From Behind-the-Scenes Struggles to Front-Stage Success: The Story of an Epic Commercial Collaboration in Human Connection

When I first started Tjena | Professional Wing People, I was just one person with a big idea—no budget, no team of twenty behind me.

I wanted to help people connect more meaningfully at events, so I came up with the concept of “Wing People”: professionals who would walk the floor, introduce attendees to each other, and turn awkward coffee breaks into real moments of human connection.

It was innovative, sure, but going solo meant I had to do everything: sales, marketing, delivery, bookkeeping—you name it.

Back then, it was easy to feel invisible. You show up online, share what you do, but can’t help wondering if anyone’s actually paying attention.

Turns out, people were.

Miguel Neves, the Editor-in-Chief at Skift Meetings, put out a call on LinkedIn asking for experts on better networking experiences.

I didn’t even know about it until two big names in the event world— Claus Raasted and Liz Lathan, CMP—tagged me in the comments. They said my name, out loud, in a public forum brimming with influential folks. That small act was like someone pushing open a door I’d been trying to crack for months.

That tag led Miguel to reach out. Soon after, a Skift Meetings reporter interviewed me about my work. My answers ended up in a 29-page white paper, and I only got a brief mention—but it was enough. Because guess who read it? Paula, from Reuters Events. She reached out, interested in Tjena’s services. In no time, that tiny blurb turned into a commercial collaboration with a major industry player. It felt like a domino effect: one recommendation sparked a connection, which sparked an opportunity, which opened an entirely new chapter for my business.

Just recently, I even got the chance to thank Miguel in person at Cvent Connect in London. We didn’t snap a selfie (I know, missed opportunity!), but meeting him face-to-face and expressing my gratitude felt like coming full circle. After all, Tjena is about making real human connections, and this was a perfect reminder that it’s not just a service I provide—it’s something I experience, too.

On the surface, it sounds like a neat success story: a scrappy entrepreneur catches a lucky break and levels up. But what people don’t see is what was happening behind the scenes during that exact same period. Between December and April, I had stepped away from my life in Sweden to be with my mom back home.

She was an entrepreneur too—my rock, my biggest champion. When she became terminally ill, I knew I had to be there for her. I left behind my routines, my family in Sweden, and my business momentum. We spent those final months talking, laughing, and crying. It was as heartbreaking as it was beautiful.

On April 17th, the day of my first keynote at Women in Tech Sweden, I came off the stage feeling a strange mix of adrenaline and dread. My aunt called to say my mom had been rushed to the hospital. I was supposed to lead a workshop in under an hour. I asked what I should do.

My aunt said simply, “Go present. Your mom would want that.”

“Go present. Your mom would want that.”

So I did. Even though my heart was breaking, I stood in front of a room full of people, talking about how to become Wing People—connecting others, helping them find common ground, bridging the gaps between strangers. You never would’ve guessed what I was feeling underneath the professional exterior. Years in events had taught me how to look calm on top, even if I was paddling like hell under the surface.

It’s funny looking back. During my keynote, I actually forgot a whole section of what I’d planned to say.

No one noticed, but I did.

The part I left out was where I’d intended to give a playful dig at a certain corporate environment for stifling my ideas. Maybe that was my mom’s quiet influence in that moment—reminding me to be diplomatic.

As it turned out, the head of employer branding for that exact company was in the audience, and later messaged me, “I loved your talk.”

Thanks, Mom.

After the workshop, I managed to FaceTime my mom from backstage.

My best friends were by my side, holding me up as I said my final goodbye (thank you, you know who you are).

That was the last time I saw her alive.

She passed away that same day.

But before it happened, she made it clear I shouldn’t feel guilty if I missed her final moments. She understood how much this keynote mattered, how much Tjena mattered, and she wanted me to keep going, even when the unimaginable happened.

Losing her forced me to find my footing again—not just in business, but in life.

If I’d had a regular 9-to-5 job, would I have been able to spend those last few months by her side? Probably not.

Being an entrepreneur isn’t always glamorous—it’s stressful and uncertain—but it allowed me the “luxury” of being exactly where I needed to be.

I’m grateful I had that freedom.

Grief hits like a Mack truck, and building a business alone can be brutal.

But knowing that industry titans had spoken my name, that a short mention in a white paper led to a collaboration with Reuters Events—those moments gave me the confidence to carry on.

This is the real story. I started Tjena from scratch, and it hasn’t been easy.

But those small nudges—from people like Claus, who championed me before we even knew we’d work together, and others who believed in the vision—created a butterfly effect that changed everything. They helped me bounce back when I felt like everything was unraveling.

Now, as I look ahead, I’m more excited and purposeful than ever. Claus, who first said my name in that LinkedIn thread, is now more than a supporter—he’s a collaborator...a Maverick to be precise.

We’re joining forces to grow Tjena, bringing on other Wing People who share our belief in the power of real human connection.

We’re building an agency that will help events around the world ensure no one stands awkwardly by the coffee station without someone to talk to.

It’s not just about scaling a business. It’s about proving that good ideas, backed by genuine relationships, can spark movements that change how we connect.

My mother’s unwavering support, the quiet championing from people like Claus, being surrounded by supporters saying my name when I'm not in the room, and the new commercial collaborations (or what I call cocos)—this whole journey has been messy, heart-wrenching, and at times exhilarating.

But now, I’m ready to move forward with a community that believes in the same vision: a world where connecting people for the greater good is more than a catchy phrase—it’s a reality we create together.

Thank you to everyone who has been a part of this so far and thank you to everyone who will be part of this as we grow!

Happy connecting

Shaena

P.S. I can’t close this story without acknowledging the thread of gratitude that runs through it all. That’s something my mom instilled in me from an early age: to appreciate people, the moments we share, and the support we receive—no matter how big or small. It’s why I celebrate those who helped spark Tjena’s journey, and why I value the connections that continue to guide me forward. In honouring her, I honour all of us who believe in lifting each other up.

And finally—my mom. I will always be her Wing Woman.
If you've followed the story of her campaign before she passed, please take a moment to watch this. If you're able to donate—or know someone who might be—every bit helps. And if nothing else, please share it. 💛 I would love to help her hit that goal so these kids can have their wishes granted.

You can watch it on your favourite platform here:
📺 YouTube: https://www.youtube.com/shorts/_TNxNYeaeYI
📸 Instagram: https://www.instagram.com/p/DJVz7nTS1OJ/
🎵 TikTok: https://www.tiktok.com/@tjena.wing.people/video/7501561844780387606

Donate or learn more here:
🌟 Michelle Living Memorial: Making Dreams Come True

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