TOOL Deepdive: Purewave´s Sølvi Hjelmeland

We’re diving in with Global 500 List founder Sølvi Hjelmeland of Purewave! Learn about how clean chemicals are essential for ocean health - how Purewave makes a difference - and which fellow changemakers who´s paid it forward and supported her journey so far.

Check out which type of industry actors and talents Sølvi´s team are looking to team up with for the next part of their clean voyage - perhaps you represent her next customer, or know the next perfect match for Purewave to scale?

Who is Sølvi?

Serial entrepreneur with background from media and telecom, who has developed a 100% eco & ocean life friendly pipe cleaning solution for maritime, with zero harmful components.

The Purpose DeepDive

❓What’s the most exciting opportunity space for innovators and talents committed to bring global impact supporting ocean health & ecosystems onwards, and what’s unique about your solution?

Sølvi: I believe that after many years of ignoring the environment and sustainability, things are finally starting to change. Maritime companies are now not only talking about sustainability, but taking real action. This opens up opportunities for companies that can offer environmentally friendly solutions.

At Purewave, we are the first to offer a range of purely environmentally friendly chemicals for the marine market. We will not market a product unless it can achieve the Nordic Swan Ecolabel.

❓What initiated your personal commitment and journey working within this field, and what’s been the biggest challenges, surprises and achievements over the years?

Sølvi: I learned that uric scale in vacuum toilet pipes was a challenge for many vessel owners, and that the current solutions used phosphoric acid or sulphamic acid, both harmful to marine life. Once I was able to make a solution based on citric acid, I saw that this was not only biodegradable, but was even more efficient that existing solutions.

Not really to my surprise, but what I have seen lately is that once there is a product that is not harmful to the environment and is as effective or even better than the existing solutions, everybody wants to change to the eco-friendly alternative.

❓What’s your vision and commitment for the future, which footprint do you seek to leave behind?

Sølvi: I believe that a sustainable planet starts with each and every one of us. It is the sum of our individual contributions that together give us a greener earth. I want Purewave’s contribution to be eco-friendly chemicals that do not harm marine life.

I am from Stryn on the northwest coast of Norway, growing up with fjords just outside our doorstep. I care for these fjords and the life within them. If I can influence the maritime industry to become more sustainable, I have contributed in the right direction.

❓Why should other environmentally focused talents get onboard and enter the world of ocean life friendly chemicals & products?

Sølvi: We all need to do our part if we want to have a sustainable planet. If you care about clean oceans with healthy living ecosystems, there are business & career opportunities in replacing toxic products with non-harmful alternatives.

❓Which supporters have paid it forward from the earlier days, enabling you to get to where you are today? Which customers and partners helped open the first doors for you?

Sølvi: As an entrepreneur I am dependent on those critical first customers and partners, who dares to take a chance on me and my company and test our solution on their vessels. Torghatten Ferries, Brim Explorer, Color Line, The Fjords and Roberto Giorgi of Fraser Yachts represent instrumental early frontrunners supporting & enabling us. It´s essential to have a close industry interaction, to collaborate, test and document that our products are as good as - or even better than - competing and toxic solutions.

«We clearly saw that Purewave Pipe Cleaner had removed all the uric scale from the pipes here on the ferry.»
Gunnar Martinsen, Chief Engineer MF Haram

The Journey Ahead

❓Can you share the ideal type of partners, customers and segments you’re seeking to team up with for the next stage of scaling - resources for growth?

Sølvi: What we are seeking are partners who shares our values and vision. We want to work with companies who care for the environment.

We are still keen to team up with more pilot customers, in Norway/Nordics, as well as other regions facing stricter environmental regulations - EU, US and Canada. Key segments for us are cruise, ferries and vessels that have larger groups of people onboard.

The Green & Inclusive Shift

❓In the TOOL community, we consider diversity a key driver for building the robust and competitive companies of tomorrow. Can you share some practical insights into how Purewave bring women and diversity into your growth journey?

Sølvi: Being a woman myself, I am of course a strong advocate for female entrepreneurship, and have also hired a male CEO to ensure diversity. We are committed to fuel value creating cooperation with other female entrepreneurs, while also inspiring girls and women to join our industry!

❓And finally - paying it forward - which founder should be our next DeepDive, Sølvi?

Sølvi: I´d love to hear the exciting story and journey of Kristin Omholt-Jensen - the founder of Maritime Optima! Thank you for matching the two of us!

💙 🐟

About Purewave

At PUREWAVE we believe that a sustainable planet starts with each and every one of us. It is the sum of our individual contributions that together give us a greener earth.

Purewave’s contribution is eco-friendly chemicals that do not harm marine life. All our products are biodegradable and meet strict requirements for environmental labelling.