The mastermind behind Lily and Rose is called Therese Zetterberg. Her design journey began in 2007 with her clothing brand Zetterberg couture. Lily and Rose were born out of a deep-rooted love for vintage, architecture, craftsmanship, and couture dresses. The name comes from the famous TV show Sex and the City, where one of the main characters "Charlotte" names her daughters Lily and Rose. With inspiration from popular culture, fairy tales, color, and nature, she’s managed to create her very own signature style, where flirty playfulness meets romance, glamour, and luxury.