Janne and Outi Lehikoinen have transformed discarded mail sacks into a successful online shop, showcasing their passion for vintage-inspired home decor.
Entrepreneurs Janne and Outi Lehikoinen have turned an unexpected opportunity into a thriving business, leveraging old mail sacks into a popular line of vintage-inspired home decor. The couple, who launched Hiiden Aarteet five years ago, initially acquired a batch of linen sacks that were used for transporting mail across Finland. These items, dating back to the 1970s, have since become a staple in their online vintage shop due to their durability and unique appeal.
Outi Lehikoinen describes the mail sacks as “washed and mended many times,” emphasizing their longevity. The couple has even incorporated these sacks into their own decor, having personally upholstered an old chair with one. Their passion for the aesthetics of the 1950s to 70s drives their offerings, as they gather various vintage items to sell in a historic barn they converted into a storefront after relocating to Isokylä from Pertteli.
“Our business began as a hobby,” Janne Lehikoinen explained, reflecting on their transition from full-time jobs to running a vintage-themed eCommerce platform. While Janne has a background in finance and Outi in metalworking, both creators now focus on sourcing and selling vintage items, with an emphasis on smaller goods, as larger furniture poses storage challenges.
According to the Lehikois, vintage refers to objects that are less than a hundred years old, distinguishing it from antiques, which are over a century old. Their inventory primarily consists of high-quality vintage furniture, with a growing demand for items that showcase the wear and history of past use. Outi noted, “It brings me joy that many want to restore furniture as long as the frame is in good condition,” adding that reupholstering can significantly enhance the visual appeal of older pieces.
The business has seen a rise in interest in various home decor pieces, including lighting fixtures ranging from crystal chandeliers to vibrant ceiling lamps. Customers frequently visit the Lehikois’ home to evaluate the functioning and aesthetic of lamps under natural light. Recently, Janne revealed that they have sold two crystal lamps from their living room.
In addition to lighting, colorful glass vases and decorative items are in demand, particularly pieces by designers like Helena Tynell, whose Sun Bottles remain timeless favorites. However, not all items enjoy the same popularity; the Lehikois noted a decline in interest for certain brown vases from specific glass factories.
The couple observed that vintage items attract a diverse range of homeowners, with some collectors gravitating towards specific design styles while others aim for a curated blend of various periods. The Lehikois emphasized that many contemporary decorators seek unique pieces to complement modern interiors, seeking what resonates with their personal tastes.
In terms of specific products, vibrant retro patterns from the 1960s and 70s are highly sought after, particularly for Arabia dishes. Outi humorously pointed out that potential sellers of less desirable items, often labeled “Myrnas”, should patiently wait a decade for them to become appealing. She further noted that collectors are particularly discerning about the condition of items, as chips and scratches can significantly lower value.
The operational dynamics of Hiiden Aarteet reflect a well-defined division of responsibilities between the couple. Janne primarily manages the physical store and public engagement, while Outi oversees the online shop, handling product sourcing and presentation. She recounted the detailed research required for some items to determine their origins, relaying a story about a silver serving platter from the 1890s that may have been used for aristocratic invitations in local manor houses.
Navigating the vintage market, they admitted, requires constant learning and adaptability. Outi remarked on the challenge of pricing items effectively, noting that personal taste may not align with broader market trends. “Sometimes something really ugly can simultaneously have ten people reserving it online,” she commented, illustrating the unpredictable nature of consumer demand in the vintage sector. Janne added a humorous anecdote about a large collection of Arabia dishes they priced too low, reflecting on the lessons learned over their entrepreneurial journey.
Overall, Hiiden Aarteet stands as a testament to the evolving interest in vintage decor, rooted in the Lehikois’ passion for preserving the charm of bygone eras while catering to contemporary tastes.
Source: Noah Wire Services
