Founders and owners of FJORNA, Oliver and Emilia take great joy in what they do. Their passion lies in creating timeless pieces and seeing every customer leave with a smile.
About us
Founded in 2000 by Oliver and Emilia Ward, FJØRNÅ began as a small boutique built on a shared love for timeless design and meaningful craftsmanship. What started as a modest Scandinavian-inspired concept has grown into a beloved brand — known for refined style, honest materials, and a genuine connection with its customers.
At FJØRNÅ, we don’t chase trends — we create lasting impressions. Every piece is thoughtfully designed, blending minimalist aesthetics with enduring quality. Using carefully sourced, sustainable materials, we craft garments that feel as good as they look — celebrating comfort, elegance, and longevity.
Driven by passion and guided by authenticity, Oliver and Emilia take pride in seeing each customer leave with a smile. Together with their dedicated team in the UK, they continue to shape FJØRNÅ into more than a fashion label — it’s a community built on trust, creativity, and true appreciation for the art of clothing.
Meet Oliver & Emilia — Founders of FJORNA
Meet the team
Lisa Allen
Head of Customer Relations
Ethan Clarke
E-Commerce Manager
Ava Thompson
Social Media & Content Specialist
Freya Lewis
Visual Merchandiser
Noah Evans
Warehouse & Packaging Lead
Amelia Carter
Sustainability Coordinator
Emilia Ward
Co-Founder & Operations Director
Oliver Ward
Co-Founder & Creative Director
Lisa Allen
Head of Customer Relations
Ethan Clarke
E-Commerce Manager
Ava Thompson
Social Media & Content Specialist
Freya Lewis
Visual Merchandiser
Noah Evans
Warehouse & Packaging Lead
Amelia Carter
Sustainability Coordinator
Emilia Ward
Co-Founder & Operations Director
Oliver Ward
Co-Founder & Creative Director
FROM CONCEPT TO CREATION
Founded in 2000, FJØRNA began with a simple yet powerful idea: To bring timeless, high-quality design into everyday life. What started as a small creative venture by founder Max has grown into a recognised name in the world of fashion and design.
Driven by a passion for quality, sustainability, and elegant simplicity, FJØRNA has built a reputation for carefully curated collections and outstanding customer experience. With a team of visionary designers and product specialists, we continue to expand across Europe and beyond — staying true to our roots while always moving forward.
At FJØRNA, every detail matters. Every product tells a story. And every customer is part of our journey.
OUR VISION
At FJØRNA, our vision is to create clothing that blends timeless design with everyday comfort — pieces that feel personal, look refined, and are made to last. We believe that fashion should never be wasteful or overcomplicated. That’s why we focus on collections that are thoughtfully curated, responsibly made, and easy to wear.
Looking ahead, our goal is to grow FJØRNA into more than just a clothing brand — we want to build a movement. One that celebrates individuality, values transparency, and redefines what affordable quality truly means. We’re expanding our exclusive FJØRNA Studio line, strengthening relationships with trusted suppliers, and committing to more eco-conscious materials and packaging.
Because FJØRNA isn’t just about dressing well — it’s about doing better. For people, for the planet, and for the future.
OUR ONGOING COMMITMENT
At FJØRNA, we’re committed to creating fashion that is not only timeless and stylish, but also accessible.
We believe that clothing is a powerful form of self-expression — it shapes how we feel, move, and present ourselves to the world. Our pieces are designed to offer confidence and comfort, day after day.
With a strong focus on quality, sustainability and fair pricing, we aim to make a positive impact in the fashion industry — offering collections that strike the perfect balance between design, functionality, and responsibility.