As a child, Noemi Ivanova dreamt of becoming an interior designer. Raised in a family where her father is an artisan and her mother has a strong passion for knitting and sewing, she early discovered her interest in handicraft. Thus, working with her hands and creating things are Noemi’s biggest motivations for everything she does.
Instead, she started making lingerie. Founding her own label, Made by Noemi, in 2004 with the vision of combining fashion, function and style into lingerie. She wanted to give women an alternative to all the push-up-bras and g-strings that were the norm at that time in Sweden.