Madeline Shields
Madeline lives in San Francisco with her husband Will, their two-and-a-half year old daughter Romy, and their dog Sly. Last year they moved back to the city after a five year chapter living in North Berkeley. Madeline was raised in Northern California but was born in Norway, where she spent a lot of her childhood summers. With a background in film, interior design, and photo styling, Madeline launched her latest venture, Sommer. An online concept shop offering a curated range of home, apothecary, and lifestyle goods.
We caught up with Madeline in her Sunset District home over a cup of coffee, in thoughtful conversation around raising her daughter, her impeccable eye for design, and how her Norwegian roots have shaped her concept shop Sommer.
What are your morning rituals? How do you start your day?
If I don’t have an early call time for a shoot or somewhere else to be, I like to savor a slow morning. We usually wake up around 7am together as a family; Romy crawls into our bed and shortly after our dog Sly jumps in too. After a bit we all head to the kitchen to make coffee and breakfast. While I turn on the lights and open the curtains I quickly do an ayurvedic practice called “oil pulling” (swishing coconut oil) before brushing my teeth and then I have a tall glass of lemon water – sadly I think that’s the last bit of my old “wellness routine” that has survived motherhood. Afterwards I immediately have coffee before my brain turns to mush. Most mornings I make espresso with steamed milk, but if we have guests over I like to make a big pot of coffee to share. Before taking Romy to school I'll make a batch of fresh green juice and we’ll usually do some drawing or reading together if there’s time. She goes to a Scandinavian language immersion preschool so I love the routine of having smalltalk in Norwegian with her teachers before starting my work day.
“I believe that it’s important to know the story and technique behind why something is created so that we feel connected to what we buy and hold on to it. I think I’ve always been fascinated by the language of a home in this way – how objects and belongings can tell the story of a life well lived.”
How has your morning changed since having a child?
Before I had Romy I used to journal every morning( à la The Artists Way morning pages) while drinking coffee and then I would usually exercise before heading to work. It’s my goal to reintegrate some of those things again one day… but for now I’m getting some needed sleep and embracing a family oriented morning.
How did your career path lead you to Sommer?
I studied Film in college but after graduation I worked for a clothing designer in Los Angeles and then I moved to San Francisco to try my hand at interior design. Because of my non-traditional design background I always felt a little insecure working amongst interior designers and architects – it’s such a technical field – but I learned so much on the job and gained many skills that I still use today. Eventually I realized I was more passionate about the brands and artists whose work I got to feature in projects than the actual projects themselves, and slowly the idea of opening a shop started to percolate. In 2017, I took a year off to travel in South East Asia and Europe with my now-husband Will, and during that time I kept a notebook with ideas for the shop and read a (very boring) business planning book. But it wasn’t until 2020 when my career shifted to freelance photo styling work that I decided to finally take the leap. After having Romy in 2021, I opened Sommer as an online business and it’s been slowly evolving ever since!
Walk us through a typical day of running your small business.
If I’m not working on a freelance project, I’m at my desk or in the photo studio focused on Sommer. I split my days between curating, product photography, marketing, research, processing orders, managing the online shop, and of course, back office admin work. Sommer is still a one-woman-show, so at this point it’s a constant juggle!
You have curated such a beautiful unique collection of homewares - how do you pick what to include?
Thank you so much! It’s an evolving process, but the short answer is that I pick what I love. The long answer is that I try to focus on finding unique pieces that are intentionally produced, have character, and will be treasured daily for years to come – not discarded and replaced. In the same way that we dress ourselves, I think a home is a place for personal expression. I also believe that it’s important to know the story and technique behind why something is created so that we feel connected to what we buy and hold on to it. I think I’ve always been fascinated by the language of a home in this way – how objects and belongings can tell the story of a life well lived. In particular, I often think of a few of my aunts’ homes in Norway – each is very authentic, inviting, and doesn’t follow trends or a singular aesthetic. Since childhood I have always loved strolling through the various rooms, taking in the elements and wondering where this or that came from. From the art, pottery, textiles, to furniture – intentional and genuine but not necessarily precious or rare – there is a cumulative impact or element of storytelling that is told over time. So when I find an artist or designers or independent brand that is making something meaningful with heart, I want to bring it to Sommer so that someone else (or me) can take it home and make it part of the fabric of their home.
How do flowers and nature play a role in your home?
I love to have fresh flowers at home, it’s such a nice feeling. We have a few big sculptural vases that are always out and I love to fill them up every week or two with something new. We are very fortunate to be renting a home in the Outer Sunset with an incredible view of the ocean, so even though we’re in an urban sprawl of sorts, nature seems to be all around us. Will surfs so we spend a lot of time at the beach and outdoors on the weekends too.
Tell us about your family roots in Norway and how it has shaped Shop Sommer.
My mom is Norwegian and I was born in Norway but raised here in Northern California. I grew up speaking Norwegian with her and we would travel to Norway most summers. Our trips would usually last a month or two, visiting extended family and friends and spending time at our summer cottage that my grandfather built in the 60s. These seasonal trips were very formative and nurturing, so much that I named the shop Sommer – which translates to “summer” in Norwegian. The Scandinavian lifestyle, traditions, and aesthetic – not to be confused with the archetypal “minimal” Scandinavian look that is often depicted – are all very ingrained and influential to me, especially in terms of my creative approach and personal style. Though the collection is not strictly from Scandinavian countries or designers (though many are), the ethos of the shop reflects what my Scandinavian roots have taught me – that natural simplicity is beautiful and that a home should be well cared for. Here in Northern California with all the natural beauty that surrounds us, I think these are relatable concepts.
Do you have a current favorite piece or artist in your collection?
Sommer recently started carrying the work of Pien Barendregt, an Amsterdam based textile designer. She designs with deadstock fabrics and sustainable materials and embraces the antithesis of “fast fashion”, using a slow locally-based production process. I’ve been wearing her mesh tote bags everyday and I have her beautiful beaded coasters scattered all around our house – they’re functional and also add a bit of texture. I also just launched a selection of incredible glass pieces by the Danish artist and designer Helle Mardahl. Each one is handblown in Denmark and signed by Helle, they’re truly works of functional art. I’ve admired her work for many years so it’s an honor to feature her at Sommer.
What’s next for Shop Sommer?
In addition to expanding and evolving the collection, my biggest goal for this year is to hopefully find a storefront location for Sommer in San Francisco! I am passionate about the sense of community and local flavor that small businesses bring to their cities, so I would love for Sommer to play a role in that.
Favorite travel destinations and anywhere you’re dying to go?
I love to travel so it’s hard to choose! But my most recent trips have been to Stockholm & Copenhagen and Mexico City, which are all so inspiring. Japan also deserves a mention – I’m fortunate enough to have been there twice and am in love. I hope to go many more times. But this summer my goal is to make it to Venice and Murano in Italy; Sommer will soon be carrying an Italian glassware line with deep roots in these cities and I would love to experience the art and history of glassmaking in Murano. Also… pasta!
Favorite designers (architects, fashion, artists, ceramicists, etc.)
Currently: American painter Morris Louis; London-based designer Beata Heuman’s “Paper Bag” lighting collection; Copenhagen-based jewelry designer Inger Grubbe; and as for fashion, right now it’s a tie between Flòrian van Zuilen for her Amsterdam-based label Flore Flore and LA-based designer Brooke Callahan (because both have become my daily wardrobe staples)
Favorite neighborhood coffee spot?
Day Moon in the Outer Sunset.
Favorite date night?
Dinner at Pizzetta 211 in the Outer Richmond – even after a decade it’s still my favorite spot in SF. Also, going to the movies with plenty of popcorn.
