About us

About me and TheShooShoo

The Shoo Shoo started out of my desire to create something of my own with my hands . I have worked as a jewelry maker for over 20 years , and craftsmanship has always been a natural part of my life. But at the same time, sewing has always been there – as an interest that has never really let go.

I enjoy the process. Choosing fabric , trying shapes, adjusting and sewing until it feels right . Color and pattern are important to me , but so is function . A hair accessory should not only look good, it should be comfortable to wear and last .

All products are created by me in my workshop in Viskafors outside Borås in Western Sweden. I buy fabrics locally as much as possible , and am inspired by the proximity to what is often called the Kingdom of Fabrics. Here there is a strong textile tradition and a natural respect for materials and quality .

I work small and with a focus on sustainability. This means I try to use materials thoughtfully and minimize waste . I choose fabrics like satin, cotton and taffeta – sometimes even beautiful vintage fabrics – and sew each accessory myself.

My idea with The Shoo Shoo is simple: to create hair accessories that feel personal and usable , both for everyday life and parties. Small details that can make an outfit more alive, without taking over.

This is a small company , built on many years of creative joy and a genuine love for craftsmanship.

 

What does shoo shoo mean?

The name The Shoo Shoo comes from the French word chou chou , which is the word for scrunchie . I was hooked on how it sounded – soft , playful and simple.

When I said it out loud with the Swedish pronunciation for my loved ones, I noticed that it had a slightly different expression. From there grew the idea to adapt the spelling so that it reflects how we actually say it here . Chou chou became Shoo Shoo.

It 's a name that feels light and personal, just like the accessories I create .

 

Thank you for listening and supporting small - scale , Swedish design . It means more than you realize . 🤍