RECAP OF 2024, PLANS FOR 2025

2024 turned out very differently from what I had planned and expected, proving once again that as an entrepreneur, you are constantly pushed out of your comfort zone. Last year demanded a lot of hard work and self-assertion. While there were positive moments and new opportunities unfolding, there were also many challenging situations across different areas, but mostly with the changes in our team.

Year 2024 brought some really good things - it started peacefully, with time spent sketching a new collection and taking long walks in a beautiful snowfall. It also brought an invitation to my first international appearance, together with our team member Kadi-Ann, in Latvia at the Novatore Impact Summit, where we led a sustainable fashion masterclass. After writing a new project, we received good news in the summer that we received another development grant from Enterprise Estonia, and I was honored to be chosen as one of three women, alongside fellow entrepreneurs Eva Pedjak and Leida Kikka, to participate in the documentary series “They Changed Estonia” , which aired on Estonian National Television in November.

A special evening in Vienna: Mariko’s 40th birthday

The year began with a very special invitation to celebrate our lovely customer Mariko’s birthday in November. It was a very special evening in Vienna, and over the year, we met twice before - once in Vienna during the summer and again in Tallinn in October - to prepare a truly special evening gown for the event. I’m incredibly grateful that Mariko trusted me with creating her outfits for such an important occasion.

Meeting her first through our Instagram channel, I never imagined this connection would grow into such an amazing relationship. She has trusted me as a designer for years now, and this has become so much more than a customer relationship. We have so much in common - both having big families and sharing the same values. Watching her shine as a talented violinist in her element on stage and being part of her beautiful birthday celebration made the experience truly unforgettable.

Visits from international customers

Year by year, more and more international customers travel to Estonia solely because of Marimo. I find it truly heartwarming to reach this milestone. Estonia is such a small country and many people know little about it, so it’s a remarkable achievement to have put Estonia on the world map with Marimo. It’s incredible that our wonderful clients from across the globe want to visit us, meet me and my team, and see where the pieces they love are created.

Of course, we always make the most of these visits - hosting fittings or trying on garments they’ve previously only seen on our website. Last year, we were delighted to welcome customers from Cyprus and Vienna. It’s so touching to hear that both of them discovered us through detailed research into sustainable and made-to-measure brands. I’m glad to see that these women appreciate what we focus on: high-quality garments that last for years, made in ethical conditions by people who are paid fair wages. It’s an honor that they visit Estonia because of Marimo, and our loyal Estonian customers have even suggested we should receive the Estonian tourism promoter award for this! :)

Changes in our team

In last year’s New Year’s Eve post I wrote that I hoped 2024 would bring great milestones and that the systems we initiated in 2023 would operate seamlessly. There were great milestones, but there were also significant changes in our team, which gave us the opportunity to test those systems. I can’t say everything worked seamlessly, because while you can make plans, life sometimes takes unexpected turns, and I found myself in quite a few challenging situations last year.

We hadn’t planned for such major team changes, but at the beginning of the year, one of our team members shared the wonderful news that she was pregnant. This meant we had to hire two new people in the spring, even though we had originally planned to hire only one. It resulted in a lot more work for both me and my executive assistant to help new team members settle in. The summer brought new challenges as we parted ways with one of our long-term employees, which required us to take over all her responsibilities. The end of summer and the beginning of autumn were particularly tough for both me and our new team, but we pulled through, and fortunately, everything turned out well in the end.

In early autumn, we welcomed a new tailor to the team, but unfortunately, one of our constructors faced health issues and has been on sick leave since. As I mentioned earlier, being an entrepreneur means that you’re constantly being pushed out of your comfort zone. You have to find solutions to every situation, ensuring things work smoothly even when nothing around you feels smooth.

Stepping into the spotlight

I've done photo and video shoots for Marimo social media channels and Youtube videos for years now, but as long as I can remember, I never loved being in front of the camera, yet I agreed to be the face of our fall collection - a big shift from my usual role behind the scenes. I’ve always preferred directing the models and styling the clothes, but during the years we’ve realized how important it is to show the person behind the brand. With the support of an amazing team, I felt confident and comfortable during the shoot and I’ve received so much positive feedback about these photos that we’ve decided to continue with me as a campaign model for the next collections as well.

Marimo Boutique turned 10

Running is what keeps me going

Many of you have asked me throughout the year how I manage it all - being an entrepreneur with an international brand while raising three young children. Over the years, I’ve developed my own system to stay balanced. In today’s fast-paced world, taking care of our mental health is becoming more and more important. For me, the best way to do that has always been my running routine. I go for a morning run four times a week, followed by strength training and personal Pilates sessions once a week. Running helps me release stress, think through situations I need to solve, and stay focused. I also love setting goals for my running, as it keeps me motivated and engaged with my hobby. My biggest achievement last year was achieving a new personal best in the half marathon. This was a huge milestone for me, because for the first time in a while, I could train consistently (no pregnancy to work around this time!). I felt stronger and more capable throughout the race, and I was really in tune with my body. It’s amazing to see how all the hard work, sweat, and dedication paid off. Running this half marathon felt so much smoother than any of my previous ones, and it was such an empowering experience.

PLANS FOR 2025

I see so many good things happening in 2025, and the most important task this year is to stick to the plan we have created. I don't want to share too much though because plans have a habit of changing, but in December, opportunities for the dreams and plans that I've had for this year, already started to unfold.

We are planning a pop-up boutique event in Vienna in October 2025. Let’s see how everything goes, but I feel confident that I have so many good people around me now to make this happen. We've also already booked visits from some international customers to Estonia and I'm very excited to meet these women with whom we've connected online, in person. We will also visit some fabric fairs and start creating Marimo’s trench coat. Stay tuned! 😉

Currently, I’m working on a new collection and we are more focused on sustainability than ever. Last year, we had many customers who wanted to adjust pieces we had made for them years ago. I always encourage this because we change over time - our bodies can change, or sometimes our style evolves. With a few adjustments, something that might otherwise stay in the closet can become wearable again. The most remarkable example is a beautiful yellow evening gown we created for the Estonian Presidential Reception a few years ago. After making some adjustments, it was worn again at a concert on January 1st. It’s a great reminder that evening gowns are not meant to stay in the closet after being worn just once.

Sending you warm wishes and wishing you a beautiful and stress-free 2025! ♥️