Alright – so today we’ve got the honor of introducing you to Sirly Ylläsjärvi. We think you’ll enjoy our conversation, we’ve shared it below.
Sirly, looking forward to learning from your journey. You’ve got an amazing story and before we dive into that, let’s start with an important building block. Where do you get your work ethic from?
I come from a small village in Estonia. From a very young age I always had to contribute to work and take care of my little sisters. My mother was always telling me that I should marry rich . I wanted to make my own money, to get rich through my own work. At some point, I was afraid that I wouldn’t become what I dreamed of. I wasn’t doing well in school in the subjects I needed. When I moved to Norway at 18 and worked as a cleaner at the airport, I found myself getting compliments. I was great at doing a job, whether it was cleaning, babysitting or waiting tables. I decided to always be the best at what I do.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
I am a TV chef and entrepreneur from Finland, known for my innovative approach to Arctic luxury and sustainable dining. With a deep appreciation for the natural beauty and cultural heritage of Lapland, I have dedicated my career to sharing these unique experiences with the world through her hotel and restaurants. I am a passionate fly fisher”man” who collects her own mushrooms and berries for the restaurant, grows herbs in her arctic garden in the summer and hunts in the autumn. I did comped twice in the world famous MasterChef competition, both as an amateur and years later as a professional. I built my business entirely in Lapland, but dreams of conquering the world.
My career as a private chef for high-profile clients has fueled my passion for promoting the tranquility and discreet service of Lapland. “Lapland is a place where you can really relax, forget your worries and let your stress levels drop to zero. I’m happy to help organize even the most demanding client’s wishes.”
My dedication to Arctic luxury is reflected in every aspect of my business, from the intimate settings of my boutiquehotel and restaurants to the meticulously crafted experiences that I offer to my guests. Discover the enchanting beauty and peaceful luxury of Finnish Lapland, and let me and my team create an unforgettable retreat for you.
Aurora Estate: A Haven of Tranquility
Aurora Estate offers an intimate experience with just seven exquisitely appointed rooms. Each stay this winter includes exclusive access to a morning sauna, invigorating ice swimming, and a gourmet breakfast served at your table. The estate is the only hotel in Lapland to provide the invigorating experience of ice swimming in the lake, enhancing its reputation as a sanctuary of peace and rejuvenation.
Elsa: Dining Redefined
At the heart of Lapland is Restaurant Elsa, a culinary gem aiming for Michelin star recognition. With seating for only 18 guests at a single communal table, every evening at Elsa is an extraordinary experience where diners never know who they might meet, making each visit both unique and memorable.
I plant the menu’s using the finest local and Nordic ingredients, emphasizing sustainability and ecological practices. In a bold move towards modern dining, there are no physical menus or paper used in the restaurant. In the pure land of Finland, grain cultivated on the clean soil takes the form of artisan bread. Domestic organic eggs are transformed into homemade pasta. Freshly caught Arctic grayling from Muonio and smoked whitefish in the fall grace the menus. Every evening, ice cream is crafted from the milk of Lapland’s own cows.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
I was really lost when I was a teenager. My childhood was rough, violent and challenging in every way. I was born in Estonia during the collapse of the Soviet Union and came from a poor family. We moved to Finland where I learned a new language and culture. I was always an outsider who dreamed big. But it was terrible to realise that the only one standing between my own dreams was myself. I wasn’t good enough at school to get into medical school. I went out into the world at a young age and when I was 21 and living in New Zealand, I saw the TV show “Australian MasterChef” and decided that if that show ever came to Finland, I would apply for it.
By the age of 23 I was back in Finland and competed in Finland’s first MasterChef show. I was the youngest contestant, the best of the women and placed third.
I set myself a goal, in 10 years I will be one of the best chefs in Finland and I can prove that I am there. But that’s not enough, I want a Michelin star and that would be the northernmost in the world. My goal is to get a star by next summer.
Set yourself a goal and go for it. Don’t take missteps when it’s hard, then your goal is just further and further away.
Everyone starts somewhere, no one is ready when they are born or when they start a business. I recommend networking, getting to know people and when you can’t ( for example if you are like me living in the middle of nowhere in Finnish Lapland) listen to books. I have developed my own leadership, marketing strategy, personal resilience and have been inspired to overcome new challenges by reading a number of great books.
Okay, so before we go we always love to ask if you are looking for folks to partner or collaborate with?
I would like to work with people and companies who are interested in experiencing and seeing the beauty of Lapland. People who have their feet on the ground, love nature, good food and appreciate personal service. Do you want to bring your customers to Lapland? Contact me, I can take care of everything here and make sure your trip meets certain standards. You can send me an e-mail [email protected]
Contact Info:
- Website:www.sirly.fi
- Instagram: www.instagram.com/sirly.yllasjarvi
- Linkedin: Sirly Ylläsjärvi
- Twitter: sirly yllasjarvi
- Other: tiktok sirly.yllasjarvi
Image Credits
OLGA POPPIUS PHOTOGRAPHER STYLIST CLAUDIA ENGELMAN
