The business idea behind House of Nori is to sell jewelry made of gold-plated stainless steel. Outwardly, it is thirty-year-old Dora Blidovic who is the face of the brand and the seemingly sole founder.
With a background in marketing and e-commerce at companies such as Hövding, Madlady and Timi of Sweden, she is the one who fronts all of the company's social media channels. On platforms like Tiktok and Instagram, followers get to join her behind the scenes in the life of an e-commerce entrepreneur daily.
But a look at the company documents reveals a completely different structure.
Dora Blidovic is not registered with Bolagsverket (the Swedish Companies Registration Office) at all. The board of directors of House of Nori AB consists instead of her partner Christián Truedsson as an ordinary member, and Eddie Svensson as a deputy member. These two men are also the sole owners of the parent company DGT Holding AB, which in turn is 100 percent owner of House of Nori.
According to the company, the e-commerce journey began when the pandemic paralyzed the labor market. Dora Blidovic had graduated and was looking forward to a career in fashion, but instead faced an uncertain future. Frustrated with the situation, and with how her brass jewelry constantly discolored during trips, a concept began to take shape.
After intensive research, the solution was found in PVD-plated stainless steel. Today, the project has grown out of the couple's shared apartment and is managed from an external warehouse.
The fact that the concept of sustainable accessories was perfectly timed is clearly visible when looking at how the company has performed financially since its inception.
Flying Start in the Annual Report
During its first extended financial year, which ran from the end of October 2024 to the end of March 2026, House of Nori achieved a turnover of 6.4 million Swedish krona. Operating profit for the same period landed at approximately 246,500 Swedish krona.
The company had one employee during the financial year.
With the sales figures in black and white, it is clear that demand quickly became high. This may be due to the company receiving support from some of Sweden's most popular influencers, such as Antonija Mandir.
Growth Pains Forced a Move
The rapid increase in sales soon placed new demands on daily operations. Initially, all handling was done in a very small-scale environment, where the couple's living room in Malmö served as both storage shelf and packing station. Cardboard boxes crowded everywhere in the apartment and the work of packaging orders often took place from early morning to late evening. Eventually, the founders reached a limit and decided to take the next step.
I took a big step and moved the entire business from my living room to a warehouse that could help me pack and ship all orders. It was a milestone for me – from something that felt like a hobby to a professional company, writes Dora Blidovic on the website.
Once the logistics were outsourced to an external partner, time was freed up to focus more on brand building itself. Instead of handling packaging, large resources are now invested in the relationship with the target group and building a community around the products.
On the website, customers are encouraged to become part of the "Friend of Nori" network, a strategy that aims to offer a lifestyle and include buyers in the daily life of e-commerce. This sense of community is largely driven by Dora Blidovic's constant presence on social media.
Where we go from here remains to be seen. But one thing is certain, the best is yet to come, writes Dora Blidovic.