”I always feel safe in Stockholm. It’s not something I take for granted.”

On finding peace in Stockholm
March 12, 2021

Jasmin Yaya is an entrepreneur, growth product manager, and educator at She helps organizations become more data-driven and grow faster.

My favourite thing that makes me proud of Stockholm:

Nature is really easy to access in Stockholm. Do you want to go hiking on a trail? Just take the subway 16 minutes from Central Station. There you can see forests, open landscapes, lakes and coastline, and wild animals such as moose and deer. Pack a tent and stay overnight if you like.

Also, I always feel safe in Stockholm. It’s not something I take for granted.

My favourite weekend routine:

I like to bike or walk to Djurgården and grab a fika at Rosendals trädgård in the apple orchard. At Rosendal they grow and harvest vegetables, herbs, flowers and fruits that are used in their garden café and bakery.

When it’s dark and cold I like to meet up with friends for a walk and fika. So basically fika.

Photograpy: Jeppe Wikström / Visit Stockholm

My favourite cultural spot:

I love art museums such as Moderna Museet and Nationalmuseum. My favourite museum is the Hallwyl Museum. It’s the home of Count and Countess Walther and Wilhelmina von Hallwyl, one of Stockholm’s most eccentric couple of their time. The countess was way ahead of her time, she collected, sorted, and curated a vast collection of all things beautiful and interesting. I learn something new every time I go there.

Hallwyl Museum.

My favourite place for dining out:

Chelas in Hornstull for the best Mexican food served in Northern Europe. Their homemade tortillas and totopos are so good, service is the best, and I’ve been introduced to several traditional Mexican meals here. For drinks, I go to Tjoget in Hornstull, which has been ranked as one of the world’s best 50 bars multiple times. And when I want the best schnitzel around, I go to Liebling on Timmermansgatan 24!

Also, I have lunch from A BOWL on Blecktornsgränd 8 at least once a week. The food is a mix of Middle Eastern and Asian food.

My favourite place for a creative or business meeting:

The lounge at Nobis Hotel is magnificent with a ceiling height of 28 meters. It feels like a courtyard but is inside

My favourite breakfast place:

Fika is a concept and an important part of Swedish culture. It means making time for friends and colleagues to share a cup of coffee (or tea) and a little something to eat. Bageri Petrus on Swedenborgsgatan has the best baked goods, period. It’s basically impossible to resist buying their perfect sweet buns.

My favourite city escape:

Stockholm’s archipelago consists of 30,000 islands and they are easily accessible by boat from the city centre. My favourite island is the most southern; Landsort. It has its own lighthouse and all. You can stay the night by renting a cabin in the Northern port and you can rent bikes and discover the island’s hidden gems.

A winter clad archipelago. Photography: Visit Stockholm.

My favourite local entrepreneur or creative I want to promote:

Bågar & Glas on Kornhamnstorg in Gamla Stan. I started working at Bågar & Glas in 2006 and worked there until 2013. It’s still the best place for glasses in Stockholm. I got my Optometrist license in 2010 and together with my friend Babba I founded the world’s biggest eyewear blog That sparked my interest in Data and Growth Hacking.

Bågar & Glas, Photography: Koncept™

My favourite hotel for a staycation:

Really close to’s office, at the heart of the classic Slussen neighbourhood, is the Hotel Frantz is one of Stockholm’s oldest buildings. It was built in 1647 and today, Hotel Frantz is a family-owned and newly renovated boutique hotel. Since the building is so old each room is unique.

My favourite route for a run or walk:

WOS on Hornsgatan 98 has a fun collection of clothes and accessories; handmade, carefully selected, or produced in small editions.


I especially love the handmade jewellery brand BEDAZZLED from local designer Jennie Rhönnstad. The brand’s tagline is ”Less is a bore”.

My favourite space for great design:

If you’re into Art Deco, vintage jewelry, and local designers you’ll love Brandstationen on Hornsgatan 64.

My favourite route for a run or walk:

My favorite part about working in the center of the city is the incredible architecture. This is just one of the views on my daily walk to my office. I love to take calls or meetings when on a walk near the office.

My favourite example of tech innovation in Stockholm:

Sweden’s tech sector is booming and the obvious one is Spotify. I personally love how iZettle made it easier for independent businesses to easily accept all payment types.

My favourite local media:

I love the award-winning Hemslöjd and their interesting editorials about craftsmanship and materials of the world. Did you know there are hundreds of soccer ball factories in the city of Sialkot in Pakistan? Did you also know that they are sewn by hand? On this cover, you see a man in Pakistan sewing a soccer ball by hand.

My favourite thing at home:

The view of the city from my rooftop terrace is my favorite thing at home.

Photography: Jasmin Yaya