The investment gives you a stamp of approval. If you start a business with your own money, even if you're going well, people say no-one else has looked at you and said it's a good idea," says Mrs. Puukko.
The couple has gathered wallpaper designs from roughly 300 artists, "everything from tattooists, surf ware designers, photographers, fine artists," says Mrs. Puukko, and will focus initially on the UK market.
She says wallpaper still largely uses Victorian printing techniques, and digital printing in the sector has not yet been explored. "We're going back to William Morris," she says.