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Hello, and welcome to my style movement!

I've always been obsessed with style. I even created my first style typology with a friend in high school. There were "three types of women" and we made collages from her Vogue and Seventeen magazines. So cute.


Despite this overwhelming interest in style, I used to think of it as something trivial and "just for fun."  


I don't see it that way any more. The more I work with style, the more powerful and important it seems. Style brings so much satisfaction and joy. It boosts our confidence and makes us feel strong. Most importantly, it encourages us to embrace our authentic selves and to grow in our own unique way.


My mission is to help you discover what style can do for you.  

All About Me

I started Style Thoughts by Rita as a YouTube channel in 2019. I was in a sad and difficult place in my life and I just wanted to do a fun project. My goal was to improve my wardrobe, and to find people who were also interested in style (because most people in my life had zero interest).


This "just for fun" project blossomed into something gorgeous and powerful. My beautiful husband Meradj and I created our own style system ("The Style Key"). 


I've been developing that system for more than two years and have had more than 600 individual client sessions to date. I've taught courses and workshops, I've created videos and Instagram posts, and have connected with so many wonderful people along the way.

I live in Stockholm, Sweden - I moved here in 2012 to do my Ph.D. at Stockholm University. In addition to working with STxBR, I also work as a researcher at the Swedish Institute for Social Research. In my spare time (lol) I enjoy just literally being and hanging out with my husband, and also "activities" like reading, being in nature, eating delicious treats, playing board games and going to luxurious spas. 

beautiful blossom

The Style Key 

My Style System

The Style Key is a system I created together with my brilliant husband Meradj in spring 2021.

The premise of the system is that every person has an essence, which is the overall impression and experience of you as a person. 


The goal of the system is to align your style (how you look, how you choose your clothes) with your essence (how you are as a person).

I am so in love with the system. It makes style so much easier and more enjoyable.


To learn more about the Style Key, please visit our website. I created this beautiful and informational website together with my business partner Nicky, the Styleteller.

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