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The Finnish Fairytale

-Finnish Fashion Happiness-

Unleash your inner enchantress with this free-spirited fashion, created to bring both your wardrobe and your soul to life.

Handcrafted Finnish Fairytale accessories and jewelry made with ecological materials.

designed to last and feel meaningful.

Image by Martin L.

Lived experience - not just clothing

- We ship to Finland and worldwide -

Free shipping to Finland

Kanteletar earrings

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Kanteletar earrings

Kalevala earrings

Ainikki pelerine

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City Shaman garland

Mermaid Pony Tail

Wild Tribe earrings

Nordic Light earrings

Nordic Star poncho

Shop the Magic Wardrobe Shop by Category

Hair accessories

Hair Accessories

FASHION SHOWS & Events

World Fashion Week @wfw.ai July 2026 in Paris
New York Fashion Week @nyfw_am 2027

Web shawl

Mai Magic Wardrobe - clothing you live in.

@sambic.alegria in @mai.niemi.design Brazil rocks!🤗

@sambic.alegria in @mai.niemi.design Brazil rocks!🤗

A holistic take on fashion that cares for people and the planet 🌿✨ IAMMAI by Mai Niemi blends zero-waste knitting, natural fibers and mindful design to support body, mind and environment. Read more — Link in Bio #SustainableFashion #ZeroWaste #MindfulDesign #SlowFashion #EcoStyle

A holistic take on fashion that cares for people and the planet 🌿✨ IAMMAI by Mai Niemi blends zero-waste knitting, natural fibers and mindful design to support body, mind and environment. Read more — Link in Bio #SustainableFashion #ZeroWaste #MindfulDesign #SlowFashion #EcoStyle

So great to have a Norwegian fashion fan🤗@ritaengedalen

So great to have a Norwegian fashion fan🤗@ritaengedalen

Kalevalaiset hääpidot Punkaharjun Retretissä oli ikimuistoinen hääkuvaelma, jossa paikalliset yrittäjät toimivat Pohjolan Häät tarinallisina häävieraina. Tosi kalevalaista yhteisöllisyyttä! Mukana oli Väinämöinen, Louhi, Elias Lönnrot, Pohjan Neito, Aino, Luonnottaret, Tapio, Metsän Neito, Wellamo, Ahti ja moni muu. Oli ilo puvustaa heidät kaikki. Kiitos vielä Sinikka Mäkelä, @mkaren2012 @elli_hemia @saimaantaideluolaretretti @johannaoras @saimihoyer @lustomuseum @nanna.karalahti @matkailutila_naaranlahti ja moni muu.
#neulekalevala #maimagicwardrobe #mainiemifinnishfairytaleshop #finnishfairytale

Kalevalaiset hääpidot Punkaharjun Retretissä oli ikimuistoinen hääkuvaelma, jossa paikalliset yrittäjät toimivat Pohjolan Häät tarinallisina häävieraina. Tosi kalevalaista yhteisöllisyyttä! Mukana oli Väinämöinen, Louhi, Elias Lönnrot, Pohjan Neito, Aino, Luonnottaret, Tapio, Metsän Neito, Wellamo, Ahti ja moni muu. Oli ilo puvustaa heidät kaikki. Kiitos vielä Sinikka Mäkelä, @mkaren2012 @elli_hemia @saimaantaideluolaretretti @johannaoras @saimihoyer @lustomuseum @nanna.karalahti @matkailutila_naaranlahti ja moni muu.
#neulekalevala #maimagicwardrobe #mainiemifinnishfairytaleshop #finnishfairytale

I share a personal story about how systems can forget the human behind the résumé — and how creativity, resilience and gentle support can restore dignity. From harsh bureaucracy to finding my path in design and Nordic knitwear, this piece traces the costs of rigid rules and offers practical ideas for kinder, more flexible support for creatives and micro‑businesses.

If you care about sustainable fashion, craft-led entrepreneurship and policies that actually help makers thrive, this one’s for you. Read the full essay and join the conversation — together we can shape a more humane system and bring Nordic ecoluxury to a wider world. Link in bio!

#NordicEcoluxury #SustainableFashion #MadeInFinland #MerinoKnitwear #CreativeEntrepreneurs #MagicWardrobe #EthicalDesign #SlowFashion

I share a personal story about how systems can forget the human behind the résumé — and how creativity, resilience and gentle support can restore dignity. From harsh bureaucracy to finding my path in design and Nordic knitwear, this piece traces the costs of rigid rules and offers practical ideas for kinder, more flexible support for creatives and micro‑businesses.

If you care about sustainable fashion, craft-led entrepreneurship and policies that actually help makers thrive, this one’s for you. Read the full essay and join the conversation — together we can shape a more humane system and bring Nordic ecoluxury to a wider world. Link in bio!

