Martina Harts: Scandinavia’s Top Luxury Fashion Sourcer and VOGUE Columnist, Juggling Motherhood and Style.
Photo courtesy of Martina Harts
Martina Harts gives you the feeling that she could be your BFF when you speak with her, charming and warm, she’s not one to gatekeep her style tips. Unsurprisingly, she has a monthly column in VOGUE Scandinavia called FOMO list, where she shares her list of most requested items. She’s clearly very passionate about what she does because her enthusiasm comes right through when she talks about her luxury sourcing business and of course, most importantly, her family.
Harts started her business FOMO Call in Copenhagen one and a half years ago, and since then she’s become one of Europe’s (if not the world’s) best luxury fashion sourcer. Her clients are global and her stats are impressive. She works with luxury sourcers worldwide, from Los Angeles to New York City, Paris to Berlin, and not to mention her native Scandinavia. She’s single-handedly developed strong relationships with some of the finest fashion brands in the world - including the likes of Chanel and Hermès - which has helped enable her to create all of this.
What I am most impressed with after speaking to Martina, is that she built this successful business on the backbone of being a mother. Initially, she was looking for a career which could allow her to spend more time with her kids at home, so the idea of starting a luxury sourcing business came out of her love of fashion. She stays tight-lipped on her clients, some of which are famous and high-net individuals, but she did tell me that her most requested item so far this season has been the new Chanel loafers in the buttery beige suede.
Oh, and did I mention she just had her third baby earlier this month? She’s a supermum who does it all.
By Alice Codford
ON MOTHERHOOD
Alice: Congratulations on the recent arrival of your 3rd baby! How has it been so far?
Martina: He’s such a sweet, easygoing baby, and we’re all completely in love with him. The other two boys already adore him too!
Photos Courtesy of Martina Harts
How did you find your pregnancies?
Martina: They were all really easy… I’m one of those lucky women who loves being pregnant because I never had any issues during any of them.
Did you experience any low points of motherhood? And what have been some of the highest points of being a mum?
Martina: The low points are definitely the lack of sleep, running the company 24/7, and juggling a newborn plus two boys (4 and 2), each with their own needs and demands for my attention. But the highest point is their smiles and unconditional love.
“It definitely changed me a lot, and all three [of her children] have taught me different things and lessons. I’ve become much calmer, and my patience has grown. Not everything needs to happen quickly.”
Do you feel that motherhood has changed you as a person? Have your goals or mindset changed since having your children?
Martina: Yes, it definitely changed me a lot, and all three have taught me different things and lessons. I’ve become much calmer, and my patience has grown. Not everything needs to happen quickly. I enjoy the present so much more now, but I also prioritize differently. That’s why I choose wisely and work hard, for them, too. It’s a huge responsibility with little room for mistakes.
After a particularly tough day of juggling children, your luxury sourcing business, and life in general, what do you do to recharge or unwind? What helps you find some calm?
Martina: I talk to my psychologist twice a month and work every day to be the best person I can be, for my kids, my husband, my employees, and the company. I’ve learned to take breaks, even just 5 minutes to stare out the window, walk around the building, or enjoy a coffee. And my girlfriends, they're such a huge support in my life
ON HER STYLE AFTER HAVING CHILDREN
Your maternity style looked amazing! Did you enjoy dressing up your bump?
Martina: I really, truly enjoyed dressing the bump.
Has your style changed since becoming a mum? If so, how has it influenced the way you dress now?
Martina: Motherhood didn’t really change my style. I’ve always had the same style, but I just tailored or wore it differently during pregnancy.
Edit by Luminary Mothers
What’s your go-to outfit for day-to-day now as a mum of 3? Any particular pieces that you wear on repeat?
Martina: Yes! A good pair of jeans, a T-shirt, my The Row loafers, and a leather jacket. Throw on some sunglasses, and I’m ready!
Who's wardrobe would you love to have? Do you have a style icon?
