Almada Label founders Alexa Dagmar and Linda Juhola on becoming mums (again) while growing their fashion empire

It’s a rare blessing to get to share a special experience like pregnancy with your best friend. But to get to do that twice in a row – entirely unplanned, mind you – now, there must be some magic involved.

That’s precisely what happened to Almada Label founders and OG Finnish influencers Alexa Dagmar and Linda Juhola, both of whom are currently expecting their second children. “The first time both of us got boys, now we’re expecting girls,” Dagmar says. “Like, what are the f*cking odds,” Juhola chimes in. Magic. Or perhaps when you’ve been ride-or-die besties for 15 years, your bodies simply begin to function in sync? “We practically are the same person,” laughs Dagmar.

Dagmar, 31, and Juhola, 34, got their start in the 2010s blogging heyday, when their sites, dubbed ‘Alexa Dagmar’ and ‘P.S. I Love Fashion’ respectively, swiftly became Finland’s most-read lifestyle and fashion blogs. As Dagmar puts it, it was a time “long before the term influencer even existed.” It’s also how the duo initially met. “We crossed paths in the comment section of our blogs, and our conversations quickly moved to lengthy chats via Facebook messenger,” Dagmar reminisces. “Linda extended an invitation for me to visit her in Stockholm, where she had been residing for a couple of years while studying finance and marketing. After our first weekend together, we became inseparable.”

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Although Juhola still lives in Stockholm, while Dagmar is based in Helsinki, the women see each other multiple times a month and chat daily on the phone. After all, in addition to their friendship, the two share a different kind of baby, the luxury knitwear brand Almada Label that Dagmar and Juhola founded in 2020 while pregnant with their first children. And just like their first-borns, Almada Label has grown immensely over the past few years. “We wouldn’t be here with our company if we were doing it alone,” says Dagmar, while Juhola nods in agreement. “It feels really surreal to think how far we’ve gotten in such a short time,” Juhola says.

For a brand only three and a half years old, Almada Label’s success is undoubtedly remarkable, if not history-making in the Finnish fashion scene. Having started as an online store, the label recently secured coveted physical retail spots in some of the world's most-known high-end department stores, including Harrods, Harvey Nichols, Printemps, Tom Greyhound and Le Bon Marché, with more announcements expected later this year. “For a small Finnish company, this is a huge step,” says Juhola. “We’re definitely pinching ourselves.”

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By focusing on timeless silhouettes and everyday staples crafted from the finest, sustainably sourced materials, Almada Label hit the sweet spot by offering luxurious modern classics at a reasonable price. Years spent in the fashion landscape and collaborating with brands gave Dagmar and Juhola invaluable insights into consumer preferences and market gaps, which they harnessed upon creating their label. The process was no easy feat, however; from navigating the complexities of sourcing factory contacts to managing production and logistics, there were many challenges to tackle. Yet, fueled by their unwavering determination and entrepreneurial spirit, both founders refused to give up.

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“We’ve dared to follow our vision and our ambition,” says Juhola of the recipe for Almada Label’s success. “Although we were new in the clothing business, we didn’t let that scare us or slow us down – you learn as you go along.” Dagmar agrees, adding, “We’re also not afraid to make noise about ourselves – I think that separates Danes and Swedes from Finns. Finnish people can be really modest, but if we don’t showcase our successes, who will?”

While society might sometimes suggest otherwise, motherhood and being pregnant again hasn’t hindered Dagmar or Juhola – quite the opposite. “After I got pregnant first, some people saw it more as a problem, like ‘what are you going to do if Alexa gets pregnant as well?’” Juhola says. “But we only see it as a really positive thing. Although having kids adds a bit of hassle, it doesn’t make anything impossible.”

If anything, being a mum has helped both to set boundaries and achieve a healthy work-life balance, which can sometimes be non-existent for an entrepreneur. “Before kids, we’d work non-stop – there were no such things as weekends, and we were constantly in work mode,” Dagmar says. “Having kids brings that rhythm where there’s separate time for work and family – and that makes the work time much more effective,” Juhola adds.

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As Juhola is due roughly four months before Dagmar, taking the time off they need with their newborns goes smoothly while the other looks after Almada Label. The company’s growth has also enabled the women to hire a small team, so this time, compared to their first pregnancies, they have much more support. “You still don’t want to completely check out – it would feel weird not to be involved,” notes Juhola. “Now we have the luxury of choosing how much we want to work and when we need to rest – last time, we didn’t have that option,” Dagmar says.

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With their optimistic, go-getter attitude and drive that doesn’t stifle even if setbacks arise, Dagmar and Juhola set an empowering example to other women aspiring to forge a fruitful career as entrepreneurs while fulfilling dreams of building a family. As Dagmar says, “You can be a successful entrepreneur and a great mum.”

In terms of the future, the women are firmly focused on continuing Almada Label’s world domination. “Maybe one day, our boys or girls will carry on Almada’s legacy,” Juhola smiles.