Photographed By Paulina and Emilia Wiberg
These are finally the photos of the interior of the Meloa store in Lund, Sweden. Or more precisely, photos of what the interior looked like last spring. Meloa, is family owned, and run by Emilia, Susanne, Paulina and Matilda Wiberg. "Owning a clothing shop together is something that we've always wanted to do," said Emilia Wiberg, and explained that they took the steps to fulfill their dream after their mum decided to quit her job a few years ago to go into business with her daughters.
Their grandfather chipped in with some of his vintage furniture, as well. And once in a while, their dad contributes with luxury chocolate assorments (my favourites) and assorted nuts (those too), from his company.
The name Meloa, is a modified version of Katie Melua's last name. "We found it hard to think of a suitable name...and we listened to a lot of music during this period" said Pauline Wiberg. So to cut a long story short, Katie - her music, basically served as an inspiration for the perfect name.
The sisters often vacation together. And they find inspiration for their boutique from visiting different cities, countries and cultures. And by shopping in other people's shops, like their friend's lifestyle store - Hemma Hos Emla, located just a stone throw away from Meloa in Lund.
In future, the Wibergs, hope to expand their little store, (or stores actually, as there is also a branch of Meloa in Malmö, along with a freshly minted webshop) into what they now jokingly call "Meloaland". A landscape of shops, with the identical concept of kitschy colours, cozy atmosphere and romantic theme.
And to think that I came this close to calling this blog entry "Needful Things" after Stephen King's novel. This close. I decided against it though, due to the horror inclination. In·cli·na·tion, lexicon! Fancy. Well, you can't blame a girl for trying, can you?
But I still can't shake it, that feeling of mystery. Meloa, is (just like in the novel) a charming little store that, "always seems to have an item in stock that is perfectly suited to any customer who comes through its door." And isn't that a little spooky, even to you?