Tiina Hakala’s business is taking Finland by storm with glitter and flower crowns

If you've seen impressive glitter make-up, tattoos and body decorations at festivals and business events, you've probably run into the business idea of Tiina Hakala from Helsinki. When Glitternisti was founded in 2016, it was the first company in Finland specialising in glitter. It has since expanded from the Helsinki metropolitan area to Turku, Tampere and Oulu.

“We started in practice with B2B sales, because companies would hire us for their parties. We had the advantage of being the only company to offer this service,” Tiina says.

She recalls how she noticed the miraculous effect glitter has: donning glitter make-up would make everyone, even adults, immediately more confident and willing to indulge in fun activities. People aged 24–34 are still Glitternisti's largest customer group. The busiest time is in summer and during the end-of-the-year party season.

“Currently, we have increased our focus on children’s birthday parties to even out our sales. Our online store selling glitter make-up helped us through the tough times during the pandemic, as our sales declined due to the break in event organisation.”

In addition to the business owner herself, Tiina Hakala’s Glitternisti employs one permanent employee and some thirty gig workers.

“I manage the administrative side and train all our new employees to familiarise workers with the business and ensure that the quality criteria are met.”

Entrepreneurship started with titiMadam

Over the past few years, Glitternisti has also expanded to flower crowns. The new business idea came about by chance when a customer asked Glitternisti if they could supply flower crowns to be worn on the head.

“I ran with the idea and created the flower crown workshop quite quickly. In the workshop, we teach customers how to make their own crowns. We bring all the supplies with us, making it a fun activity for bachelorette parties, for example.”

Tiina admits to being easily excited and keen to test out all kinds of ideas. She first started as an entrepreneur fourteen years ago when she was studying furniture design in Kent, England. Hakala ended up collaborating with her fellow student Adam Rowe and designing a line of jewellery made from acrylic plastic, titiMadam, which became a hit.

At its best, titiMadam was sold at more than 70 locations around the world.

“The product was also related to something new, as laser cutting had just been introduced as a new manufacturing method and the products started flying off the shelves.”

Planning for an exit

During the early years of the jewellery family, Tiina Hakala was a familiar sight on the pages of Finnish women’s magazines. In retrospect, Tiina has wondered if people identified titiMadam too much with her.

“If you are planning on selling your business later on, it might not be a good idea to make the brand about the owner. With Glitternisti, I have purposely taken a back seat and outsourced social media to others.”

Over the past year, Tiina has tried to delegate even more, as she has been on parental leave with her small daughter.

“Of course, as an entrepreneur, I am never really on holiday, because the business and its development is always on my mind to some extent. But parenthood has really emphasised the fact that there needs to be more to life than work,” Tiina admits.

She is forthright in saying that she dreams of making an ‘exit’ at some point: selling the business and adopting a slower pace of life.

“Even though I have accomplished a lot, I am really quite lazy. The freedom of working wherever actually really drew me to entrepreneurship at first; I could spend a few months in Asia, for example. I value my free time.”

Build your business for the long term 

Business Advisor Pia Partanen from Business Helsinki praises Tiina Hakala’s business strategy. Glitternisti has not shied away from experimenting with new business ideas by listening to customers.

“If your business is very seasonal, you should start by considering how to make your business profitable in the slower seasons. Glitternisti has started offering children’s parties and set up a webshop, for example, which are in demand all year,” Partanen notes.

Partanen has noticed that many entrepreneurs initally struggle with identifying their core business.

“It is often better to first focus on one product group or service concept than enter the market offering five different business ideas. Nothing stops you from returning to them later, once your business has started to thrive.”

If the company expands and its business activities change, the business-owner may later update the business description of the company.

“It is true, however, that you should consider the name of the company carefully when starting your business and create an as comprehensive business description as possible to allow for flexibility, as needed,” Partanen says.

Making long-term plans is also beneficial if you are planning on selling your business.

“It is important to have a clear idea of the company’s brand, key financial figures and contracts from the start. This makes the company seem reliable and attractive to potential buyers, as well.”

Business Helsinki offers help with starting and developing businesses. Schedule an appointment with our Business Advisory Services