We warmly welcome Frida Wimelius to us here at eXpression. In the role of project manager and coach, Frida will work on developing a collaboration platform where cultural and creative companies meet industry and to coach entrepreneurs and creators in their business development. 

We know that Frida is awesome on many levels. But what is she really most passionate about and what are her driving forces in life? What does she prefer to do in her free time and if she could choose freely, who would she most like to have a nice dinner with in private? We ask the questions and Frida answers: 

You have now completed your first week here at eXpression, how does it feel? 

It feels great to be here. The atmosphere is great and I have received a great welcome in the team. We all participated in a coaching course on Thursday and Friday, which was rewarding and gave me good tools for future meetings with companies, but above all to get to know my new wonderful colleagues. Otherwise, I have allowed myself to feel calm and that it is perfectly okay to not be in control of the situation when you are new at work. 

What opportunities do you see in your mission and what do you want to achieve? 

I want the project I will lead, which involves finding a good collaboration between industry and KKB, to be rewarding in the long term and provide a good deal for KKB and eXpression. So feel free to make suggestions and requests if you have any ideas on the theme. Then it will be really fun to coach companies and follow and take the entrepreneurs to new heights. 

In your free time, what do you prefer to do? 

Right now I'm very much a homebody and I can't get enough family time. Exercising, kayaking and gardening are great. Otherwise, I'm a bit of a mountain fox and prioritise spending as much time as possible on snow in all forms.  

Do you have any role models, which ones and why? 

Anyone who geeks out on what they are passionate about and goes their own way, even if that way is very rarely straight, is a hero in my eyes. 

If you had a free choice, who would you choose to have dinner with in private? 

Entrepreneur Sara Wimmercranz and I have many similarities, so it would be exciting to discuss sustainable business ideas with her. 

What are you particularly passionate about? 

Entrepreneurship and creativity have always been in me and is something I want to encourage everyone to explore. Therefore, it feels extra wonderful to go from self-employed, regional manager for Young Enterprise to now supporting the industries that are close to my heart at eXpression. I would like to immerse myself in social entrepreneurship and climate change. 

What are you most proud of? 

Besides my children, my shop Kii, which I started and ran for 17 years, was voted Sweden's best shop twice. It was such a wonderful confirmation and milestone in working life after hard work. Contributing to Young Enterprise's development has also been a rewarding and important contribution. And I'm proud that I always want to move forward and take things to new levels, but that I'm also very satisfied. 

Tell us something we don't know that would be nice for us to know about you? 

Here is a little mixed bag about me; My neighbour who watered for us at Christmas thought we were living in a rainforest as we have so many green plants at home. In 2023 I started painting with watercolour and charcoal. I have been top 3 in Sweden as a cross-country skier, volleyball team and as an entrepreneur. Otherwise, I have a weird and completely useless habit of counting things silently and dividing things into equal parts, like sentences, sticks on a fence, etc.   

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We warmly welcome Frida to eXpression! 

Header image: Evelina Rönnbäck