Martina: Ah, Kate Moss definitely!
Have you received or gifted yourself something special to commemorate the birth of your children?
Martina: I got a Cartier watch for myself a few months ago, but it was meant to be a gift from me to me…
Edit by Luminary Mothers
“My Birkin 35 is packed with diapers now!”
What is on your shopping list right now?
Martina: Don’t get me started… I need another jacket from YSL (they're a dream in buttery leather), a Kelly pochette, and everything in burgundy! Plus, suede leather boots in brown from Hermès, and a leather coat from Magda Butrym.
What is your go-to handbag that you find useful with kids?
Martina: Ah, my Hermès Birkin 35 is packed with diapers, but my The Row Margaux 15 is way better! It has a strap, and I can fit sooo much inside.
What trends are you most excited about for next season?
Martina: The suede and brown, just all earthy colours! Puffer jackets and snow boots, plus those huge sunglasses.
Edit by Luminary Mothers
Let's talk a bit about beauty, what are your absolute must-have skincare and make-up products that you use on repeat?
Martina: I use Kora Organic a lot! I used their products throughout my entire pregnancy, too. Their cleanser is a must-have, as well as the beauty face oil! And the body oil is essential for preventing stretch marks.
ON HER LUXURY SOURCING BUSINESS
Can you tell me how FOMO Call started? What inspired you to become a global luxury sourcer?
Martina: I knew it was a huge market, and no one in Europe was working with that flat fee that I introduced with FOMO. I truly believe sourcing is the future of fashion. We have more of everything every day, but we just don’t have the time. And I know now that I was right.
Since you started, what have been the most requested items from your clients?
Martina: Oh my god… last year it was the Alaïa flats, and this year it’s definitely the Miu Miu x New Balance sneakers. We’ve sourced over 300 pairs!
Edit by Luminary Mothers
Do you find it hard to switch off from work at the end of the day? Any tips on how to help with this?
Martina: Well… I’m doing this interview at 1 AM, so I’m probably not the best person to ask. But I’ve set some rules for myself: I never work while I'm with the kids or during family dinners every day. I also make sure to have my 1.5 hours off each day with my oldest after kindergarten, that’s just our time.
Do you have a lot of mum clients? I would think your service would be perfect for busy women everywhere!
Martina: Yes, I do have a lot of mom clients, and it’s definitely a yes!
When you first started the business, did you struggle to balance the business and take care of two children at the same time?
Martina: Yes, I did! My kids were at home until 3, and the youngest is still at home. I was a stay-at-home mom, so transitioning to travelling 5-10 times a month to build the company was a big change for both them and me! We all had to figure out our new life and structure… It wasn't easy for either of us.
“I think it was one morning when I woke up to 30 requests, and I started sweating. I talked to my husband, and he said, “It’s all good; you did it! But now you need help.”
Are the brands you work with welcoming of luxury sourcers?
Martina: Yes, more and more brands are understanding the value of our work now, much more than ever!
Photo Courtesy of Martina Harts
At what moment did you realise that the business was becoming successful? What has been your biggest achievement so far?
Martina: I think it was one morning when I woke up to 30 requests, and I started sweating. I talked to my husband, and he said, “It’s all good; you did it, but now you need help.” That’s when I hired my operational manager. My biggest achievements all happened within just 1.5 years since FOMO started, and probably my VOGUE column, too.
What is next for FOMO Call? Where do you see yourself next year or the year after that?
Martina: Ah, I’m the type of person who plans everything! I have so many goals to achieve still, some are already planned, and my whole team and I are working on others! In a year and beyond, FOMO will still be here, just with different tools and campaigns.
What advice or words of wisdom do you want to share with other mothers?
Martina: “My only words of wisdom and advice are to never listen to anyone else’s advice. You know your baby best. Being a full-time mom is so much more than just a job. Take your time—never rush into anything before you and the kids are ready. That time is never coming back.
