Behind the scenes at Casa W - time for reflection

At Casa W, many products don't start with a spreadsheet, but with time to feel materials, colors, and atmospheres. Behind the scenes, the work is about immersion, handpicked finds, and the small choices that make each product personal.

From billable hours to immersion

Before I started Casa W in 2022, I worked in the consulting industry. Back then, words like hourly rates, billable hours, and efficiency were a natural part of my daily life.

It has taken me a while to get used to the fact that some of the most important work at Casa W cannot always be measured immediately. Sometimes, the most valuable thing is to take hours — and occasionally entire days — out of the calendar to immerse myself.

This could be in the work with the colors for a new collection of kaftans from Bali, the selection of handmade ceramics from Morocco, or the small graphical touch that makes an image, email, or text feel more like Casa W.

The creative process behind Casa W

When I choose new products, it's rarely just about whether something is beautiful. It also has to serve a purpose in a home. It needs to have texture, warmth, and character. And preferably that special feeling that it tells its own story.

That's why I spend a lot of time looking at materials, colors, and shapes. How does a Moroccan bowl interact with an old wooden table? Can a cactus silk pillow bring calm to a sofa? What happens when a vintage marble tray is allowed to sit out in the kitchen?

These are the kinds of questions I return to again and again. Not because they always have a quick answer, but because they help me find the products that feel right.

Being a solo entrepreneur

There are days when I miss colleagues. I miss developing ideas with others, gaining new knowledge at a conference, or discussing a thought over a cup of coffee.

But I wouldn't trade life as a solo entrepreneur. Even if it means that on a typical week, I can put designer, buyer, logistics manager, social media manager, customer service, and head of administration on my business card.

It's many hats. But it's also precisely what makes working with Casa W so vibrant.

Products with time, craftsmanship, and history

Casa W is built around unique products from places like Morocco, India, and Bali. I look for things that don't feel mass-produced or perfectly polished.

I appreciate the handmade, the slightly quirky, and the tactile. Ceramics where the glazing varies. Textiles where the colors play differently. Vintage finds where the patina is part of the charm.

For me, that's precisely what makes a home interesting: when things don't just take up space, but contribute with atmosphere, calm, and personality.

A little peek behind the scenes

Behind every product lies more choices than one might immediately see. Colors must be chosen. Suppliers must be contacted. Photos must be taken. Texts must be written. Packages must be sent. And in the midst of it all, I try to maintain a clear vision.

Because Casa W shouldn't just be a webshop. It should be a small universe of handpicked products with soul — things that can make your home feel warm, personal, and curated over time.

Therefore, immersion is important. Even if it can't always be billed in the traditional sense.

Thank you for following along

I enjoy working with Casa W every single day. And I am genuinely happy when I see that you embrace the products, stories, and the universe I am slowly building.

It means the world.

If you want to explore some of the products that have come into being through this very process, you can see our selection of Tamegroute ceramics, pillowcases, and vintage finds.