Second hand is a fashionable alternative to buying new
In Emmy's interview: laboratory technician from Kaarina, Jonna Nurmi. Jonna's family includes her partner Jan and their Pharaoh Hound Remu. Remu's sister Maija often brings joy to their everyday life.
Your best second hand find?
One of my best finds is an old 3-speed Helkama bicycle, which was in like-new condition when I bought it. I believe we have many enjoyable kilometers ahead together. My best find from Emmy is a pair of Marc Jacobs summer shoes, mouse ballerinas, and Kate Spade sunglasses.
How did you get into second hand?
In our family, recycling and second hand have been valued since childhood. Partly for financial reasons, but also because it's ecological. And even though later on my financial situation would have allowed me to buy new, second hand has remained a habit because it's a sustainable way to consume. Plus, it's fun to make unique finds from the endless selection of second hand. That's how my mother raised me. My mother was ahead of her time, and it feels like only now people are starting to generally understand the importance of environmental ethics.
When I worked in a clothing store, I was struck by the ruthless equation of fast stock turnover and the rapid depreciation of clothes; today's novelty might be on the sale rack in less than a month. This is a completely unsustainable business logic.
How did you discover Emmy?
I first heard about Emmy from Emmy's new CEO, Maija's owner, Timo Huhtamäki. I found the concept immediately very interesting. I like that you can place an order easily, you know what to expect in terms of quality, and the product information and photos are clear in the store.
Your experience with Emmy?
I buy almost everything I need for quality second hand dressing from Emmy, such as clothes, party outfits, shoes, sunglasses, and bags. Most recently, I ordered an Áhkká lightweight down jacket and a Calvin Klein work bag from Emmy.
Best shopping or selling tips for Emmy?
Emmy's website has a good and clear category division and a fast search function. With these, it's easy to find the right product for each need. If the right size isn't available at the time of search, you can create a search alert that notifies you when a matching product is added for sale.
When selling, it's worth paying attention to the seasons and putting seasonal clothes up for sale at the right time. When there's demand for clothes, they sell faster and fetch a better price. Likewise, well-maintained, high-quality, and up-to-date brand clothes quickly find a new owner on Emmy.
What motivates you towards the circular economy?
I think there is already so much stuff in the world that I prefer to buy used rather than new. The price level is also lower, even though the products are practically like new. I hope everyone would consider whether they could buy their clothes used and thus save the planet's resources. I hope the same ecological thinking will be applied in the business world as well. There is also a need for low-threshold clothing maintenance services, for example in shopping centers. Shoe repair services are a great example of this.
Has your view of second hand changed over time?
In the past, it was shameful to go to a flea market. Fortunately, times have changed and there is now a nice selection of second hand in every city. In our family, second hand has always been valued because it makes sense in every way. Little by little, second hand has become mainstream and an everyday, even fashionable, alternative in the public consciousness. That's why I see Emmy as a pioneer in the second hand market.