Nina started running at seven and won over 300 medals in Norway. Now she’s a London-based fashion entrepreneur and mom of three. In this interview, she shares how sports taught her discipline, why she started her own brand, and how she blends style with personal passion. A story of hard work, dreams, and never giving up.
Nina, can you share a bit about your journey? What first drew you to sports, and how did that later lead you to fashion?
I joined my first athletics club in Norway when I was seven years old and quickly realised that I had a natural talent for the sport. I won many competitions and was featured in several newspapers while growing up. In my early teens, I was selected to compete for the Norwegian national team in various European championships. I also attended Wang, a top private athletics school in Norway for elite athletes.
I trained at least twice a day and competed almost every weekend, winning over 300 championship medals by the end of my career at around nineteen. After that, I studied at Esmod in Oslo, following in my grandmother’s footsteps. She owned high-end fashion boutiques in Oslo while I was growing up, so fashion was always a part of my life.
My grandmother inspired and supported me in every step. She taught me so much about style and business from a young age. It was therefore a natural direction for me to launch my own brand in the UK in 2011, opening my first atelier and boutique in Chelsea.
How do you think your athletic past shaped the woman and entrepreneur you are today?
My athletic career had a huge impact on me as both a woman and an entrepreneur. It taught me that to become the best version of yourself, you must work hard and stay consistent. I learned the importance of setting goals, pushing myself to the limit, and never giving up when things don’t go as planned. Every setback is a lesson you come back stronger and more determined. I also learned that if you always show up, give your best, and stay committed, the results will come.
What gave you the push to start your own fashion label and take that first big step in London?
I had dreamed of having my own brand from a young age and had a clear vision of what I wanted it to be. I spent several years carefully building and structuring the brand, and in 2011, the perfect location became available on Walton Street in Chelsea, London. That’s where it all began. At the time, I had just given birth to my third child, all under five years old, but nothing was going to stop me from following my dream.
You’ve won multiple awards, which one means the most to you personally?
I have won 20 awards throughout my career across different fields, including fashion, business, entrepreneurship, influencing, and music. However, my first major award in 2013, the Fashion Award from the London Lifestyle Awards, was a very important milestone. It gave both me and my brand the recognition we needed in the UK and helped us grow internationally at exactly the right time.
How did the idea for DonDunk first come to you? Was there a moment that made you think, “This is it”?
After many years in luxury and high-end fashion, I wanted to expand my business. Creating a sports brand felt like the perfect step, combining my experience in fashion with my background in athletics. That’s how DonDunk was born.
Sportswear is changing fast. What makes DonDunk different in the way it blends performance and style?
DonDunk is different because it’s not just a sports brand it combines fashionable design, premium quality, and comfortable fit, making it perfect for both leisure and high-end sports.
What inspired you to let people personalise their DonDunk sneakers?
Having spent years in luxury fashion and couture, I wanted to offer something more personal for clients, something that reflected their individuality. With DonDunk, clients can personalise pieces and be part of the creative process, choosing designs that match their own personality and style. I wanted DonDunk to be more than a brand, it’s a lifestyle that offers something unique and exclusive.
You’ve worked in wealth management and commodities too. How do you manage such diverse interests?
I love diversity in business, it’s what drives me. Taking on a larger role in wealth management and commodities in recent years has been an exciting journey. I’m fortunate to have an amazing team that manages clients, accounts, and business needs, allowing me to maintain diversity across my ventures.
How has travel influenced your creativity and work?
I have always loved travelling and have been to many beautiful countries and places around the world. Travelling has continually inspired me, shaped my creativity, and helped me stay ahead with new designs and directions every season.
Balancing creativity, leadership, and business can be tough. How do you keep it all in sync?
Many things in life can be challenging, but when you truly love what you do, everything becomes easier. Each year, you grow and learn more, and as long as you manage your time well, prioritise correctly, and choose the right people to work with, success and results will follow.
What would you tell young women who want to make their passion into something bigger?
In today’s world, anything is possible. Before you start, make sure you educate yourself about your chosen field, understand what it requires, and be prepared to work hard. Know every part of your business and stay involved in it. Follow your dreams, work hard, and never give up. Failure is not the end it’s the beginning of becoming stronger.
And what’s next for you? What are you most excited about right now?
Next for me is to continue growing and diversifying my businesses internationally. I am constantly expanding my portfolio across finance, fashion, entertainment, and public appearances.
