Behind the Scenes: PopJoy at Finnish Design Markets

Before PopJoy had a website, we had a market booth. That's not just history — it's still part of who we are. Design markets across Finland are where we meet our customers face-to-face, where we hear real feedback about fit and fabric, and where the whole community of Finnish handmade fashion gathers under one roof.

Here's what a market weekend actually looks like — and why we still do them every year.

Why We Started at Markets

When I launched PopJoy, I didn't have a store, a warehouse, or an online shop. What I had was corsets I'd sewn in my apartment and a booth booking at a Helsinki design market. That first weekend was terrifying and exhilarating — dozens of people stopped, tried on corsets, asked questions I hadn't thought to answer.

Markets forced me to become better at describing my own work. They also gave me something an online-only brand can't have: instant, unfiltered feedback. If a certain fabric wasn't flattering on a certain body type, someone would tell me at the fitting mirror. If a strap sat wrong, I heard about it. That feedback shaped the corsets we make today.

The Setup — Everything Has to Fit in a Car

A typical market weekend starts with loading the whole booth into the car: garment racks, corsets on hangers (wrapped carefully), a portable mirror, a lightweight fitting curtain, business cards, a payment terminal, and endless small things you learn to bring after the first few times (safety pins, a lint roller, a phone charger, snacks).

Setting up takes 60–90 minutes. Breaking down at the end of the day takes another hour. The actual selling part is only 6–8 hours of a much longer day — but it's the best part.

Meeting Customers Who Become Community

The best thing about markets isn't the sales. It's the conversations. I've had customers come back year after year, sometimes bringing friends, sometimes wearing the corset they bought two winters ago. I've fitted brides for their weddings. I've helped mothers pick pieces for daughters. I've had customers share the outfit ideas they'd come up with — some of them made it into our styling guides.

Every corset that goes home from a market has a small story attached to it. That's what handmade fashion is really about.

Best Markets We've Done

Over the years we've participated in many Finnish design events. Some highlights:

• Siisti Kirppis (Helsinki) — a curated market for small designers
• Nordic Designers — showcase of contemporary Nordic makers
• Spring Markets — traveling markets across Finland in April/May
• Iloiset Joulukaupat — the joyful Christmas markets tradition
• MALL & MALL Stockmann — pop-up inside the iconic Stockmann building

Each one has its own personality. Some are quiet and contemplative, some are packed and chaotic — and I love them all.

What to Do When You Visit a PopJoy Booth

If you're coming to see us at an event, here's what to expect:

1. Try things on. We always bring a small fitting curtain, and I encourage everyone to feel the fabrics and see the fit. There's no pressure to buy.
2. Ask about the fabric. Every corset has a story — where the fabric came from, why I paired those two prints, what makes it reversible. I love telling those stories.
3. Ask for a photo. Wearing a beautiful corset in a bustling market is a great memory. Take the picture.

Upcoming Events

The best way to know where we'll be next is to follow us on Instagram or check our Where to Find Us page for announcements. We usually confirm event dates 4–6 weeks in advance.

Can't Wait Until the Next Market?

You don't have to — everything you'd see at a booth is available online. Browse the full collection or the Ready-to-Ship pieces for immediate delivery from Helsinki.

But if you can make it in person — please do. That's still where the magic happens.