The Flower Cape

The idea was to design a container for bouquets so the beautiful flowers were kept safe and secure from purchase to delivery to the recipient.

It was based on my own bad experiences with bouquets being tossed around in the bottom of my car while driving.

Not only was the car always filled with water and leaves, the bouquets were also often damaged to an extent where I had to buy new ones, because I couldn’t bring myself to give them to someone I cared about or bring them to events where I was invited.

After a good deal of back-and-forth with my cousin (who is an architect) we decided to design “The Flower Cape” in a way that made it more than “just” a practical flower container.

We started a collaboration with Laser Tryk in Aarhus some years ago, but unfortunately it didn’t work out as hoped. So, I took charge of the product myself in April, 2018.

A practical tool for creating a beautiful whole
Often when leaving a florist, your arms will be filled with flowers and it first when you get to your car or bicycle that you remember you don’t have a way to store the flowers safely.

And not all florists will part with their plastic buckets – and these take up space afterwards.

For this reason, it is very important to me that the Flower Cape is both practical and elegant. I wanted it to create a natural, beautiful overall impression when the bouquet was received.

I managed to get a deal with a supplier, and my first customer for the Flower Cape was a convenience store in Silkeborg, who used it with their flowers for a period of time.

For All Occasions

During the development of the Flower Cape, I had a new idea, which isn’t uncommon when you have a creative mind – this idea was my candleholder.

I was inspired to design the candleholder, as I found myself wanting a candleholder that could take different kinds and sizes of Advent candles.

For this reason, the candleholder was designed with replaceable plates for square candles, so you can adjust its appearance depending on time of year, occasion and mood.

Founder: Elenna Juuliie Nielsen


A little about myself
In addition to being a friendly and cheerful person with a passion for developing ideas and products to spread joy in peoples’ homes, I’m also a real family person.

I’m a single mother to a son and my day job is in customer contact for the housing association BoligViborg.
When I’m not spending time with my son, I think new and creative thoughts – I simply can’t help it.

I’m what most people would call self-taught in this field. I get my inspiration from the people I socialize with, and I love to seek inspiration from other entrepreneurs and their successes and struggles.

It is a natural motivating force that drives me to follow my dreams, and I decided to bring the two products to life so others might use them to spread joy and happiness.

You are more than welcome to contact me
If you have any questions about my products or webpage, please don’t hesitate to contact me.

Because of my day job, I’m easiest to reach via e-mail, but you are also welcome to give me a call. If I don’t reply immediately, please leave a message, and I’ll call back as fast as possible within the next 24 hours.

I’m looking forward to hearing from you.

Yours sincerely,



Creating a joyful and useful experience with my products.

I want to deliver a total package whether you want a complete flower experience or setting the stage for a cozy atmosphere with beautiful art objects.