Lavli Story

2012 – The story of Lavli began with Lorna Jane activewear 

Lavli was founded in 2012 and has already experienced many chapters in its journey. The name "Lavli" is derived from the English word "Lovely," reflecting its mission—to bring customers everything that is lovely.

The story of Lavli began in Australia, while working there 2009-2010, I discovered the women's activewear brand Lorna Jane. More than just redefining sports fashion, it was the brand’s MOVE, NOURISH, BELIEVE lifestyle philosophy that truly inspired me. In 2012, Lavli became one of the first Lorna Jane distributors outside of Australia, securing exclusive rights in Finland.

In its early years, Lavli focused on introducing the Lorna Jane brand to Finland. Lavli had an online store and organized numerous pop-up shops and wellness events. 

2016 – Lavli Living Room – Passion-driven dream concept enhancing women's wellbeing and supporting small businesses 

As the Lorna Jane brand grew and we built a loyal customer community, the idea for Lavli's own lifestyle concept store began to take shape. In 2016, Lavli Living Room opened its doors in downtown Helsinki.

The concept store combined shopping, wellness services, and events. It featured a Lorna Jane shop, a tea bar, boutique fitness classes, inspiring wellness events, private functions, art exhibitions, a workspace, and a lounge for relaxation and gathering.

The concept was embraced by customers and collaborators alike, attracting visitors from all over the world. Many customers shared that it brought real lifestyle changes and happiness—feedback I cherish as my greatest achievement and reward.

Lorna Jane shop at Lavli living room, 2016, Kämp Galleria

Lavli living room offered training classes and wellness events on weekly basis. 

 

2017-2022 – When risks become reality – Rising from rock bottom

Unfortunately, Lavli Living Room had to close after just one year. While customers loved the concept, that alone wasn’t enough. My budgeting and timeline were far too optimistic, leaving me with no choice but to shut down the store. 

Against all odds, both the company and I pulled through this major setback—something no one believed possible. It took five long, hard years to pay off the loans and to get back on my feet. Those years taught me more than I could have imagined—not just about business, but about myself. 

This experience reinforced my commitment to support and collaborate with fellow entrepreneurs and small business owners whenever possible. By sharing my knowledge and lessons learned, I hope to make the entrepreneurial journey a little smoother for others.

After closing Lavli living room I also left Lorna Jane behind, I chose to focus on my core expertise: marketing services.

2020-2024 – Marketing partnership with Kamppi Helsinki

From 2020 to 2024 Lavli has been long-term marketing partner for Kamppi Helsinki shopping center. In close collaboration with Kamppi's then Marketing Manager, Marianna Viirre, Lavli crafted engaging social media content, organized numerous events, and brought unique art installations to life. This close partnership with Kamppi was very meaningful to me and inspiring, as I was trusted to design and implement so many unique projects and events.

Kamppi Garden celebrated Kamppi's 15 years anniversary, 2022. The giant paper flower garden was made in collaboration with Ukrainian paper art studio Mio Gallery. This has been one of my all time favorite projects.🌸

2025 – 'Chapter number nine'

"Sometimes on the entrepreneurial journey chapter number nine ends up being just the beginning. And your hero product turns out to just be a sidekick, paving the way for a stronger, bigger, braver world–changer." (Risk & Resilience, Lisa Messenger)

In 2025, Lavli is entering an exciting new chapter offering a unique selection of marketing services and event production. Lavli has also partnered with its long-term business partner, Mio Gallery, a paper art studio ran by Ukrainian duo Mira & Valerii, that creates stunning giant paper flowers to decorate events and spaces.

The beauty of entrepreneurial journey is that you never know what the future holds or where it will lead you. 

So, let the new 'chapter number nine' of LAVLI begin. You're warmly invited to join the ride!

-Asta Laurila, Founder and Creative Force at Lavli  🌸