Finding Inspiration in Every Turn
The family business, Monstri ehf, was established in 2011, located in Iceland, the capital area.
My name is Alma Björk and I am the owner of Monstri ehf, the company established around the IP Skrimsli. I am a mother of three, an entrepreneur at heart, with diploma in finance and masters in business.
I began my career in the financial industry, however quickly found my passion for creativity. After a road trip around Iceland in 2009, I stopped in Vik, a small country town on the south of Iceland to stay with a friend. In an act of craziness, we went to a wool manufacturer in town to buy wool as we wanted to make some sweaters for us and our children. Neither of us had ever done any kind of sewing before!
This was the beginning of my adventure. I began selling my products in local stores. As leftover fabrics piled up I found it a waste to throw them out. I wanted to make something useful with them. It was then the first Skrimslis were sewn. Soon they were sold in over 10 stores across Iceland.
The demand for the Skrimslis increased and soon I was buying leftover fabrics from our local wool manufacturer. I wanted to keep my production integrated in environmental protection and recycle as much as I could.
As sales increased, my kids and other family members joined me in making the Skrimslis.
2011 we participated in our first exhibition “Crafts and Design Fair” in Reykjavik City Hall. Participating was a great exposure for the Skrimslis and we have since participated in several different shows and exhibitions in Iceland, France and Japan.
The launch of our first book
2017 we published our first book about the Skrimsli which was co-written by me and an Icelandic writer "Eyrún Ósk Jónsdóttir". The book tells the story of how the Skrimslis came to be, and how due to technology they were suddenly forced to leave their homes, and for the first time in their lives prepare for the cold, harsh winter of the north on their own.