FROM DREAM TO REALITY: my brand journey

My journey from zero to international 

My journey from working alone in my bedroom to running a successful fashion brand with an international clientele has been nothing short of an emotional rollercoaster. Some days it seems like everything is falling apart, and the next, it's incredible how much progress has been made. It’s in those moments of doubt that success is often just around the corner. 

From sewing doll clothes to fashion shows 

My journey began long before Marimo. As a child, I watched my mother working as a tailor, and it sparked something in me. I started sewing for my sister’s dolls at just six years old, and by high school, I was making my own clothes. I dreamed of creating an international fashion brand, but when I applied to study fashion design, I wasn’t accepted.  

Instead of breaking my spirit the rejection fueled me. I enrolled in materials science and technology, where I learned the technical aspects of fashion. This knowledge has become invaluable—I now use it every day to advise my team as we create made-to-measure pieces for our clients. This experience taught me that, like many things in life and business, you might not see the full potential of something at first, but its value becomes clear over time.  

Overcoming self-doubt and financial challenges 

Starting Marimo in 2010 was terrifying, especially in the wake of the global financial crisis. There were times when I cried on my bedroom floor, wondering if it was all too much. During those early years, I did everything myself—sewing, meeting clients, organizing shows, handling marketing, and sales. I poured every cent I made back into the business. It was exhausting, and there were moments when I thought about quitting. But something kept pushing me forward and the dream only grew bigger within me.  

Love and mentorship 

One of the most personal parts of my journey was finding love along the way. Before officially starting my company, I asked for advice from friends who had business experience in other fields. I remember being nervous when I first met experienced entrepreneurs. But funny enough, I found love in one of them who became my mentor and later, husband and father of our three children. 

Raido connected me with key contacts, quickly expanding our team from one person to four. From working alone in my bedroom, I soon found myself leading a small team, launching our first ready-to-wear collection in 2011.

Pushing through setbacks 

One of the toughest moments in my journey came when I almost considered closing Marimo. In the beginning, Marimo had no boutique. I was selling through local shops and online, but I doubted our website’s potential for international success. I often feel that my mind works best in challenging situations and together with the team, we found a solution. Just months later, our spring 2014 collection was a breakthrough, attracting lines of customers. By December 2014, we opened Marimo Boutique in Tallinn Old Town, marking a personal and professional turning point. 

 Growing as a leader 

As the company grew, so did my responsibilities. Managing a team of nine and working with partners meant stepping into a new role as a leader. Over the years, I’ve had to let go of perfectionism and trust others to carry out my vision. It hasn’t always been easy— sometimes, despite finding seemingly perfect fits, people move on to pursue their dreams. While I encourage this, it's challenging as an entrepreneur to start over with new hires. 

Finding balance in motherhood and entrepreneurship 

When I became a mother, everything changed. Suddenly, it wasn’t just about me and my dream anymore—it was about balancing my passion for Marimo with the needs of my growing family. After the birth of our first child, I realized I couldn’t continue working 24/7. As I had less time, I began to delegate more and make quicker decisions. It wasn’t easy to step back, but it was necessary. 

Now, with three children, balancing work, family life and hobbies is key for me to staying on track. With each baby, my company has reached new heights. I’ve learned that taking breaks is just as important as pushing forward. It allows me to recharge and gain clarity. I’ve learned that growth isn’t just about working harder—it’s about working smarter.  

Going international 

When we secured an export grant in 2018 our goal was to expand through clothing fairs but then COVID hit. We were forced to shift our plans, but it also pushed us out of our comfort zone in the best way possible.  

With the pandemic’s challenges, we finally had the time to refine our social media strategies and launch our made-to-measure service online, which became a competitive edge in the luxury fashion market. Now I can say that COVID ultimately benefited us by allowing us to focus on our social media strategies, which we previously hadn't had time for. 

Embracing the future 

Through all the challenges, one thing remains constant: my love for what I do. Every time I wanted to give up, I reminded myself why I started Marimo in the first place—to create beautiful clothes that make women feel confident and beautiful. That passion is what keeps me going, even on the hardest days.

I encourage everyone with a dream to go for it. Just be ready to make an effort because doing something big is not an easy journey. If you’re afraid of not being ready, the truth is you will never be ready. Great things take time, and I’m grateful every day for the journey that got me here. Watch the story of how I started my brand on YouTube.