A Danish woman who once struggled with heavy debt has turned her life around by selling adult coloring books on Amazon. What started as a small side project has become a million‑kroner business inspired by the “cozy girl” trend.
From Debt to Success
A few years ago, Jeanett Veronica Hindberg was deeply in debt, battling anxiety and living off public support in the town of Farum. Today she earns millions from a business she built from home, selling coloring books and planners to a global audience. Her best‑selling title, “Cozy Girl Christmas,” recently ranked number one among holiday coloring books on Amazon and number eleven among all adult coloring books.
Her journey began when she started documenting her financial struggle on Instagram under the profile “Jeanett på budget.” She shared how she budgeted and cut expenses to pay down loans from stores like Magasin and H&M. While searching for new ways to earn, she began publishing simple notebooks and budget planners online. That small step grew into a thriving business.
The Rise of “Cozy Girl” Coloring Books
Hindberg noticed the “Cozy Girl” lifestyle was trending on TikTok. The style celebrates warmth, calm, and creativity—something that resonated with her. She turned the idea into a line of adult coloring books featuring soft imagery like hot chocolate, snowy windows, and sweaters. Her books use what artists call the “bold and easy” style, with thick lines and simple shapes. The aesthetic, while playful, appeals mostly to adult women in their twenties and thirties who use coloring as a form of relaxation.
Interestingly, Danish bookstores like Bog & Idé have also noticed the demand for these types of books. Customers see them as a comfortable, low‑pressure way to de‑stress, much like quiet museum visits or journaling. It connects closely to how Danes approach comfort and relaxation, often reflected in Danish lifestyle and design.
Building a Business with a Personal Touch
Despite her success, Hindberg admits she isn’t a trained illustrator. She comes up with ideas, titles, and color themes, then collaborates with a freelance artist who brings her concepts to life. Her strength lies in understanding trends and creating relatable products. She spends time on Pinterest and TikTok identifying what themes resonate with her customers.
By October 2024, after five years of strict budgeting, Hindberg had paid off her entire debt. One month later, she announced that she had earned more than a million kroner in November alone. Her revenue on Amazon for the year now exceeds 4 million kroner, with daily sales peaking during the winter shopping season.
Life After Financial Freedom
Even with financial stability, Hindberg remains careful with money. She continues to save and avoids overspending on luxury goods. Earlier this year, she moved her workspace from her small apartment to a nearby office to separate work and home life. She plans to buy a house in Farum soon—a milestone that once felt out of reach.
Her books have been published not only in Denmark but also in Sweden and Poland. She says the secret to success lies in listening to what people need emotionally. Many customers use her books to unwind after work or calm their thoughts before bed. Coloring has become a simple yet effective mental escape.
What’s Next for the Creative Entrepreneur
Hindberg has no plans to slow down. She is preparing sixteen new books for release in 2026, most following the “cozy” theme but with a few new concepts. She continues to evolve with the market while balancing her creative energy and well‑being.
As trends shift, her story stands as proof of how digital marketplaces can help independent creators reach the world. From debt and anxiety to international success, Jeanett Veronica Hindberg built her own version of Danish coziness and turned it into financial independence.
Sources and References
The Danish Dream: Danish Fashion Style Tips for Expats
The Danish Dream: Best Accountants in Denmark for Foreigners
DR: Sidste år blev Jeanett gældsfri – i november tjente hun en million
