As a little boy, licking stamps for the invoices of his mother's company, Joakim Jusélius most likely could not foresee one day being the owner of Secto Design. Discover what’s new for the family-run lighting company that trusts in sustainable Finnish manufacturing, including the new Kumulo pendant.
FIRMLY ROOTED TOGETHER. This feels like an apt description of the relationship between Secto Design, the Finnish venture whose wooden lamps have wowed the world for nearly two decades, and its long-time teammate Joakim Jusélius. The bond was taken to the next level when Joakim succeeded his mother, Tuula Jusélius, as owner.
Design Stories had the pleasure of chatting with Joakim, who has been involved in Secto Design in one way or another since the very beginning. Points of interest perused included the brand's values, the new owner's visions for the future and the entire personnel's efforts to pursue more sustainable lighting manufacturing.
Hi Joakim! Could you tell us a bit about how Secto Design got started?
“The story of Secto Design began in 1995 when my mother Tuula, who then worked as a financial reporter, concluded that her trade was ill-fitted for raising a kindergarten-age child. She pictured entrepreneurship affording her more time.
My mother set off with Secto Design by inviting students and newly graduated designers to discuss collaborating. One person in particular stood out. Inspired by the conversation, they made sketches the following night – before anyone else had even started. This person was Seppo Koho, who has developed our product selection ever since.
“The foundation of Secto Design has largely been Tuula and Seppo’s seamless collaboration.”
The foundation of Secto Design has largely been Tuula and Seppo’s seamless collaboration. At first, the selection comprised furniture made from laminated veneer lumber until, at the turn of the millennium, the business embarked on a new journey by focusing on wooden lighting, originally developed to complement the furniture. The sidekick became the main character.”
What are the values upheld by Secto Design?
“Since the beginning, the guiding principle of Secto Design has been to use Finnish wood, our most significant renewable natural resource, to delight people worldwide with our products. Each item is an ecologically and ethically produced piece of Finland.
The same rings true today. Contrary to the advice of others, we continue to manufacture our products in Finland. It is thrilling that the decision to cherish local craftsmanship tends to garner respect globally. We remain loyal to PEFC-certified Finnish birch as our main material, which works brilliantly together with the timeless designs of Seppo Koho.”
Do you have specific visions in mind for the future of Secto Design?
“Secto Design is a strong brand, but every company must develop further. For us, this means focusing on sustainability, as businesses must take responsibility and play their part in responding to challenges to the Earth’s ecological carrying capacity.
In 2022 we launched the Life Cycle Assessment project, which aims to assess and verify the full impact of the products and the production of Secto Design. During the project, we discovered the enormity of the undertaking, but the data gathered has enabled us to effectively look into the environmental impact of our operations.
Improvement efforts at our factory include switching from gas heating to renewable energy sources and optimizing waste management. Shortly we will publish Environmental Product Declarations for all our products. The document transparently communicates the environmental impact of a product over its lifetime.”
During the 3 Days of Design event in spring 2024, Secto Design introduced its 30th model, Kumulo. How is the collection developed?
“Our philosophy for new products is pretty straightforward: when a new model is added, we want to keep it in the collection for decades to come. Instead of focusing on seasonal collections we wish to ensure that any avid decorator can purchase, for instance, an identical Octo pendant to match the one they acquired years ago.
“Our philosophy is pretty straightforward: when a new model is added, we want to keep it in the collection for decades to come.”
A slower pace in developing new arrivals also translates to high quality – Kumulo is a great example. Resembling a cloud, the eye-catching pendant definitely deserves its place in our portfolio but first, we need ensure it is on par with our high production standards. Before unveiling a new item plenty of fine-tuning takes place. All the pieces fell into place with Kumulo, and we are beyond pleased with the novelty.”
Secto Design lighting is handcrafted in a dedicated factory in Heinola, Finland. What does local production mean to you, and who produces the luminaires?
“Our goal is to offer lights that people wish to keep in their lives for a long time. It is equally important that the lamps are made in conditions where employee well-being is a given. Sure, we have been called unhinged for insisting on manufacturing locally but, for us, it is how we ensure both excellent working conditions and uncompromising quality.
Finland is known for its strong handicrafts tradition, which we are honored to maintain and develop on our part. We are grateful not only for Finnish wood as the raw material of our products but also for the people who make this all possible.
Since only one factory in the world is dedicated to manufacturing Secto Design lighting, there are no ready-made solutions. Upon acquiring new machinery, we first adapt it to suit our needs. Similarly, our team of experts is unique: employees have different backgrounds and each team member learns the tricks of the trade through practice. Some have years of experience – one employee has produced Secto Design lamps for over two decades!”
Since when have you been involved in the company? Was stepping in as the new owner a clear-cut choice for you?
“Secto Design is a fixture in my childhood memories. I was only slightly taller than a fire extinguisher when I began as an assistant of sorts – I remember licking stamps for outgoing invoices in the 1990s.
I ended up in business school despite my earlier dreams of becoming a rock musician. Since graduating I have briefly worked for other companies, but I have Secto Design to thank for a wealth of work experience throughout the years. I have honed my skills as an exhibition stand installer, product representative, driver and warehouse employee.
“When push came to shove, there was not much to mull over. I could not and would not let Secto Design go.”
After I had moved to Sweden with my family back in 2020, thinking it would be for good, my mother brought up the company’s future. When push came to shove, there was not much to mull over. I could not and would not let Secto Design go.
Finland beckoned, along with the utmost excitement to continue my mother’s life’s work. Secto Design remains committed to offering harmoniously beautiful design lamps in our signature style, made with pride in Finland – and you can count on that.”
Secto Design favorites
See also:
• All products by Secto Design >
• All products designed by Seppo Koho >
Text: Eero Nurmi