At Merge Business Showcase: Chisel Design AB
Lessons in Art, Hustle, and Opportunity From a Chicago-to-Stockholm Startup
When you sit down with Serena and Stefan, founders of Chisel Design AB, you immediately feel it, the energy, the honesty, the midwest work ethic. Their journey from Chicago,Illinois to Scandinavia is full of grit, surprises, and a whole lot of faith. What began as a challenge quickly blossomed into a visual arts company that’s quietly redefining how artists show and sell their work in Stockholm.
This is their story.
Serena and Stefan did not set out to build a creative business in Sweden. They arrived from Chicago believing, like many who choose to make a life abroad, that hard work and good intentions would be enough to earn their place. Serena arrived in Sweden with a strong administrative background in higher education and a role in higher learning. Before moving, she worked as a college advisor in Illinois, helping families navigate academic pathways. Serena was gainfully employed until a restructuring where she was let go from her role. Serena sent out job application after job application, by the time she reached her 160th attempt, where some would have found defeat, Serena understood it was time to think differently. Her husband Stefan, grew up surrounded by creativity, with a display artist mother, an architect father, and a lifelong love for graffiti and mural work. He always knew he belonged in the arts. As a newcomer to Sweden he found himself in the creative industries. His energy was put into competitions, commissions, freelance gigs and roles where he consistently ended up doing the work of designers and project leads without being recognized for those roles he was already performing. It was Serena who asked “If you’re doing everything, why don’t we just build our own thing?” And so, in a moment shaped more by necessity, they decided to stop asking for employment and start building their own opportunities.
During difficult times, Serena and Stefan leaned on their faith, quietly reminding them that closed doors are sometimes redirections rather than refusals. They began to see possibilities where discouragement once lived.
It was faith that helped them hold onto the belief that their gifts had purpose, even when the world around them seemed unmoved by them. It was faith that kept them steady the day they realized they were only one missed mortgage payment away from losing everything. And it was faith that brought them both to the same conclusion: if their paths were not unfolding in the traditional way, then perhaps the traditional path was never theirs to follow.
““Every time things felt impossible, we leaned on our faith. That’s what carried us through the uncertainty and kept us dreaming bigger than our circumstances.” ”
And so, with limited resources and an abundance of determination, they began. Their first sip-and-paint event took place in their own apartment. Stefan built easels from discarded wood. Serena sourced chairs from a recycling center and carried them across the city. They weren’t sure who would show up. They weren’t sure how it would go. But they trusted that if they created a space with heart, people would feel it, and they did. Their first event sold out. The success of the event became a confirmation: they were on the right path.
As their business grew, so did their understanding of the creative landscape around them. They discovered that Sweden’s art world, while polished and esteemed, often operated with narrow definitions of what “counts” as art—and who counts as an artist. Many galleries were not artist-led, and with a lack of focus on local artists in favor of well known international artists. Leaving many emerging talents fighting for visibility. The couple recognized that gap not as a barrier, but as an invitation. They built a platform centered on fairness, transparency, and genuine artistic support, where artists were empowered, not sidelined. They wanted to create art spaces where creativity in all its forms could be celebrated rather than constrained. Today, their company represents emerging and mid-career artists from Sweden and abroad, offering them not only visibility but also fairer terms than many traditional institutions. Their exhibitions spotlight work that challenges the Swedish creative status quo.
But their studio is more than a workspace or a space just to display art. It is home to a growing community. A place where people feel seen, welcomed, encouraged. A place where art is not an exclusive experience, but a shared one. Throughout the uncertainties of building a business in a foreign country, the couple credit Swedish resources. Serena recalls scouring sites for starting a business in Sweden with no money, and shares how she discovered an online guide that became the roadmap.
“One of the best things about Sweden is how supportive it is of new ideas. There’s funding for the arts, for small businesses, for people who just believe in something enough to try.”
Thanks to their entrepreneurial experience Stefan and Serena have great advice for aspiring business owners. They laugh now at some of the obstacles and challenges they overcame, understanding that those experiences shaped their outlook and growth. Serena recommends persistence in pursuing your dreams, her American go-getter spirit shines as she suggests that when asking for help while pursuing your dream, don’t quit; “The worst thing that happens is they say no — and then just ask them again.” Stefan agrees and borrows the famous New York line, “If you make it here, you’ll make it anywhere”. They laugh as they recall an inspirational advice from an entrepreneurial friend which they credit for getting them going “You need to stop talking. You need to just do it… start working.”
The founders’ vision for their business in Stockholm is rooted in creating a more equitable, supportive, and vibrant arts ecosystem. They aim to empower local visual artists by providing opportunities, fair compensation, and exhibition spaces that prioritize artistic value over profit for intermediaries. They look to provide an alternative to traditional gallery models in Scandinavia, advocating for investment in local talent, fostering a culture where creativity is celebrated and accessible. Alongside supporting artists, they are committed to engaging the public through workshops, classes, and community-driven events, bridging the gap between creators and audiences. Stefan's passion comes through as he envisions more public art and experimentation within the city. At the heart of their vision is a belief in collaboration, intentionality, and sustainable entrepreneurship, aiming not just to grow their business but to transform the artistic landscape of Stockholm for both creators and the wider community
And now, they’re inviting you to be part of that story. Their sip-and-paint events, offered every last Saturday of the month are evenings of color, music, and joy. Perfect for beginners, seasoned creatives, or anyone longing for a warm and inspiring night out. The studio is also home to exhibitions, artist showcases, private workshops, and new creative ventures that highlight the incredible talent within their growing community.
If you’ve ever wanted to experience art in a space built with intention, love, and faith, consider this your invitation. Come join them—sit, sip, paint, connect, and see what unfolds.
To learn how your marketing strategy can align with these trends, don’t hesitate to reach out to us today. Let’s collaborate to build a more inclusive and prosperous future for all.
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