Hello from Ulrica!
Welcome to Sweden With Love! After 16 years in magazine publishing, I founded this site because I wanted to create an experience that felt like a breath of fresh air. Most of us have incredibly busy lives, and we all live in a sea of media noise. What’s authentic and true is often drowned out. My idea was to design a site that feels as if you’re reading a favorite magazine, filled with original content that is both meaningful and fun. And most importantly, where you’re allowed to hear your own voice.
I also felt strongly that we needed a space where there’s no pressure to buy stuff. Where we don’t compare ourselves to others and feel we come up short. Where we know that happiness has nothing to do with what we own, but what we give without expecting anything in return. Where we can find the courage to listen to our instincts, and the guts to follow them. Where kindness rules. And where, after we close our browser and go about our day, we feel uplifted and excited about the possibilities of our own lives.
Why did I name it Sweden With Love? Well, for the simple fact that I’m Swedish and, after two decades living in California, my San Francisco-born husband and I decided to move our family from Santa Monica to a small — and sleepy — coastal town in southern Sweden for a new adventure. I now divide my time between Sweden and California. I get to experience the best of both worlds while pursuing what I love: raising my children and sharing my passion for storytelling with you.
I’m so grateful that you’re here. Sweden With Love is for all of us who want to live authentic, mindful and gutsy lives. This site and its content comes from my heart, delivered to you with love from Sweden.
Sweden With Love is a unique online experience: a site designed as a glossy “monthly” from award-winning journalist and former People magazine editor Ulrica Wihlborg. Since the site’s official launch in March 2013, Ulrica has landed exclusive interviews with actresses Maria Bello, Poppy Montgomery, Kelly Rutherford and Tori Spelling, designers India Hicks and Kathryn M. Ireland, Entertainment Tonight’s Nancy O’Dell and Grammy-award nominated singer Jewel, among many others.
Our articles have been picked up by People.com and In Touch magazine, promoted on social media by People.com (5 million followers), Wonderwall MSN, Mom.me and Entertainment Tonight, as well as shared on Facebook and Twitter by the featured celebrities to reach millions of readers.
We believe in quality over quantity. That’s why Sweden With Love publishes about eight articles per month, all exclusively written by Ulrica. Our celebrity interviews are always with cooperation, and our photography is world class. Most of our features are photographed exclusively for us, and we’ve worked with some of the world’s top photographers including award-winning film photographer Elizabeth Messina, Pulitzer Prize-winning photographer David Hume Kennerly and VII Agency’s Ron Haviv. We take our work seriously and apply the same principles of accuracy and journalistic integrity that Ulrica practiced during her longtime tenure at Time Inc.
We’re not politically affiliated, but we have opinions: We propose organic, clean and plant-based living. We believe in yoga, meditation, running, sprinting, jumping, swimming, biking, surfing or whatever makes you smile and gets your heart racing. We believe climate change is real. We feel strongly about the importance of the arts. We’re pro-gay-marriage. We see love in attachment parenting. We treasure great literature, education and science. We tend to side with the powerless rather than the powerful. We believe we’re all born equal. And yes, we believe in love.
Ulrica Wihlborg is an award-winning entertainment journalist and magazine editor with more than 15 years experience at Time Inc.’s People magazine, the top weekly magazine in the U.S. with more than 40 million readers a week, and People.com, the leading entertainment news site with more than 1 billion hits a month.
During her time at People, Ulrica was responsible for more than 20 cover and second-cover stories, such as Christina Aguilera’s worldwide baby exclusive and pop star Pink’s wedding in Costa Rica. A seasoned interviewer, she’s also sat down with the likes of Jessica Alba, The Beastie Boys, Kevin Costner, Bryan Cranston, Tom Cruise, Salma Hayek, Angelina Jolie, Catherine Zeta-Jones, Heidi Klum, Ashton Kutcher, Eva Longoria, Melissa McCarthy, Helen Mirren, Eddie Murphy, John Travolta and Kelly Preston, Olivia Wilde and Reese Witherspoon among others.
Ulrica was awarded the Henry R. Luce Award for Breaking News in 2009 for breaking more than 30 exclusives in one year on People.com. She has also been honored by Reporters Without Borders for her human interest work. A seasoned on-air entertainment and lifestyle expert, she’s been interviewed on CNN, Extra!, E! Entertainment, E! True Hollywood Story, Inside Edition and Sweden’s TV4 among others.
After welcoming her third child, Ulrica took a leap of faith and left Hollywood — and People — in 2012 in search of a more serene life. A year later, she founded Sweden With Love. The site is run in the spirit of a monthly magazine, with gutsy writing, exclusive interviews and world-class photography. Her goal is to provide original, high-quality content that entertains and inspires us to live an authentic and mindful life.
Also an accomplished photographer, Ulrica was chosen as one of the top portrait photographers in the U.S. by Rangefinder magazine in 2009. Her photographs have appeared on The Today Show, Good Morning America, Live with Regis & Kelly, The Martha Stewart Show, The Early Show, Entertainment Tonight, Dr. Phil, as well as published in Oprah At Home, C magazine, Los Angeles Confidential, Origin magazine, Parents magazine, Parent & Child among others. She is the photographer of two books: Full of Love and Secret Ingredients, both authored by Entertainment Tonight co-anchor Nancy O’Dell.
Ulrica is the mom of three young children. She’s also a vegan and a yoga teacher. She and her husband Craig Forrest divide their time with their children in Sweden and California.
Photograph of Ulrica by Elizabeth Messina ©2014.
Sweden With Love is a Registered Trademark with the U.S. Patent & Trademark Office.
Photo credits for the top image: Elizabeth Messina, Kate Taylor and Ulrica Wihlborg. © Sweden With Love ®, All rights reserved.