Anna Suoheimo, the CEO and founder of Sera Helsinki, lived five years in Ethiopia. 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. During that time, Anna started drawing the first collection that was inspired by Finnish nature. She also wanted to create products that could give back to the country she loved.