Seija Toivonen – Sales Assistant
Seija is inspired by quality products and customer encounters
Seija Toivonen applied for her dream job as a Stockmann sales assistant in her fifties. This was the start of a long career, for which Seija was even awarded a medal.

What do you do at Stockmann and how did you end up working here?
I’m a salesperson in the men’s fashion department at the Turku department store. I’m a modiste by training and have run a hat shop in Turku city centre, among other things. However, ever since I was a child I wanted to work at Stockmann. When the opportunity came to apply, I was in my fifties and so determined that nothing could have stopped me. People were surprised that I was applying for a job at that age. Now I have been here for 17 years and no intention of retiring. I retired at 68 for a few months but luckily, I could come back.
What is the best thing about your job?
I think the Stockmann department store is a lovely place. I like the atmosphere, the scent and the high quality of the goods, which are really nice to sell. I inherited my mother’s love of all things beautiful. I passionately follow fashion and cosmetics trends. I also get a lot of satisfaction from my job. There’s nothing more rewarding than selling. I’m entrepreneurial, so sales work suits me very well.
Share one surprising thing your colleagues don’t know about you.
When I was young, I lived in Australia for a while and sold hats there. My friend and I also went to Pat Woodley’s modelling school in Sydney and I did some modelling for some time. I have fond memories of that time. One of my pictures was published in The Sun magazine, and it ended up in the Turun Sanomat. I still have the picture.
Your most memorable moment at Stockmann?
When I got this job at Stockmann, it was my wish come true. I was so happy about it and I still am. Another highlight was when President Niinistö awarded me the White Rose of Finland medal for my work a few years ago. I felt it was an important recognition.
How to wow customers?
You have to be interested in the customer and focus on their needs. If a customer expresses a wish, you have to act on it. I don’t want to waste the client’s time chatting, I want to move things forward without delay. It’s also really important to know the products well. I’ve noticed that young customers in particular are very well informed and knowledgeable these days.
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