Sara Wimmercranz is not only a mother of four, she is also one of Sweden's most powerful businesswomen, fashioner and influencers. Now she has she been named Sweden's Second Hand Profile 2024 by Erikshjälpen Second Hand.
On March 6, TV4 Nyhetsmorgon revealed that Sara Wimmercranz has been named Sweden's Second Hand Profile 2024.
- "This award is a confirmation that second hand has really taken off. Style has nothing to do with new production, style is a personal expression, which should have as low emissions as possible, says Sara.
Sara Wimmercranz is one of Sweden's most powerful tech-investors. Many people recognize her from SVT's production Draknästet where she participates as one of the investors in the jury panel. Sustainability has always been important to Sara. For anyoneot years ago she chose she to completely stop buying newly produced fashion.
The Swedish Second Hand Profile award is presented by Erikshjälpen Second Hand every year. Sara Wimmercranz was one of three finalists nominated this year.
- "We are so happy to be able to give Sara this award. She takes a stand and really shows that second hand belongs in every room, from the living room to the boardroom, says Anette Alm Gustafsson, Executive Director of Erikshjälpen Second Hand.
In 2022, Sara made a New Year's resolution to only borrow, buy second-hand or traceable fashion. On her social media, she is now influencing more people to shop second hand.
- What at first felt like a limitation quickly became a creativity and freedom to choose my own unique style, and for the first time I became interested in fashion for real. Now I can't believe I listened to all the platitudes that both fast fashion and luxury brands try to fool us with. You can't become yourself through consumption, forget it!
Sara Wimmercranz is the norm breaker who clearly shows that change needs to, and can, happen at all levels, and in all arenas. When she made a New Year's resolution in 2022 to only borrow, buy second-hand or traceable fashion, it was the start of a journey that has engaged and created ripples. Today, Sara Wimmercranz is not only a well-known investor and Sweden's most powerful businesswoman, but also, to her great surprise, a fashion profile and influencer. With a mix of humor and seriousness, she reaches out through the noise and inspires many to turn around their unsustainable buying habits. Sara shows in a simple and relatable way the added value of changing and that second hand is for everyone, regardless of wallet, social status or style. Sara brings sustainability into the mainstream and out to the masses as she breaks norms in circles where second-hand has previously been taboo. With great credibility and authenticity, she has become a given voice in the debate on sustainable consumption and a worthy winner of the Sweden’s Second Hand Profile 2024 award.
As the winner of Sweden's Second Hand Profile 2024, Sara will have the opportunity to award one of Erikshjälpen's projects for children's rights 25,000 Swedish kronor (SEK). Sara Wimmercranz has chosen to donate the 25,000 kronor to Erikshjälpen's interventions to help children in countries affected by climate change.
- Erikshjälpen has several very important projects in areas affected by drought and flooding due to climate change. "Climate and the environment is truly the issue of our time and I hope to inspire more people to get involved. Not least politicians, as legislation is crucial in this work," says Sara Wimmercranz.
Every year, Erikshjälpen Second Hand awards the Swedish Second Hand Profile to someone who, through their commitment, contributes to an increased interest in second hand and its possibilities. It can be about innovative ideas, creative solutions or smart environmental work through reuse.
The recipient of the Sweden's Second Hand Profile award receives a diploma and a statuette, as well as the right to award one of Erikshjälpen's projects for children's rights equivalent to 25,000 Swedish kronor (SEK).
On March 2, Erikshjälpen Second Hand opens the doors for the pop-up shop at Asecs in Jönköping. The store focuses on clothes and accessories, with elements of goods for home and household. The name of the store is secondhand.se by Erikshjälpen.
In 1990, Erikshjälpen Second Hand's first stores were opened. The shops were started to raise money for the social and humanitarian efforts of the Erikshjälpen Foundation. Today, there are 52 stores around Sweden, all of which contribute to Erikshjälpen's work. Now Erikshjälpen Second Hand takes another step and opens a pop-up store.
Johanna Donker works as a center manager at Asecs in Jönköping and she describes that their visitors have long requested second hand at the shopping center.
- We have continuous contact with our visitors and listen to their wishes, and many have longed for second hand at Asecs. It is with open arms that we welcome Erikshjälpen and all the good they stand for and do.
The store at Asecs is the first of its kind, and Erikshjälpen Second Hand hopes to make similar investments in other locations.
- "We are so excited about this opportunity. By establishing ourselves in a well-attended shopping center like Asecs, we hope to inspire even more people to shop circularly," says Annette Alm Gustafsson, Executive Director of Erikshjälpen Second Hand.
secondhand.se by Erikshjälpen can be found at the Asecs shopping center in Jönköping. The store is located next to Åhléns, near entrance A, and has a carefully selected range of clothing and accessories with elements of goods for home and household.
Opening hours: secondhand.se by Erikshjälpen
Ulla Nilsson, Erikshjälpen's founder Erik Nilsson's widow and driving force in Erikshjälpen's work, has passed away at the age of 91.
Just before the Christmas holidays, the news came that Ulla Nilsson has passed away. Ulla was 91 years old and was involved in Erikshjälpens activities to the very end. Ulla met Erik Nilsson, the founder of Erikshjälpen, in the late 1950s and they found each other even though the geographical distance between them was long. They started exchanging letters, met at a train station and became a couple - against all odds.
Ulla and Erik married in 1958. By then, Erik had already started work on what would later become Erikshjälpen. Erik suffered from an incurable hemophilia and when he was hospitalized for long periods, Ulla kept the work going. She is the founder of the successful "Systerns låda", which brought joy to generations of sick children in Sweden, and when Erik passed away in 1966, it was Ulla who ensured that the work could continue.
Ulla was cautious and withdrawn, but also determined and realistic with a wonderful sense of humor and generosity. She was always interested in Erikshjälpen's work and always concerned that every krona that came in would be used correctly. Her presence and deep friendship with both staff and donors has over the years given security and stability to Erikshjälpen.
As natural as it is for a 91-year-old to leave this earthly life, it is equally sad that she is no longer around. While there is a tremendous sadness and loss, there is also a tremendous gratitude for all the good that Ulla accomplished during her time here on earth. All thoughts are with Ulla and Erik's beloved children and their respective families.
Here you have the opportunity to honor Ulla's life's work with a gift.
Honor Ulla Nilsson's life's work with a gift