Interview: Viamaja.
What began as a passion for rescuing old furniture and unique objects soon became the starting point for her brand, originally called MioMio, now known as Viamaja.
At the heart of Viamaja lies Maja’s lifelong fascination with home décor and interior design. Growing up in a family with limited resources, she had to get creative when decorating her own space.
"I remember going through dumpsters near apartment buildings as a child, searching for hidden treasures. I loved finding old things, like a worn-out mirror, which I could paint and make my own. It was so exciting to transform something forgotten into something uniquely mine. I really enjoyed creating pieces that no one else had," Maja Wistisen, Viamaja.
From Mental Healthcare to Treasure Hunting
Maja’s inner “finder” instinct evolved over time. One day, she made the bold decision to leave her job in psychiatric care to pursue her dream. Her journey began with clearing estates and sourcing secondhand pieces at markets—items that often held hidden potential. This meant she could usually only sell one of each item, which pushed her creativity even further.
That’s when Maja started thinking differently: how could she offer something original and one-of-a-kind—yet scalable?
After countless conversations with other entrepreneurs, she stumbled across an idea: cork boards. A fellow entrepreneur had spent four years trying to market cork sheets to businesses with little success. But Maja saw a completely different potential. Instead of selling them as office supplies, she envisioned cork boards as stylish interior elements. Despite initial skepticism, she was given a chance to prove herself—and the four trial boards quickly turned into much more.
"Thanks to the platform I had built around my vintage business—my website and social media—I was able to test whether the cork boards could gain traction. They did. With no branding, purely on originality, the market responded positively to something new and different," Maja Wistisen, Viamaja.
Everything in One Place
Since then, the range at Viamaja has grown significantly, now including everything from elegant furniture and lighting to smart plant boxes. And it doesn’t stop there—you’ll also find a carefully curated collection of clothing, jewelry, and accessories that add the perfect finishing touch.
Having experienced the frustration of shopping across multiple platforms herself, Maja wanted to create something better. That’s why she built Viamaja as a one-stop shop—making it easy to find exactly what you’re looking for, all in one place.
Inclusion Meets Commitment
Inclusion and humanity are core values at Viamaja. When Maja first started the company, it wasn’t her plan to combine her years of experience working with people with her new business—but it unfolded naturally. Today, Viamaja is a space for everyone—an inclusive environment where people feel welcome.
Viamaja has built strong partnerships with Viborg Municipality and other local governments. The business has been successful in integrating employees from diverse backgrounds, including those with physical disabilities and autism. Maja has helped create stable jobs for many who previously struggled to find work. “We believe everyone has potential—sometimes all it takes is the right support and a little self-belief. That spirit is what drives us forward,” Maja Wistisen, Viamaja.
The Right Passion Turns Dreams into Reality
“It’s vital to stay true to yourself and truly believe in what you’re creating. That fire within you—that’s your energy source. It’s what keeps you going through setbacks and burns. It’s also what helps you rise again and again,” Maja Wistisen, Viamaja.
But passion alone isn’t enough. You also need to invest time in understanding your audience and build a solid plan. That’s how you turn dreams into reality.
“I’d rather keep my focus tight than spread myself too thin. You need to be an expert in exactly what you’re offering,” Maja Wistisen, Viamaja.
pensopay – A Reliable Partner Behind the Scenes
“Our previous provider was unreliable, especially when it came to support. Orders often failed—typically on weekends, when we’re busiest. But support wasn’t available until Monday, and we’d already lost customers by then.” Maja Wistisen, Viamaja.
It was clear they needed a more stable and dependable solution. Maja’s partner Søren had used pensopay in the past and had only positive experiences—he was confident it would be an upgrade.
“pensopay has allowed us to run 24/7 operations with peace of mind. We can focus on growing the business, knowing our payment system is in good hands. That level of reliability has been essential for us,” Maja Wistisen, Viamaja.
Thank you, Maja, for sharing your inspiring journey with us. We’re proud to call you and Viamaja our partner.
Wishing you the very best on the road ahead—we can’t wait to see what’s next.
Team pensopay
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