On a mission towards revolutionary inclusion

Wicked problems demand innovative solutions. We believe that truly transparent design drives change for a more inclusive and accessible society. SERA HELSINKI was born from the love for design and desire to create a better future. Our roots lie in Scandinavian design, and they are intertwined with Ethiopian craftsmanship heritage and empowerment of people.

Revolutionary inclusion

Our mission is to improve inclusivity on all levels of our business. Many of our artisans don’t know how to read and write and they have been excluded from the society they live in. The unfortunate fate of a person with a disability often is to be a beggar on the street. Together with organizations, we teach skills and human rights to our artisans so that they can become active and empowered members of their communities.

Design for change

Let’s face it – even the most ethical product is not worth producing if it isn’t desirable and durable. For us, the design is more than just a pretty surface. Good design creates fascinating and functional products that serve as a tool for creating a more inclusive future. SERA HELSINKI’s ethical and empowering approach equals timeless design and traditional crafting methods. Our rugs are natural products from pure sheep wool, and our processes do not use any harmful chemicals.

Explore our rugs

Truly transparent production

The production chain of SERA HELSINKI products is fully transparent from the beginning to the end. We know the origin of our natural and organic materials. We monitor the whole production process from sheep-herding to thread-spinning and rug-weaving closely. To prove this, we provide videos and images for our customers of their very own rug’s crafting process.

A Story of Empowerment

Anna Suoheimo, the CEO and founder of SERA HELSINKI, lived in Ethiopia for five years. She and her children fell in love with the country and its people. Anna loved to work with the local artisans. The nights of Addis Ababa are cold, and together with the artisans, she made woolen rugs for her own home. During that time her children were toddlers and spilled everything on the rugs. Anna was amazed that the wool was so easy to keep clean – even a white rug under the dining table. She started designing rugs which would become SERA HELSINKI’s first collection with Finnish nature as the inspiration.

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Revolutionizing inclusion together

Our core team consists of people based in Finland and Ethiopia. With expertise and relentless approach, today we are able to employ over 300 people in Ethiopia.

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Our Commitments

The United Nations developed the Sustainable Development Goals (SDGs) in 2015. Our work advances, especially goals 1, 5, and 10, as they outline the areas in which we have the largest impact.

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