Exploring New Passions in Finland - With Jade Ventoniemi

Meet Jade Ventoniemi, an inspiring American entrepreneur who has found her home in Finland. By day, Jade is a marketing expert helping businesses achieve their goals, and by night, she is a passionate spin instructor. Join us as Jade shares her story of adapting to a new culture, launching her own marketing firm, and finding joy in the unique lifestyle that Finland offers.

Jade is wearing our Agnes Dungarees in green in the size 36.

Hi Jade! You’re an American entrepreneur living in Finland. Your profile says marketer by day and spin instructor by night, could you tell us a little more about yourself and who you are?

Hi! My name’s Jade & I’m an American who has been living in Finland for the past 5 years. Moving to a new country has forced me to try new things & explore different passions, careers, & hobbies. After 3 years of working in corporate marketing here in Finland, I decided to become a marketing entrepreneur to help more businesses achieve their goals. My other job & passion is being a spin instructor. I help people find joy in moving their bodies & exercising to fun music.

Can you tell us about your journey from the USA to Finland? What initially brought you there?

I moved to Finland 5 years ago with my now husband who is Finnish. My husband & I met each other while in Florida at university & we had a lot in common as we both played basketball & had similar outlooks on life. Once I visited Finland for the first time it was easy to picture my life in such a beautiful country!

What cultural differences between the USA and Finland have you found most interesting or challenging?

Finland & USA are very different although I have love for both. Moving to Finland was my first time appreciating nature & wanting to to be out in it as much as possible. It was so interesting to me how people’s life often involved nature, walking through the forest, swimming in the lake, skiing, biking, these were all just normal things for people to do but it blew my mind how active people were. I feel quite acclimated now with my life in Finland but something was hard to adjust to at first was the different social aspects, not smiling/talking to strangers so freely, keeping distance from people when queuing, small differences like that were funny to adjust to.

Do you have a favorite place in Finland, and if so, what makes it special to you?

Ooh my favorite place in Finland is absolutely my hometown Lahti. I think everyone should visit here. It’s the entrance to Finnish Lakeland but also known as a sports town. It has everything I love about Finland, lakes, forest, a functional city center, winter wonderland, & everything in between. I love being by the harbor at one of my favorite cafes. Anyone who visits Lahti I always bring them to it, it’s called Kahvila Kariranta.

Could you share more about your marketing firm? What inspired you to start this business?

I only just now launched my own marketing firm in the beginning of 2024 & it’s already been so fulfilling in a short amount of time. When I entered into marketing 4 years ago, I quickly realized I love the strategies & thought that go into creating content that makes an impact. At my corporate job, I felt like I hit a ceiling & couldn’t grow any further even though i knew I had a lot more to give & that my marketing skills are highly sought out. So, with the confidence in my marketing experience & having a passion for various industries, I knew becoming an entrepreneur was the best choice for me. It brings me so much joy when my clients are happy with our projects together.

How is outdoor life different in Finland than in the US? 

For me personally, I didn’t spend a lot of time outdoors in USA. I played basketball competitively my whole life throughout university so that was my main hobby. If I were to do an outdoor activity, it was rarely spontaneous but had to be something planned well ahead. Like going to the beach or canoeing. (& these outdoor occurrences maybe happened once every few months) In Finland, like I mentioned above, being outdoors is just a part of daily life no matter the season. Being outdoors is also nice to meet up with friends too like in the forest or a lakeside walk instead of at the house or coffee shop. Living in Finland has really taught be to be brave in trying new things & embracing nature, I’m so grateful.

Besides your professional work, what hobbies or activities do you enjoy most in Finland?

Somehow I have fallen in love with so many winter sports. I never tried ANY winter sports before moving to Finland but now I love cross country skiing, snowboarding, and ice hole swimming for example. During the summer we spend a lot of time by the lake at the summer cottage & that’s always my favorite as well. 

How do you like Agnes dungarees?

I’m absolutely in love with my Agnes dungarees. I have quite the casual style so they fit perfectly for my everyday style but also for being active outside at the cabin. I think I got a really nice size because I can even lounge around in them & they’re super comfortable. I feel like it’s even a mental boost when i wear them because mentally im saying “ok i mean business in these!”

Thank you Jade, for sharing your incredible journey and insights with us! Your story is a testament to embracing new challenges and finding joy in both professional and personal pursuits. Follow Jade on Instagram to see more of her entrepreneurial and adventurous path through Finland. If you enjoyed this story and want to read more about inspiring women moving to a foreign country, we recommend this one.