Female Founder Friday: Martyna Ryder, Founder of

This week, we’re delighted to feature Martyna Ryder, the visionary founder behind Lagom Hem—a beautifully considered platform on a mission to reduce waste and promote conscious consumption in the home decor space.

With a professional background in people and culture roles across fast-scaling fintechs and startups, Martyna has woven her lifelong love for interiors, DIY, and sustainability into a business that offers much more than a marketplace—it’s a movement rooted in circularity, creativity, and mindful living.

We caught up with Martyna to chat about the spark that ignited Lagom Hem, the challenges of going it alone (while juggling a full-time job), and what it means to build a business from passion and purpose.

GS: Martyna, it’s lovely to have you here. Could you tell us a bit about your background and what led to the birth of Lagom Hem?

MR: Thank you for having me and absolutely! I’ve spent most of my career in people and culture roles, mainly within high-growth startups in financial services. I’ve always been deeply passionate about inclusive, performance-led workplaces and scaling teams with intention and humanity. But alongside that, I’ve also always had this creative itch—I’m obsessed with home design, DIY, and finding ways to make things feel truly personal and lived-in.

The idea for Lagom Hem came to me on a really dark December evening. I was decorating our home—well, trying to! I’d been searching for bedside tables that were a bit different, a little quirky, and eventually found some online. When they arrived, they were damaged. The company offered me a full refund or replacement, but I already knew I wanted to change the handles and repaint them anyway. I asked about a partial refund instead, and eventually they agreed.

That moment was a lightbulb—why isn’t there a destination specifically for returned, imperfect, or second-hand furniture that people like me could use as a canvas for creativity?

GS: It’s such a relatable frustration—especially with the price of new furniture these days. So what happened next?

MR: I went down a bit of a rabbit hole! I started researching whether anyone else was doing something like this. There’s Facebook Marketplace and eBay, of course, but they’re so broad. I was looking for something more curated—beautifully made pieces that might have a scratch or missing knob, that would otherwise be wasted. And more importantly, a community of people who, like me, love the idea of giving something a second life, of reworking rather than replacing.

That’s how Lagom Hem came to be. It’s a digital destination for second-hand, returned, and imperfect furniture and decor. Items that are still beautiful and functional—I believe that every item has a story to tell, and sometimes, those little flaws make it all the more special.

The name Lagom Hem reflects that ethos—“just right home” in Swedish—embracing balance, minimal waste, and thoughtful living.

GS: Are you fundraising at the moment?

MR: Yes, I’m currently in the early fundraising stage. I’ve been fortunate to self-fund the initial build with some personal savings, and I had a couple of friends and family members invest early on. We launched just over a month ago, and the response has been brilliant—better than I imagined at this stage, to be honest! We’ve seen interest from individual customers, but also from upcycling studios and design-focused small businesses, which I didn’t expect this early.

Fundraising is definitely a challenge, especially for niche, impact-driven businesses. The circular economy and sustainability are gaining traction, but it’s still early in terms of investor understanding. So it’s really important to me that I find the right investor—someone who gets the mission, not just the margins.

GS: Have you faced any bias as a female founder?

MR: I have, yes. Sometimes it’s subtle—questions about whether I really understand the tech, even though I designed the platform architecture myself and worked closely with the developers.

Or assumptions that I’ll eventually need a male co-founder to handle scale or strategy. I’ve also had questions about whether I can do it all as a solo founder, which you just don’t hear as often when men pitch alone.

That said, I don’t let it knock me off course. I’ve surrounded myself with a team of brilliant specialists—from tech to marketing to legal—and I’m very intentional about who I choose to work with. I’m not trying to prove a point. I’m building a business that works, and I happen to be a woman doing it.

GS: You’re a solo founder. Have you found that tough?

MR: In some ways, yes. The pressure of wearing every hat is very real—you’re the product lead, the marketer, customer service, operations, fundraising… and I still work full-time. But honestly, that dual structure has helped me stay grounded. Lagom Hem gives me creative energy, and my day job gives me the financial runway. And I’ve built a brilliant support network—fractional developers, a marketing partner with a strong home DIY community background, legal and strategic advisors.

The biggest challenge? Switching off. But seeing real users engaging with the platform, and knowing it’s solving a problem that matters? That makes it all worth it.

GS: What advice would you give to women on the cusp of starting something of their own?

MR: Start before you feel ready. Honestly, that’s the biggest thing. If you wait for the perfect idea, the perfect moment, the perfect version of your deck—you’ll never begin. It will always feel just slightly out of reach. But once you start, things move quickly. You’ll grow. You’ll refine. You’ll cringe at your early pitch deck (I certainly do!), but you’ll also feel proud of how far you’ve come.

And I’d say—talk about your idea. Share it. Get feedback. So many people sit on their concept, scared someone will “steal” it. But in reality, most people will either help you shape it, or challenge you in a way that makes it stronger.

GS: What’s next for Lagom Hem? Anything exciting on the horizon?

MR: So much! I’m currently in talks with a few independent retailers and returns handlers about creating dedicated storefronts for their imperfect stock on our platform. I’m also building out features for our sellers—especially those who upcycle—to make it easier for them to showcase their pieces. There’s also interest in running a pop-up event where customers can browse pieces in person and learn upcycling tips—sort of a “meet the maker” experience.

But at its core, Lagom Hem is about making sustainable choices beautiful, accessible, and joyful. I want to change the way people furnish their homes—not as consumers, but as collaborators in a more conscious future.

Long-term, I want Lagom Hem to become the go-to destination for circular interiors in the UK, and beyond—while supporting reforestation and other sustainability initiatives along the way. It’s early days, but the vision is bold and the mission is clear!

A huge thank you to Martyna for such a thoughtful and honest conversation. Her journey with Lagom Hem is proof that with purpose, creativity, and a bit of grit, it’s possible to build a business that not only solves a real problem, but invites others to be part of something meaningful.

Discover more about Martyna and Lagom Hem below:

Author: Gideon Stott, Digital Marketing Executive at FounderCatalyst

Female Founder Friday: Martyna Ryder, Founder of Lagom Hem