Born in 1970, Helena Seger moved to Zlatan`s hometown, Malmö, at 17. She started out working as a bartender and a model, but then got the job as a clothing shop assistant. Rapidly working her way up to shop manager, she was then hired as account manager at Swatch Group Nordic. Obtaining a degree in economy, she became the marketing manager for the newly started airway company FlyMe, and also got on the board of the biggest publicist company in Scandinavia, Bonniers. Currently, she is a stay at home mother to her and Zlatan`s two sons, Maximillan and Vincent.