Kristina Karlson wears many hats. She’s a coach, best-selling author, podcast host, entrepreneur, leader, and creative. Kristen often describes herself as a dreamer, a quality she attributed to her success in building a multi-million-dollar business.
From Sweden To Australia
Growing up on a small farm in rural Sweden, Kristina moved to Australia at the age of 22. She found herself half a world away from family and friends, with little money and no clear plans for the future. So, what was a girl to do? She imagined what her dream life would look like, and then made it happen.
Most Australians might know Kristina as the founder of kikki.K, a global lifestyle retail brand with over 100 stores across multiple countries. But when the $650 million business went into administration during the COVID-19 pandemic, Kristina was left with little capital. This didn’t stop the Swedish-born founder. Kristina got a $3,000 loan, and built a new startup called Dream Life from scratch. This time, Kristina took a more subtle approach to promoting her new business—mainly through word of mouth. This intimate, intentional approach continues to guide the brand as it later grows into Kristina’s second successful business.
The Dream Life Notebooks
At the heart of Dream Life is the mission to empower 101 million people worldwide to pursue a life they love while making the world a better place. What began with personal coaching sessions has since expanded to self development courses, book club, podcast, and an online stationery store.
The Dream Life Store is based on a simple premise: the first step towards manifesting your dream life is writing it down.
“Putting pen to paper changes everything,” Kristina said. “It clears your mind, reduces stress, builds self-awareness, and helps you show up as the person you’re becoming.”
The Dream Life Store offers a range of wellness-oriented notebooks and planners. This includes the signature 101 Dreams Journal, featuring reflective prompts to guide your self-discovery journey and empty pages where you can visualise your dream through sketches and vision boards.
Other products include the Wonder Mindset Journal, Habit Journal, and Inner Strength Journal. Inside, you’ll find motivational quotes, mood check-ins, and growth trackers. Each journal is finished with a hardback matte silk cover and colour-printed pages, giving the collection a premium feel.
Advice For Aspiring Female Entrepreneurs
For Kristina, the key to creating something meaningful is to focus progress, not perfection.
“We can do anything but not everything at once, so it’s important to prioritise what’s most important—and make progress on that first. Knowing we’ll eventually get to everything.”
“It can be a little frustrating at times, but for us it’s growing pains—and you have to be growing to have them!” she said.
It all starts with creating your vision.
“Dreaming is where it all started for me—and I know how powerful it is for a million reasons, particularly for entrepreneurs.”
Contact
Website: https://www.thedreamlifestore.com/
Photos: The Dream Life Store
Words by: Nina Nguyen
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