“On today’s episode, I’m joined by Ann-Sofie Hermansson, the founder of Smart In The Dark, all the way from Sweden.

Back in 2011, Ann-Sofie had a simple but brilliant idea—why should anyone have to choose between being seen and looking good? She was fed up with ugly, clunky reflectors, and decided to do something about it. Fast forward to today, and Smart In The Dark creates stylish reflective accessories that people are proud to wear—whether it’s to work, a party, or out for a walk.

In this conversation, Ann-Sofie shares her journey—how she took an idea and turned it into a thriving business. She talks honestly about the challenges, what she’s learned, and gives some really practical advice for anyone running their own business.

One of the things I found fascinating was how she’s navigated running a business in Sweden—where it’s dark for months in the winter (perfect for reflectors)… but then it’s bright for months in the summer. She came up with a clever way to keep business thriving all year round.

I did so enjoy this conversation because Ann-Sofie keeps it real. No jargon, no hype—just a genuine story about spotting a gap in the market and having the courage to go for it.

If you’re looking for inspiration, or just want to hear how a simple idea can light up the dark (literally!), this one’s for you.

No waffle, no long intro—let’s get straight into it.
I'm so impressed by what Ann-Sofie has done as a business woman and also to help safety included here is this extra information below to help you understand and find her products

" Reflective Gear for Walkers; Runners; Biking | Be Smart 2024 Designed stylish reflective gear for walkers, runners, biking & dogs to be visible in the dark. Stay safe with reflectors from SMART IN THE DARK "
www.smartinthedark.com

Do message us, suggestions, feedback guests you'd like to have in a conversation here? Thank you for you support and interest. Apprecaited

My podcast is advert-free and jingle-free, simply put together, and hopefully demonstrates you can be working alone, keep the tech simple, and still share fabulous information.
Keeping business simple is my motto! ...Although I will at some point have some music and a jingle!!
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