Ulrica Wihlborg has spent over a decade as a staff writer and editor at People magazine in Los Angeles, heading up the celebrity weddings and baby sections. Her work has been honored by Reporters Without Borders, she is the recipient of the Henry R. Luce Award for Breaking News and she's been interviewed on CNN, Extra!, E! Entertainment and E! True Hollywood Story.

She's also an accomplished photographer who was chosen as one of the top portrait photographers in the U.S. by Rangefinder magazine in 2009. Her photographs have appeared on The Today Show, Good Morning America, Live with Regis & Kelly, The Early Show, Entertainment Tonight, as well as published in Oprah At Home, C magazine, Los Angeles Confidential magazine, Parents magazine, Parent & Child and more.  She is the photographer of two books authored by Entertainment Tonight co-anchor Nancy O’Dell.  

In July 2012, shortly after welcoming her third child, Ulrica decided to leave People magazine and move to a small town in her native Sweden to spend more time with her family. She's now the founder and editor of the design and lifestyle blog Sweden With Love, which merges her curiosity about design with her love for journalism and photography. She lives in a yellow house with her husband Craig and their three young children Axel, Gustav and Liv.