HI, I’M JOSEPHINE
It all started with a stack of Vogue Magazines and a love affair with my Grandmother's closet.
I’m a California girl with a Scandinavian soul—and I mean that quite literally. I was raised in a tiny town of just 1,000 people in rural Minnesota, where the winters were long, the culture was deeply Scandinavian, and life moved at a quiet, intentional pace. That Scandinavian influence is in my bones. It shaped how I see the world: simple, cozy, calm, and beautiful.
This is a space dedicated to elevating your everyday. To help you elevate your home, your space, your closet, your skin...
My love for style started early—with a pile of Vogue magazines stacked under my bed and a full-on love affair with my grandmother’s closet.
My granddmother was effortlessly chic in that understated, Nordic way, and her pieces told stories I wanted to wear.
Even my Finnish grandfather's trench coat and tailored overshoes carried their own quiet, Scandinavian story - simple, stylish, and built to last.
Welcome to SoCalScandi -- a curated life of calm, light, and quiet luxury—rooted in heritage, shaped by sunshine.
About the brand
After a chapter in Los Angeles pursuing acting and storytelling , I eventually found myself working for a Fortune 100 Company before having my minis.
Through my children, I really found myself craving something quieter—yet still full of light. SoCal Scandi is my answer to that: a blend of the breezy, sunlit rhythm of Southern California with the warm minimalism of my Scandinavian roots.
It’s a lifestyle that reflects my love for calm spaces, thoughtful living, and elevated ease. From neutral textures and cozy corners to skincare rituals and slow fashion, this space is a reflection of how I live—and love—to move through the world.
And always, there’s water. I grew up with lakeshores and sand between my toes, and now I live with the ocean nearby. That quiet, grounding presence of water has always been part of me—and it flows through everything I create here.
The Primer
Sometimes opening up feels like standing barefoot on cold earth--
But maybe becoming who you really are isn't loud or sudden -
Maybe it's a quiet remembering of someone you've always been.
Perhaps self-expression is a quiet strength—and words can be a home. That confidence isn’t loud, but steady—and often built in the in-between moments.
What I'm
loving
Gluten-free bread, lattes that taste like slow mornings, Bob Dylan, natural woods, linen shirts, denim that fits just right, greenery in abundance, simple table settings, old LPs and songs that linger.
What I'm
learning
That every age of childhood brings its own kind of magic, challenge, and lesson—each one shaping me as much as I shape them.
What I'm
not about
Clutter - for the home, the mind or the soul. Tightly packed schedules with no room to breathe. Trends that fade faster than they arrived. Crowding life with noise instead of meaning.
what I
believe
I believe age is a quiet detail, not a defining one. I believe we get better - not busier - with time. And I believe it's never too late to shift, to start over, or to show up fully as who you've always been becoming.
ON MY MOODBOARD
greenery
Dylan
always
Slow Mornings!
LIVE IN SUNSHINE
Swim SEA
DRINK WILD AIR.
in the
the
the
— RALPH WALDO EMERSON
partnerships & collaborations
I love partnering with brands that reflect a shared love for ease, intention, and refined simplicity. If your brand values soft living, slow style, and a sun-washed aesthetic, I'd love to connect.
Freebie Freebie Freebie
GET MY FALL CAPSULE WARDROBE GUIDE
Simplify your season with my free Fall Capsule Wardrobe Guide - a thoughtfully curated collection of versatile, neutral pieces made to mix, layer, and live in. Scandinavian ease meets California warmth for a closet that feels as calm as it looks.
follow @SoCalScandi
Follow along for more softly curated life - daily moments, style finds, and sunlit inspiration from home to wardrobe.
For behind-the-scenes calm→
Everyday Picks→
A Moodboard for Living Well→