Language opens all doors – even for those who want to start their own business

The first time Sandra Rusinova visited Åland, it was summer and vacation time. She enjoyed it so much that she returned a year later to do seasonal work, but was instead offered a permanent position as a cleaner at the Åland Sports Centre. With a young son approaching school age, it was a decision that required careful consideration.

– My husband and I had to think about what we wanted to do in the future – stay in Åland or go back to Latvia?

They decided to stay. Today, the whole family, with three children, lives in their own house in Godby.

The language opened doors

During her first three years in Åland, Sandra got by with English, but eventually English was no longer enough. It was difficult to become part of new communities when others talked about things she didn't understand or asked questions she couldn't answer.

– At first I was so content! I enjoyed my job and everything felt good, but without Swedish I started to feel uncomfortable.

This led her to study Swedish for immigrants through Medis, where she quickly progressed through levels A1 to B1. To further develop the language, she sought out more opportunities. Through AMS, she was able to take courses in customer service and marketing, and finally a three-month course in business operations at Åland's vocational school. It became a turning point.

– After that course, I realised that this is what I wanted to do in the future.

Studying in Swedish

For Sandra, the next step was the University of Applied Sciences in Åland and the business administration programme – an opportunity to both change careers and continue developing her Swedish. It was not an obvious decision. Studying in a language you learned as an adult is one thing; doing so at university level is another. But motivation ultimately prevailed.

– It was incredibly tough during my studies. There were moments when I thought: no, I can't do this, I can't manage. But I didn't give up – I had made up my mind.

The teachers at the university were, according to Sandra, understanding towards students who did not have Swedish as their mother tongue. That helped, and as her knowledge grew, so did her confidence.

Found her own niche

Initially, Sandra had no plans to start her own business, but during her university internship at the Åland Business Bureau – where she also worked part-time during her studies – she realised it would be possible to work in accounting independently. 

– In my thesis, I investigated whether there was room for more accounting firms in Åland, and it turned out there was great demand among immigrants from Latvia.

Today, Sandra has clients among both Åland locals and other newcomers, and the business is growing at a steady pace.

– I have never marketed myself – it all works by word of mouth.

Medis, AMS, the university, and Åland's business community – which offers both an entrepreneurship school and free advisory services for those who want to start their own business – have all been there along the way.

– I have felt welcome everywhere – at work, on all the courses, and at the university.

Nothing is impossible

Working alone from home suits Sandra well, but she also works part-time at another workplace. While the accounting work requires concentration and quiet, the other job provides the social connections that can easily disappear when you are self-employed.

To others who are considering moving to Åland and starting their own business, Sandra highlights two things. One is to learn Swedish.

– Language opens all doors, I believe.

The other is to actively get to know Åland. Especially in the beginning, Sandra would take her family out and travel around to discover events, activities, and sights. When you know the place you live in, it is easier to become part of the community.

– You cannot wait for someone to come and invite you in – you have to take the initiative yourself. And don't give up when things get tough; nothing is impossible!