20 The social
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By Heini Santos Photos Tuuli Sundman
An enchanting blog Self-picked berries, harmonious landscapes, cozy restaurants, four seasons of fashion… Enchanting details from the Finnish lifestyle – just as the Finnish name of the blog suggests. uuli Sundman, 45, is one of Finland’s numerous lifestyle bloggers. She started her blog Lumo Lifestyle in 2008. About two years ago she noticed that its visitor statistics were climbing, which she attributes to her improved photography skills. She has not been trained in photography, yet her images alone are a reason to keep up with the blog. “It has been a learn as you go experience. When you take pictures for long enough, you start to understand camera settings and have a better understanding of visual composition,” she says. For Sundman, like most others, it all started low-key by keeping a log of her experiences and celebrating small details of everyday life. Today, her blog has been visited over 360,000 times, and the number continues to grow by 600–900 per
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day. “Lately the 5:2 diet has been among the most popular topics. Travel posts always attract readers, as well as provoking headlines,” she says. The Finnish blogosphere has exploded in recent years, and there is an unusually large number of food and lifestyle blogs. Sundman is happy to see that more mature bloggers have also entered the scene previously dominated by the 20-somethings’ fashion blogs. She agrees that it just may be the chance to share your thoughts with a self-defined level of anonymity that loosens up the otherwise modest and quiet Finns. Sundman writes in both Finnish and English – to maintain her language skills and to reach a wider audience. Her readers are located all over the world, although the majority of them come from Finland and North America.
lumolifestyle.blogspot.fi
Tuuli Sundman, 45, is one of the numerous lifestyle bloggers of Finland.