OUR STORY
Dear Reader,
When I look back on this journey, I don’t just see a company. I see the story of Chéloin – written with courage, fueled by passion and joy, and carried forward with determination and the belief of certain people who shared my vision and chose to walk alongside on this path.
The passion and an enormous dream
In the early 2010s I had a decent career in a tech field, but inside me there was a quiet ache – like something essential was missing. My heart had always been beating for creativity – especially for interior design – and I carried this quiet, yet enormous dream of becoming an interior designer.
With a mix of fear and hope, I took a leap of faith and enrolled in studies focusing on interior designing at a local college. On the very first day, however, I walked into a classroom lined with handlooms – and my heart sank! The program was – in fact – focusing on textile crafts, and I hadn’t even finished knitting a pair of mittens back in primary school!
There and then, standing in the wrong school, I also stood at a crossroads – to walk away or to lean in? Luckily my teacher Raija Kanniainen encouraged me not to give up – quite the opposite, actually. She made me realize that not knowing too much about anything could actually be a good thing, since now there were no limitations either! So – I chose to lean in.
Then came the defining moment – I was tasked with weaving a woollen blanket. Drawn by my love for nature, I wandered into the forest for inspiration. Among rocks, moss, and bark, I felt something stir. I wanted my design to carry the textures and quiet strength of the forest itself and decided to create a lively surface that would reflect light by casting shadows. When I was finally ready, I was stunned.
The encouragement that lit the way
And so were the others! The texture I had woven was unlike anything seen before. Perhaps it’s in my nature to think outside the box, but while working on my woollen blanket I realized something essential – instead of thinking about what a textile should be, I was able to focus on what it could be. And that changed everything, just like my teacher had predicted!
After graduation, I decided to pursue my number one plan and started in Helsinki Design School. And this time, the studies were actually all about interior design! There, my woollen blanket was soon about to be acknowledged by a renowned designer – and later, my mentor – Kaisa Blomstedt. Her words still echo in me: “Satu – you won’t become just an interior designer! Your creation is a true gem, and we will be focusing on that together!”
Me and my blanket sheltered under Kaisa’s wing and her encouragement and firm belief as my compass, I eventually dared to step into the unknown by pursuing entrepreneurship in textiles. It wasn’t long before my work was introduced to the public at Finland’s most important design fair, Habitare 2017. That was the true beginning of my global journey.
The beginning of Chéloin
Soon my unique textiles began to find their way into homes and public interiors across the world. That felt like a paradox – the path I never planned became the one I was meant to walk. But it wasn’t all fun and games – I worked hard – and oftentimes also very much alone! But as life often works, destiny had another twist in store. The year I met Anne was 2025.
Anne, a seasoned multitalent and also a graduate of Helsinki Design School, was seeking for an opportunity to be part of something meaningful, just as I was searching for someone to share my vision with. From the very beginning, we recognized each other as kindred spirits – united not only by our passion for design and all things interior, but also by grounded values and commitment to authenticity.
It's clear our strengths complement each other just perfectly, since what entrepreneurially oriented Anne brings to the table is a lot. Anne often laughs that she first saw me as “slightly crazy person banging my own drum”. Though she’s not wrong, it’s my creativity and my willingness to throw myself into the unknown that made her join forces with me.
Together, we became Chéloin – carrying forward the same passion and courage that started this journey in the first place.
To the people we’ve met along the way – especially Kaisa
When I see our textiles lifting spaces and bringing warmth, beauty, and character to spaces, my heart fills with joy. Not because we “made it”, but because we boldly dared to make all this real. And this would have never been possible without the incredible belief of people I’ve met along the way.
I owe my deepest gratitude to all of you – especially to my late mentor, Kaisa, who – unbeknownst to me – was battling with a life-threatening illness. Even though her health was declining she chose not to burden me with that knowledge. Instead, she poured her strength into me by focusing entirely on nurturing my craft. That kind of generosity is rare, and it’s safe to say it changed my entire life.
Though Kaisa is no longer with us, through her legacy she is very much alive – carefully crafted into every piece we create, and forever guiding the heart of Chéloin.
And the best part? This is only just the beginning.
With endless gratitude,
Satu
Founder & Owner
