The Story Behind a Brand Niina Carita
The name a brand Niina Carita was born during a five-hour drive from my hometown, Joensuu, to Helsinki, the capital of Finland. That journey, with just one stop along the way, was more than just a road trip—it marked the beginning of a new chapter in my life and the foundation of what would later become a strong and recognized brand.
Joensuu, located in eastern Finland, is part of North Karelia, a region surrounded by lakes, forests, and one of Finland’s most beautiful national parks, Koli. In contrast, Helsinki, a bustling city by the sea, felt like a world away. Having spent most of my life in the Finnish countryside, I never imagined myself living in a major city—let alone in Los Angeles, where I am today, growing a brand Niina Carita into something bigger than I ever imagined.
The Drive That Started a Brand Niina Carita
Let’s go back to that car ride—the day a brand Niina Carita was born.
At the time, I had just left my job as a film commissioner in North Karelia, where I helped film productions with everything from funding to casting to securing locations. The region’s unique villages and stunning landscapes made it a popular destination for filmmakers, and I loved being part of that world. Leaving my job was a huge decision, and I wasn’t sure if I was making a mistake.
I knew a new life was waiting for me in Los Angeles, where my husband was working as a music producer. It was June 2019, and I was waiting for my U.S. green card, which we expected to arrive by the end of the year. With a few months of uncertainty ahead, I started asking myself:
What do I want to do next?
I had no idea. So, I kept myself busy.
I enrolled in a master’s program in Finland while continuing to do what I loved most—training in Muay Thai. I had won the Finnish Championship in 2012, and with a few months left before moving to the U.S., I thought: Why not take a couple more fights? It felt like a fitting way to close one chapter before opening another. During this time, my husband and I spent the summer and autumn in Finland, frequently driving between Joensuu and Helsinki—his family was in Helsinki, and mine was in Joensuu. It was on one of those long car rides that I started thinking seriously about sharing my Muay Thai journey on social media. At that point, I had around 1,000 followers on Instagram, but my engagement wasn’t high. I had created my account back in 2013 but had never really focused on growing it. With so much change happening in my life, I saw social media as a way to stay grounded, stay busy, and turn my passion into something bigger—and this is when the idea of a brand Niina Carita started to form.
The Name: A Brand Niina Carita and Its Meaning
In that car ride, my husband and I brainstormed names for a brand Niina Carita. We wanted something that captured my personality, identity, and mission. I said:
"Muay Thai with a smile."
That was the essence of what I wanted to share—positivity, strength, and inspiring more women to train Muay Thai.
But we didn’t want the brand name to just be my full name.
My husband, a native Finn who had spent most of his life in the U.S., had a great command of English. Meanwhile, I mostly spoke Finnish in my hometown, though I had enough education to hold a basic conversation in English.
Then, we started talking about a funny childhood memory. As a child, I believed my middle name was Carita—only to later discover it was actually Karita. I remember feeling so disappointed as a little girl!
My first name, Niina, is also similar to the Finnish word for Ninja, which would have been an even cooler name—because trust me, as a kid, I absolutely wanted to be a ninja girl!
Then, my husband said:
“A brand Niina Carita—actually, that rhymes really well! It sounds like a strong brand.”
At first, I hesitated. But then I realized—it was perfect.
It was a childhood dream name turned into a brand, representing everything I wished for when I was a little girl. A brand Niina Carita would be like an older sister, a Muay Thai warrior spreading positivity.
The Growth of a Brand Niina Carita
Today, a brand Niina Carita has grown stronger than I ever imagined.
It’s funny how something so important can come from such a spontaneous moment. And in the end, the idea wasn’t even mine—it was my husband’s. Sometimes, we’re too close to our own stories to see what’s right in front of us.
In the past five years, a brand Niina Carita has evolved, but the core message has never changed:
A brand Niina Carita will always represent strong women with a smile.
There’s so much more to come, and I’m excited to take a brand Niina Carita to new heights. Follow this blog to stay updated on the brand’s journey and what the future holds.
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