Where my perspective comes from
I notice how things feel: the light in a city, the warmth of a material, the mood of a room. Four countries taught me to turn that sensitivity into something useful, and to pair it with structure, research and execution.
My story
What living abroad taught me
Three countries, each adding something I now bring to brand work. Most recent first.
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International Business, Entrepreneurship and Conscious Business
I moved to the Netherlands to study International Business Administration at Saxion University of Applied Sciences, focusing on entrepreneurship and conscious, sustainable business.
Through business-case projects, I conducted research and developed strategic recommendations for companies including Dovideq Medical, Velda BV, Eaton Corporation and SKEPP. At Dovideq Medical Systems, I gained hands-on experience in sales and marketing, covering market research, international partner development, CRM segmentation, marketing content creation, SEO and international client visits.
What it taught meA strong knowledge of all aspects of international business and a strong understanding of how creative thinking connects with research, analysis, commercial strategy and execution.
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Independence, luxury and hospitality
After finishing high school I moved to Australia, where I lived for three years, worked in luxury hotels and travelled around the country. At Pullman Bunker Bay Resort and Freycinet Lodge I served more than 2,500 international guests between them.
Hospitality showed me how much the smallest details shape the way someone experiences a place, that trust is built through small, consistent actions and predictability over time, and that a seamless experience is the result of a lot of careful coordination behind the scenes.
What it taught meAttention to detail, building trust, high service standards, quick adaptability skills, calm problem-solving and communication skills with people of all kinds.
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Learning to see the world differently
At sixteen I moved to Brazil for an AFS exchange year and immersed myself in Brazilian culture. It was my first time stepping fully outside my familiar environment and learning other ways of living, thinking and communicating.
As I was learning Portuguese, I also learned the word saudade, which later became the philosophy behind Véra Helmina.
What it taught meTo stay curious about people and cultures, and to understand the value of connecting with people from different backgrounds. Learning a new language also opened up a new way of thinking and seeing the world.
Bringing everything together
After graduating in the summer of 2026, I returned to Finland with an international education, professional experience, a wide global network and two self-initiated brands.
Building Hairloom Maison and Véra Helmina showed me what I most want to do: help businesses bring their vision to life by building brands, from the first idea to a cohesive identity and brand world that truly captures the feeling of the brand and its purpose.
Where I am headingBranding, creative strategy and marketing, in agencies, creative studios and brands that value thoughtful ideas.
Perspective
An international way of seeing
I have lived, studied or worked in Finland, Brazil, Australia and the Netherlands, with an Erasmus project in Germany, and travelled to more than ten countries on four continents. For me that is not a fact on a CV. It is how I learned to recognise different perspectives and approach unfamiliar situations with curiosity.
Languages
- FinnishNative
- EnglishFluent
- PortugueseGood working proficiency
- SpanishSatisfactory working proficiency
What comes next
Business, creativity and culture, in one role
My experience has shaped a clear direction: bringing together commercial thinking, creative vision and cultural insight to build meaningful brands that resonate with the people they serve.
