Conversation with… Nina Daniels, founder of Nina D
Here we speak with Nina Daniels, founder of Nina D, about how her background in luxury retail and love of family traditions in her native Sweden inspired her to establish her handmade tableware brand. She also discusses the challenges of launching a business in the pandemic, the evolution of her customers, and what’s next for Nina D.
Hear Nina speak at TRB’s Retail Ecom North conference in Manchester on 4 February. Reserve free places here
Subscribe to TRBCan you tell us a bit about yourself and your career background?
I was born in Stockholm, Sweden. I grew up with a Scandinavian upbringing, strong family traditions, and creativity at the centre of everyday life.
I’m an artist and designer, now based in Cheshire, and I’ve lived in England for nearly 30 years. I originally moved to London to study theatre, set and costume design at Wimbledon School of Art. Following that, I embarked on a successful career within luxury retail, working creatively within marketing departments on store layouts, concepts, and window displays.
I worked globally with brands such as De Beers Diamond Jewellers, Burberry, and ESCADA. It was an incredible experience. After leaving London, I had my son, who is now 13, and continued my creative journey working freelance.
What led you to set up Nina D?
After settling in Cheshire, my son’s father and I divorced and started a new life here. In 2019, there was a tragic turning point when his father unexpectedly passed away. My son was just six years old.
At that time, I was working part-time, but without family or childcare support, I couldn’t continue while also being fully present for my son through his bereavement. I stepped away from employment to focus on supporting him.
That summer, we travelled back to Stockholm to see family. Whenever I went home to Sweden, I always bought a new set of placemats; it was a lifelong tradition for me. Standing in my favourite store, about to choose another set, I suddenly thought, why am I buying this? I’m an artist and designer; I could create this.
That was the lightbulb moment. I returned to England, started researching, developing designs, and launched Nina D in early 2020.
The idea of ritual and connection seems central to the brand. Where does that come from?
It comes directly from how I was brought up, and from supporting my son. During that time, I saw first-hand how important the ritual of setting the table was for our wellbeing. Switching off technology, sitting down together; that’s where we communicated, connected, and supported each other.
That’s how I grew up too. It goes back generations with my parents and my grandparents. The table was always the heart of the home. It’s where you share ups and downs, laughter and tears, and create memories.
Setting the table doesn’t need to be elaborate. It’s about clearing the space, clearing away work and distractions, and making time for human connection. That ritual became the foundation of Nina D.
What were the main challenges in the early days of the business?
I launched just weeks before the pandemic swept across the world. Nina D is almost six years old now, and those early weeks were incredibly challenging.
I decided to continue and focused fully online. Every order was, and still is, beautifully gift wrapped, with a handwritten personal note. That experience comes from my luxury retail background.
During COVID, people couldn’t see loved ones, so they sent gifts instead. Customers trusted me to take care of that moment for them. Something meaningful arriving at Christmas or during lockdown made a real difference.
That experience became a core part of the brand. Customers come back because they know every order is treated with care. The unboxing experience is crucial part of Nina D.
Who is the Nina D customer today, and has that changed over time?
Initially, my customers were looking for unique designs and original artwork. Over time, that’s evolved into a much deeper appreciation for sustainability, craftsmanship, and meaningful products.
All our placemats and coasters are handmade in England. I work very closely with my manufacturer. The linen comes from a family-run business in Lithuania, using natural, organic dyes.
Today’s Nina D customer is seeking timeless pieces and that’s the opposite of fast fashion. They want products that last, with a story behind them. COVID really reinforced this; people turned their homes into dining spaces and rediscovered the joy of tablescaping and shared meals.
With increasing screen time and technology overload, people are craving human connection more than ever, and that’s what Nina D supports.
What’s next for Nina D?
It’s a hugely exciting time. I’m launching a new floral design this spring inspired by my grandparents, who lived on an island outside Stockholm. They were incredibly entrepreneurial, growing their own food, smoking fish for restaurants, and hosting long, beautiful meals around the table.
My tableware has also been featured in a Netflix series, which launched globally at number one That exposure has been incredible, with coverage across UK and international press.
Looking ahead, I’m carefully expanding into the right wholesale partnerships and retailers. I’m also planning to write a book that will bring together the story of Nina D, table rituals, design, and our family food traditions and recipes.
What does success look like for you now?
Success for me is seeing Nina D grow organically and step onto a bigger stage. And that’s happening now.
But just as importantly, success is hearing from customers who tell me that Nina D has helped them reconnect as a family, slow down, and come together around the table. If I can be part of improving people’s home lives in that way, then that truly is success.
