally experienced the struggle of dressing for work as busy women, Ynde was established.

For Ynde is a platform that enables women to shop for easy-to-style fashion forward items that are globally sourced. Martine discusses in this interview that her main priority is to “help women by simplifying the time-consuming ritual of dressing for work.” And adds 5 tips on launching an e-commerce site.

What or who is your inspiration for what you do?

Every woman out there who dares to reach out for what she wants no matter how small or big it is. The woman who embraces the process of growth and understands this thrives on getting out of your comfort zone. The woman who respects her fears and believes they have can be used to better her style, strength, and sanity.

What books are you reading at the moment?

I am quite obsessed with self-development books, and I have recently finished both; The Power of Now and the following A New Earth. As dramatic as it may be, but The Power of Now changed my life for the better, and I’ve never looked back. The books made me open my eyes and see the world from a new perspective, and the secret is all about living in the present moment.

The very latest book, which I listened to on audiobook while traveling the past weeks, was Girlboss. A fun book by the founder of Nasty Gal that brings up most issues an online shop faces and the power it takes to amass to such an empire.

What is your life motto?

“Don’t cry over the past, it’s gone. Don’t stress about the future, it hasn’t arrived. Live in the present and make it beautiful.”

This captures exactly how I want to live my life, it also reflects one thing that I believe many people struggle with every day, the never-ending multitasking where your focus is not 100% on one task. I am working on this one myself because if your mind is focused on the task at hand, you will deliver your very best every time.

Has there been a difficulty you have had to overcome? If so what, and how did you jump the barrier?

I would say that the biggest challenge has been finding a way of working for myself. If you think of it, we need to build everything that a well-established e-commerce giant already has, including the different aspects needed for it to function. And also at the same time ensure that we stamp our own unique identity to it. There are so many things to think about at all times and as one of the founders, I need to trust my instincts when prioritising for our business.

Another challenge has been building a business with two friends. We didn’t have much work structure in the beginning, which we figured was not so good for our efficiency. We decided to make a few changes both together and individually. Personally, I have for instance started making more lists to tick off, and prioritise tasks (instead of going for the fun bit first). I am definitely learning a lot as I go!

Finally, where do you see yourself expanding and progressing to?

There is so much we want to do For Ynde, we are not going to limit ourselves with what we are launching this fall, but some things will be a surprise for those who wish to follow our journey. It’s perhaps very cliché to say, but we feel like the sky is the limit.

5  Tips on building an e-commerce website?

1. Be resilient

2. Dare to trust your own creativity and judgments

3. Embrace change and growth

4. Surround yourself with advisors and listen carefully. However, believe in your choices and don’t go and change an entire business structure because of one opinion

5. Offer items your potential customer wants and needs. It’s all about the right pieces at the right time



Twitter: @forynde | Instagram: @foryndestore

Contact Us

Give us a call or drop our team an email and we will contact you. We endeavour to answer all inquiries within 24 hours during business days.