Emelie Sandelin, a young female entrepreneur from the municipality of Malax in Ostrobothnia, Finland, is making waves in her industry. As one of the participants in RE-FEM’s second pilot training on “Digital Transformation and Digital Readiness”, Emelie not only honed her skills but also contributed her insights and experiences as a female entrepreneur in a male-dominated field to the project’s research component. Her dedication and achievements were recently recognized when she was named Young Entrepreneur of the Year in Coastal Ostrobothnia at an entrepreneurship gala on November 9, 2024.
Emelie founded her company, ES måleri-maalaamo, in Malax in August 2020. The decision came as her first maternity leave was ending, prompting her to consider her future career path. Having worked in the industry since graduating from Yrkesakademin in 2012, entrepreneurship wasn’t an obvious choice for Emelie. However, encouragement from former customers at her previous job in a hardware store planted a seed of possibility. “It didn’t feel right at the time, but that idea stayed with me and grew until the right moment came,” she says.
Her business has since flourished in ways she never imagined. “I thought being self-employed would be simpler and less stressful—just focusing on myself,” Emelie reflects. “But things changed quickly.”
Today, she employs two staff members and anticipates having up to five or six employees during the summer. Finding the right employees is a challenge, though, as it requires aligning personalities, building mutual trust, and sharing common goals. Additionally, many skilled professionals leave the industry due to its physically demanding nature and financial instability.
“Those who work for me now started as interns and later became employees. It’s demanding to mentor interns, but also incredibly rewarding,” Emelie says.
Balancing entrepreneurship and family life is another challenge Emelie faces.
“You’re torn between two worlds, trying to keep everyone—including yourself—happy,” she admits. However, being her own boss allows for flexibility, enabling her to adapt to her children’s and daycare’s schedules, as long as clients are satisfied, and work progresses as planned. “It feels like more is expected from a female entrepreneur and mother than from a man,” Emelie observes.
Despite the challenges, Emelie enjoys being an entrepreneur, embracing both the obstacles and opportunities it brings.
“It’s hard to imagine myself in any role other than as a business owner,” she says. “But you should never say never—time will tell.”
Emelie’s journey is a testament to resilience, innovation, and determination, and her recognition as Young Entrepreneur of the Year underscores the impact she has made in her field and community.