Meet the Creatives series - Minna Gummerus

In this edition of the Meet the Creatives series, we’re thrilled to introduce Minna Gummerus, one of VIBAe’s founders and the visionary behind the design of our flagship store in Helsinki.

With a minimalist aesthetic and a keen eye for style, design, and photography, Minna has played a pivotal role in shaping the look and feel of VIBAe. Her creative touch extends beyond the store to our social media presence, ensuring every detail reflects the essence of our brand.

Minna’s impressive career spans over 30 years as an entrepreneur, with ventures ranging from hairdressing to fashion design and even flipping apartments. Her summer cottage, a masterpiece of minimalist design, has been featured in prominent Finnish magazines. Let’s get to know the multifaceted talent behind the scenes at VIBAe.

Q: What motivated you to start your own business at such a young age?
My father owned his own company and was a major influence, instilling a strong work ethic in us from an early age. I love the freedom of managing my own time. I started my first business at 22 after graduating as a hairdresser. Since the industry pretty much requires setting up your own shop, my first one was in a corner of a garage. The rest is history—I never knew any other way.

Q: You've ventured into many industries—what drives you to explore new opportunities, and how do you decide what to focus on next?
Focused, who said I'm focused? (Laughs) I have a gazillion ideas running through my mind at all times. I’d love to create different kinds of brands non-stop! Creating a brand is like falling in love and nurturing that passion. But once the passion fades, I'm already thinking, what next? I'm not afraid to move on when the passion fades, but just to clarify, I've been married to Kalle for over 25 years—this only applies to business! I'm always wondering, should I start importing something again? Maybe set up a pet food company? I’ve created so many businesses, and create even more in my mind daily, but that’s just who I am.

Focused? No. In love and ready to take risks? Always!

Q: Is there a particular moment or lesson from your entrepreneurial journey that has significantly shaped you?
I’ve faced many lessons, but whether I’ve learned from them is another story. Maybe it's to not be afraid of the challenges ahead. I'm an airhead in the best way—the thought of failure doesn't even enter my head! What is failure, anyway? I’d rather fail than not try at all. So, to answer your question, every moment and lesson has made me fearless of failure.

Q: How has your minimalist design philosophy influenced your personal projects and the identity of the VIBAe brand?
"Keep it simple" has always been my mantra. Simplicity offers the gift of space. A simple life leaves room for more. If a product is simple and minimalistic, it allows the owner the freedom to personalize it. For instance, if our shoes included a bow, we would limit our customer base—not everyone wants a bow. But if you buy our minimalist shoe and want a bow, feel free to add one! Minimalism feeds creativity.

Q: The flagship store in Helsinki recently doubled in size—what was your vision for the expansion?
For the new space, I focused on the product first. Our Carbon Step™ insole box looks like a book, and that made me think of a library! The bookshelf I designed is the focal point of the new space and I love it! I wanted to create an atmosphere where customers can relax, something harmonious, peaceful, and homely. Many customers have commented, “The feel of the store is so calming!”

Q: Your summer cottage has been featured in several design magazines. How does it reflect your aesthetic values and influence your creative process?
A wise older lady once told me, "Thoughts and ideas don't emerge on concrete." I agree completely. Everyone needs a sacred space to rest and restore, to quiet the mind. I designed the property with large windows throughout to enhance the connection to the outdoors, ensuring that every room offers a feeling of being immersed in nature, fostering openness and tranquillity. After a weekend of walking in the forest, tending to animals, gardening, rowing, and enjoying saunas, I'm recharged and ready to face the world again. All my best ideas come from a calm, rested, and peaceful state, not when I'm busy and on the go.

"Some people look for a beautiful space. Others make a place beautiful."  - Hatzrat Inayat Khan

Q: How do you balance your personal and professional life, especially with your varied creative interests?
I prioritize taking time for myself. Being part of a couple that works together, it's crucial to have some ALONE time. I don't want to lose myself in us or the company. Maintaining my own identity is vital—it’s what fuels my creativity and decision-making. This time alone not only benefits both our relationship and the business but also helps me stay true to my unique perspective. Another key is to hire people smarter than you, especially in areas where you lack expertise or interest. Always stay true to what you're good at.

Q: What advice would you offer to those just starting their entrepreneurial journey?
There are so many opportunities and great ideas out there, yet they are often abandoned due to fear. Don't let fear override your passion and belief in yourself and your product. Dive into the unknown! Stop overanalysing and overthinking. Set a clear and even utopic goal that makes others cringe. Ours is: “We are the next Birkenstock!”

And there you have it—a peek into the mind of one of our main creatives! Feeling inspired? Or maybe even a bit curious about what you could bring to the table? Stay tuned for our next feature, where yet another creative mind spills the secrets behind what makes our team tick. Who knows—you might just find a bit of yourself in these stories!