About Flowing
Background and product philosophy
Our story
It started with a fascination for beauty – not just on the surface, but in the feeling of surrounding yourself with the right details. A beautiful home. A thoughtfully designed bathroom. A ritual that helps you land, without you needing to call it anything bigger than it is. Crystals have long been used for their energy – but also for their shape, their color and their expression. We saw the opportunity to combine the two: aesthetics and power. To let a rose quartz not just lie in the drawer, but stand on display as part of your interior. To give jade a place both in your morning routine and on your bedside table.
For those who appreciate design
Flowing is for those who are drawn to what’s beautiful – but who also know that beauty can be more than a surface. Our range consists of handpicked crystals, massage stones and accessories that work just as well in a still life arrangement as in a moment of self-care. We are inspired by Scandinavian minimalism, natural materials and a conscious way of living. Everything we sell is selected with balance in mind: between style and function, stillness and energy, everyday life and ritual.
Not spiritual, but present
You don’t need to “believe” in crystals. It’s enough that you feel something when you hold them. Or that you simply like how they look on your shelf. We believe there is value in both. Thank you for finding your way here. This is your place – in your way.
Selma Johansson
CEO
