A-line short dress, black

We are a Finnish, family-owned business and something of a cult favourite among fashion insiders — proudly female-led and independent since 2008. Our shop is based in Helsinki, and no, we are not part of a chain.

With three brick & mortar shops, My o My finally has an online boutique, too. It took us a while — but all good things are worth waiting for. Read more about us and our story here.

Most of the My o My products come from Europe: Finland, Denmark, Sweden, France, Italy, and the UK, with some special finds from the US.

Behind the My o My's eclection selection is someone with an unusual taste and impeccable eye for colours, so you never can be quite sure! The focus is finding unique, useful, yet beautiful pieces that are thoughtful, well-made and lasting, and thus make the world a little bit better place.

Yes — often you can!

But remember: Finders keepers, losers weepers! As a small business, we don’t keep huge stock, so sometimes items do sell out — and once they’re gone, they might stay gone.

That said, we’re pretty agile, a perk of being a small bussness. If the item’s still in production, we can often restock, or find an alternative, when there's a genuine need. Just drop us a message at customercare@myomy.fi and we’ll check for you.

Orders within Finland usually arrive in 2–4 business days. EU deliveries typically take 4–8 business days, depending on your location.

Please note that during peak times (like Christmas), delivery may take a bit longer! We thank you for your patience.

But if nothing's happening after 4 weekdays (homeland deliveries) or 8 weekdays (outside of Finland), contact us at customer care.

We ship from Finland to all EU countries. Sadly, we don’t currently ship outside the EU — but maybe one day!

So great that you asked! We’ll hold click & collect orders for 14 days from the day the ready for pick-up notification is sent. After that, we’ll assume the items have been abandoned unless we hear from you. Uncollected order does not count for a return.

The 14-day return period starts when you pick up your order from the store.

If you can’t collect you purchase in time, just message us — we’re happy to keep it safe if you are away or unwell. But please let us know!

We’re a small team with limited space. So please don’t select pick-up right before heading off on a month-long holiday. Or, if you do (who doesn't love vacations), send a friend, neighbour, sibling, parent or colleague to pick up your order — if you trust them and they have your name + order number, we trust them too.