Laura & Emma
Founders af MPERA
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You’ve recently launched MPERA together. What inspired you to create MPERA, and what does this new beginning represent for you both?
Laura & Emma: MPERA was born out of a shared vision to combine creativity, community, and strategy in a way that truly brings brands to life. We had both been circling similar ideas separately, but when we came together, it clicked - we realized we could build something much more powerful side by side. This new beginning represents trust, courage, and the excitement of shaping something that feels 100% our own.
Partnership is at the core of what you’re doing — how would you describe the way you work together, and the qualities you each bring to the table?
Laura & Emma: The way we work together reflects the two sides of MPERA.
Laura thrives in activation; she brings energy, creativity, and movement, with a unique ability to design brand activations that connect culture with people’s everyday lives and truly come alive. Laura’s brain is wired for crazy ideas, and I rarely say no — because that’s where the best moments begin. I love turning those sparks into experiences people can feel, share, and remember.
Emma builds the foundation; she brings structure, strategy, and an eye for detail that keeps everything aligned and sustainable. She’s naturally good at shaping ideas into clear concepts and making sure they grow into something lasting. Emma also leads MPERA Collective, the management side of the agency, where she ensures partnerships are grounded in trust and built for long-term value.
Together, we cover each other’s blind spots. One of us pushing forward, the other grounding it. That balance is what makes us work, both as partners and as co-founders.
Emma: We balance each other out - one pushing forward, the other grounding it. That mix is what makes it work, both as partners and as co-founders. My role is more about building the foundation. I focus on structure, strategy, and the details that keep everything aligned and sustainable. I naturally enjoy shaping ideas into something clear and making sure they last. That also means leading MPERA Collective, where the focus is on creating partnerships built on trust and long-term value.
Laura:
The way we work together really shows the two sides of MPERA. I’m all about activation — bringing energy, creativity, and movement. My head is often full of crazy ideas, and a lot of the time that’s where the best moments begin. I love seeing those sparks turn into experiences that actually come alive and connect with people.
When building something new, there are many moments worth marking. How do you celebrate and acknowledge each other along the way?
Laura & Emma: We’ve made it a priority to stop and acknowledge the small wins. Sometimes that means going out for a beer after a long week, sometimes it’s taking a morning off to go to yoga and reset together. It’s about pausing in the middle of the chaos and reminding ourselves: we built this, and we’re in it together.
Laura: For me, it’s really important that we stop and celebrate the small wins. That can be something as simple as going out for a beer after a long week or just pausing in the middle of the chaos to remind ourselves what we’re building.
Emma: I feel the same - it doesn’t always have to be big gestures. Sometimes it’s taking a morning off for yoga, sometimes it’s just slowing down enough to acknowledge: we built this, and we’re in it together.
Laura, you gifted Emma a diamond letter pendant for her birthday. Why did this piece feel like the right way to express appreciation?
Laura: I wanted to give Emma something that could be carried close every day, but that also held timeless meaning. The diamond felt like the perfect symbol: strength, brilliance, and something that will last forever. It was a way of holding onto the moment, and reminding us that what we are building together truly matters.
Emma, receiving the pendant at this moment of new beginnings — how did it feel, and what does it represent for you now?
Emma: It really felt special. Not just as a gift, but as a symbol of the journey we’re on together. To me, it represents loyalty, trust, and the foundation we’re building, both personally and professionally. I wear it every day, and it reminds me of what we’ve already achieved and the road ahead.
Jewellery often carries meaning far beyond the material. What story does this pendant hold for your partnership and this chapter with MPERA?
Laura & Emma: For both of us, it marks a new chapter - one defined by courage, by taking a chance on ourselves, and by creating something together.
Looking ahead, how do you imagine continuing to celebrate the milestones you’ll reach together with MPERA?
Laura & Emma: As we look ahead, we want to celebrate milestones in ways that feel meaningful - not just for us, but for the partnerships and communities we build with MPERA. That might mean creating new traditions, marking a partnership with a trip, or simply taking a few days off after intense weeks to reflect and really appreciate what we are doing before moving on. What matters most is making sure we live those moments fully together.
Laura: Even though we’re still in the early stages of building MPERA, it already feels like we’ve been doing this together for years. We know each other well enough to sense when it’s time to pause - and that’s how we see celebrating milestones too. It doesn’t always have to be big gestures; sometimes it’s about taking a step back after an intense project, sharing a moment of recognition, or simply enjoying the feeling of creating something together. For us, it’s less about the size of the celebration and more about making sure we don’t just rush past those moments.
Emma: For me, it’s also about making space to really take in what we’ve achieved. I’m naturally the one who likes to reflect and make sure we capture the meaning behind each step, while Laura often brings the energy to move us forward. That balance helps us notice both the small and big wins - even when the workload gets heavier - and reminds us why we chose to build MPERA together in the first place.
