Founder of by Crea
Alexandra Pettersson
An entrepreneur who refuses to accept that something cannot be done
She builds, questions and keeps pushing until it works. That mindset showed early: as a child she fell in love with horses, and instead of dreaming of owning one, she took care of four at once.
Long days at the stables taught her discipline, responsibility and that progress comes from consistency, not shortcuts. She still builds for the long run.
A family of makers
Alexandra grew up in southern Sweden, surrounded by craftsmanship and the rhythm of industry. Her grandfather, Bengt Åke Haker, was among the first in Sweden to introduce laser-cutting technology, and his company Laserstans, founded in 1981, became a symbol of innovation.
Her father, Bruno Pettersson, worked in the factory alongside other family members. When the company was sold in 1998, her mother and uncle went on to start Haker & Co, continuing the family's tradition of Swedish manufacturing.
A legacy of craft and courage
Her grandfather believed craftsmanship was more than a skill. It was a way of thinking, and his work was never only about machinery or materials.
Her father carried the same spirit: steady, humble and committed to quality in everything he built. When he passed away at 52, their legacy became the compass for her own journey. The Bruno bar stool carries his name.
The beginning of by Crea
In 2017 the first Freja bar stool took shape in the family factory. Clean, sturdy and timeless, made for real homes.
There was no plan to start a furniture brand. When photographs of one of our kitchens were shared, people began asking where the bar stools came from. Within five months Alexandra had decided to dedicate herself fully to furniture, and today the collection holds more than sixty designs.
Building a company the hard way
Designing and producing everything in Sweden was, by most standards, an impossible idea. High taxes, high labour costs, limited scalability.
She has designed every piece in the collection and remains involved in every detail, from sketches and prototypes to welds, finishes and materials. Her team says she never stops raising the bar. Good enough has never been good enough.
“Starting by Crea in Sweden wasn't the easy path, it was the right one.”
What she stands for
Alexandra leads by three principles: honesty, accountability and progress. Design is not decoration but purpose, and sustainability means furniture that lasts decades, not seasons.
Design, welding, upholstery and assembly all happen under one roof in Malmö, and we sell directly, through our own website, our showroom and our trade team. That keeps quality and the customer experience in our own hands. The goal has never been to be the biggest brand, but a trusted one.
