Suomeksi

Who is Semina?

I'm Sonja Kallioinen - known in the hobbyhorse community as Semina. I'm a 28-year-old hobbyhorse artisan and event organizer based in Espoo, Finland.
I’ve been involved in hobbyhorsing for 18 years and have always made my own horses from scratch - over the years, I've created around 700 unique hobbyhorses. I also craft hobbyhorse tack and accessories, which are available for purchase in my small on-site shop at Semina's Stable.
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I organize a wide range of hobbyhorse activities at the stable - including camps, coaching, competitions, and birthday parties—and create videos for YouTube.
I've taken part in numerous events to help introduce the hobby to new audiences. Today, I work to promote global awareness of hobbyhorsing through various videos, documentaries, and other projects.

My Story – How a Hobby Became a Lifestyle and a Business

​How It All Began (2008)
I fell completely in love with hobbyhorsing the moment I heard about it as a 10-year-old back in 2008. At the time, this sport—created by Finnish youth—was still largely unknown.

The spark was lit when I came across a small magazine article about two slightly older girls who had made their own hobbyhorses by hand. They were practicing show jumping and dressage, mimicking real equestrian sports and movements. Right away, I tried making my first hobbyhorse and bridle, and I set up a stable in our playhouse. Around the same time, I started riding real horses and began applying everything I learned about horse care and riding techniques to hobbyhorses.

The very first hobbyhorse I made taught me the hard way that crafting a quality hobbyhorse isn't so simple—it looked more like a frail anteater than a horse, and its stick was an old hockey stick!

Here are some of Sonja's first hobbyhorses over 10 years ago

Growth & Development: Years as an Enthusiast and Craftsman
During my first years in the hobby, I spent nearly all my free time sewing hobbyhorses and tack, as well as practicing the sport. I participated in competitions, organized my own events, camps, and lessons for my friends, and above all, developed my sewing skills.
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However, I wasn't always the most patient craftsperson. As a self-taught creator, my progress happened through trial and error, and it took years before I figured out the best techniques and my hobbyhorses began to truly reach high quality. At some point, people I knew started asking me to make hobbyhorses based on photos of real horses—and that's how I made my first custom orders at 14 years old.

Here's Elf, one of Sonja's first hobbyhorses

​Throughout my school years, I kept up with the hobby persistently, although I took a one-year break during middle school. In 9th grade, my passion flared up again, and I started accepting custom orders more frequently. Alongside high school, I made horses for sale, tack, and custom work whenever I had the time.
After graduating high school, I took a gap year, which finally gave me the time to immerse myself properly in the hobby. Together with my mother, sister, and friends, I attended numerous events to introduce the sport to others. Around the same time, I launched my YouTube channel and taught myself videography and editing so I could share the joy of hobbyhorsing even more widely, alongside Instagram and my website.

Entrepreneurship & Content Creation: Semina Today
After my gap year, I went to study Waldorf pedagogy at Snellman College. That year gave me many new ideas, valuable knowledge about working with children and youth, and above all, the courage to take the biggest step: starting my own business around hobbyhorses. On the very first day of 2020, I filed the registration documents for my company, and I’ve been on this path ever since!

Today, I run my company, Semina Oy. I handcraft hobbyhorses and tack, teach sewing techniques, host camps, competitions, and birthday parties, and participate in various events.
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A true hobbyhorse center has been built right in my backyard in Espoo, complete with stables, hobbyhorses, jumping equipment, and cross-country courses. It provides the perfect setting for practicing the sport and creating unforgettable experiences. Looking ahead, there are even bigger plans in store: I dream of an even larger location, new stables, and even an indoor riding arena of my own!
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Values & Practices

​I aim to reflect my values in Semina's hobbyhorses, equipment, camps, and everything I do. To me, sustainability and ethics are not just words—they are concrete daily actions.
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🌿 Sustainable & Ethical Handcrafting (Zero Waste) Handcrafting hobbyhorses is inherently a sustainable and eco-friendly practice. I carefully plan and create every single product:

• Maximized material use: I use every bit of material down to the last scrap. For instance, there is zero waste with interfacing/stabilizers, as even the smallest leftover pieces are utilized for hobbyhorse parts.
• 100% recycled filling: I exclusively use recycled stuffing for my hobbyhorses.
• Minimal electricity use: The vast majority of crafting steps are done entirely by hand without electricity.

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📦 Eco-Friendly Packaging Materials

• A second life for boxes: I prioritize recycled materials for packaging and shipping. I don't purchase new cardboard boxes or mailers at all; instead, I always reuse clean, recycled packaging.

💗 A Safe Space to Be Yourself – Inclusivity & Community Everyone is warmly welcome to Semina's camps, competitions, coaching sessions, and birthday parties exactly as they are.

• Without performance pressure: Enthusiasts of all ages and from all backgrounds join our activities. The most important things are the joy of movement, a safe atmosphere, and encouraging one another.
• Community spirit and respect: Our activities are built on respecting different people, animals, and nature, as well as fostering a supportive community spirit.

🤝 Empowering Youth Hobbyhorsing is a wonderful phenomenon created by young people themselves. Through my own example, I want to show what can be achieved with persistence and passion, and encourage others to pursue their dreams in entrepreneurship and in life.
I want to inspire young people to study, think for themselves, and build a life that feels right for them.

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🎬 Get to Know Me on Video
Watch the Q&A video below to learn more about me, the story behind KHT Semina, and my journey in hobbyhorsing.
Find more videos on my YouTube channel (KHT Semina)!