As a brand and purchasing manager of Estonia’s largest jewelry retail chain, I merged design expertise, brand strategy, retail and market innovation to curate collections that shaped the local jewelry landscape. I am deeply grateful for the trust of Goldtime, with whom I co-created unforgettable events, launches, and projects that continue to inspire me.
My journey began in the IT sector, expanded through my own wholesale company, and evolved into senior leadership roles within the jewelry business. Today, I bring together my multifaceted experience to craft strategies that radiate clarity, positive energy, and inspiration for those ready to shine.
My passion is to inspire, create and grow brands that unite beauty, clarity, and impact. Collaboration is at the heart of everything I do, as I believe the most remarkable results come from working side by side with partners. Over the years, I have led more than 35 store openings, executed over 65 campaigns, events and collaborations that have brought the world of jewelry closer to people, turning moments into memories and collections into stories.
I am recognized for my positive energy, dedication, and ability to transform vision into reality. For me, brilliance is never accidental – it is the inspired outcome of strategy, creativity and intention. I believe every person or brand has the power to shine, and my mission is to help unlock that brilliance.
Founder of my first company Stele OÜ, I curate silver and gold jewelry in Estonia and create experiences that inspire a deeper appreciation for the art and beauty of fine jewelry.
As Purchasing Manager, I directed collections for 29 stores, built international partnerships, and launched jewellery brands that boosted sales and elevated whole company prestige.
DIAMOND GRADER from GIA Gemological Institute of America!
I graduated GIA Diamond Essentials, Diamonds and Diamond Grading cource and Diamond lab in London.
As Sales Manager at JUVEEL OÜ, I led wholesale and four retail stores, boosting sales by 60% in one year through strategic assortment growth and international partnerships
I completed my Master in Business (MBA) in International Business at TalTech, which provided me with a strong foundation in strategic thinking, leadership skills, and a deep understanding of how global business operates.
Launching my own agency to inspire and help jewelry and creative brands grow through strategic consulting, marketing, and brand development.
My mission is to support jewelry brands and creative businesses in building strategic clarity, aesthetic excellence, and meaningful impact.
I help brands grow — not just to be seen, but to be felt.
Through personal mentoring, creative strategy, and energetically aligned collaboration, I craft solutions that resonate with both the heart and the market.
Every part of my work is created to bring more brilliance — into your brand, your clients’ lives, and the world of jewelry.
I believe in a world where jewelry is not just about beauty — it carries meaning, evokes emotion, and opens the door to growth.
My vision is to support jewelry brands and designers in fully discovering and developing their potential — so that every brand becomes professionally led, distinctive, sustainable, and successful.
Through experience, strategy, and sincere collaboration, I help create value that doesn’t just leave a mark — it endures. And when needed, it rises again with renewed clarity and strength, like a phoenix from the ashes.
So that every piece of jewelry and every brand or organization can be a source of meaning — for the wearer, the creator, and the world.