#NordicEcoluxury #SustainableFashion #MadeInFinland #MerinoKnitwear #CreativeEntrepreneurs #MagicWardrobe #EthicalDesign #SlowFashion

Mai Magic Wardrobe lives and transforms with your life. I named it Women World Web - www- with wich we women weave ourselves feminine joy. Louhi is the matriarch in Finnish myhtology who was sble to transform her into anything she desiderd. #louhiwebshawl
@mai.niemi.design @vlgeai @wfw.ai
@torikorttelit

Mai Magic Wardrobe lives and transforms with your life. I named it Women World Web - www- with wich we women weave ourselves feminine joy. Louhi is the matriarch in Finnish myhtology who was sble to transform her into anything she desiderd. #louhiwebshawl
@mai.niemi.design @vlgeai @wfw.ai
@torikorttelit

Coloring life with accessories! Had a photoshoot with @mirjamh0kkanen at Helsinki @torikorttelit Summer Terrace at Senate Square. You’ll find these designs in Mai Niemi Finnish Fairytale shop located round the corner or mainiemi.com🤗🌹🌸🌺🧚#maimagicwardrobe #neulekalevala

Coloring life with accessories! Had a photoshoot with @mirjamh0kkanen at Helsinki @torikorttelit Summer Terrace at Senate Square. You’ll find these designs in Mai Niemi Finnish Fairytale shop located round the corner or mainiemi.com🤗🌹🌸🌺🧚#maimagicwardrobe #neulekalevala

Enjoying divine Finnish simplicity while waiting the hear wave. 🇫🇮🛶🙃 By one of the 188000 lakes of Finland.

Enjoying divine Finnish simplicity while waiting the hear wave. 🇫🇮🛶🙃 By one of the 188000 lakes of Finland.

Daring men are heading to the land of women on brave expeditions to find their feminine and to better understanf of their women.
The Wedding at North in Kalevala, the national epic of Finland, is the ancient story of the inner marriage of male and female. In fairytales also, after completing the daring feats, the prince receives the princess and half the kingdom, access to his femininity. And happiness ever after. #finnishfairytale #neulekalevala #kalevala

Daring men are heading to the land of women on brave expeditions to find their feminine and to better understanf of their women.
The Wedding at North in Kalevala, the national epic of Finland, is the ancient story of the inner marriage of male and female. In fairytales also, after completing the daring feats, the prince receives the princess and half the kingdom, access to his femininity. And happiness ever after. #finnishfairytale #neulekalevala #kalevala

Taming the White with Kanteletar earrings, Nature Goddess shawl and the Nordic Star poncho. Sustainable hanmade local #finnishdesign ##maimagicwardrobe #neulekalevala #mainiemifinnishfairytaleshop mainiemisuperfashion
@myhelsinki @torikorttelit @mirjamh0kkanen @oldhelsinki @vlgeai @wfw.ai @suomentekstiilijamuoti @finnishdesigners

Taming the White with Kanteletar earrings, Nature Goddess shawl and the Nordic Star poncho. Sustainable hanmade local #finnishdesign ##maimagicwardrobe #neulekalevala #mainiemifinnishfairytaleshop mainiemisuperfashion
@myhelsinki @torikorttelit @mirjamh0kkanen @oldhelsinki @vlgeai @wfw.ai @suomentekstiilijamuoti @finnishdesigners

Pohjan Tähti poncho sopii kesäiseen cityyn.
@torikorttelit @mirjamh0kkanen @mai.niemi.design

Pohjan Tähti poncho sopii kesäiseen cityyn.
@torikorttelit @mirjamh0kkanen @mai.niemi.design

Helsinki Samba Carnaval @sambic_tanssikoulu käväisi räväyttämässä ilmoille ilokuplia Finnish Fairytale Shopilla. Seuraavaksi nämä Pohjolan Amatsoonit ja Finnish Design asusteeni matkaavat Brasilian Amatsoniaan Manaukseen.
#Pohjolan Amatsoonien asusteet @mai.niemi.design
@torikorttelit @suomentekstiilijamuoti @finnishdesigners @wfw.ai

Helsinki Samba Carnaval @sambic_tanssikoulu käväisi räväyttämässä ilmoille ilokuplia Finnish Fairytale Shopilla. Seuraavaksi nämä Pohjolan Amatsoonit ja Finnish Design asusteeni matkaavat Brasilian Amatsoniaan Manaukseen.
#Pohjolan Amatsoonien asusteet @mai.niemi.design
@torikorttelit @suomentekstiilijamuoti @finnishdesigners @wfw.ai

Helsinki Samba Carnaval ja Sambic Tanssikoulun Pohjolan Amatsootit levittäytyvät Katariinankadulle Finnish Fairytale shopille lauantaina 13.6 klo 13:45. Tervetuloa mukaan! @sambic_tanssikoulu @torikorttelit

Helsinki Samba Carnaval ja Sambic Tanssikoulun Pohjolan Amatsootit levittäytyvät Katariinankadulle Finnish Fairytale shopille lauantaina 13.6 klo 13:45. Tervetuloa mukaan! @sambic_tanssikoulu @torikorttelit

Nature connected fashion tale. #maimagicwardrobe #neulekalevala #wearablenature #finnishforest

Nature connected fashion tale. #maimagicwardrobe #neulekalevala #wearablenature #finnishforest

Neule Kalevala on naisten Kalevala, uuden naiseuden ilon ajan avaaja ja avain, uuden aikakauden Kalevala.
#neulekalevala #mainiemidesign #finnishfairytale #wearablekalevala

Neule Kalevala on naisten Kalevala, uuden naiseuden ilon ajan avaaja ja avain, uuden aikakauden Kalevala.
#neulekalevala #mainiemidesign #finnishfairytale #wearablekalevala

The art of transformation: Mai Magic Wardrobe City Shaman
@mai.niemi.design @wfw.ai @vlgeai

The art of transformation: Mai Magic Wardrobe City Shaman
@mai.niemi.design @wfw.ai @vlgeai

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