My Portfolio
Discover the Art and Expertise Behind My Jewellery Portfolio.
Welcome to my portfolio, showcasing my expertise as a jewellery consultant. Here, you’ll find examples of how I help brands and clients achieve excellence, from strategic guidance to elevating design, marketing, and market positioning in the jewellery world. I am deeply grateful to Goldtime, who has trusted me throughout the years — together we have created unforgettable events, launches, and hundreds of inspiring projects that shaped the jewelry landscape. These collaborations continue to fuel my passion for bringing strategy, beauty, and meaning into everything I do.
Brand Launches & Market Introductions
Orchestrated numerous brand launches and exclusive collaborations, from concept to execution together with different partners. Developed and introduced several in-house jewelry brands that have become part of Estonia’s jewelry landscape, including diamond and fashion collections for women, men, and children, each carrying strong storytelling and meaningful value. Supported Estonian designers by giving them a platform in leading retail spaces, creating visibility and new target audiences. With deep experience in brand strategy and purchasing, I can build a brand from scratch to a full-scale launch event – whether in fashion, diamonds, or fine jewelry – or help an existing brand enter the market and grow into success by ensuring the product assortment resonates with the right target group and delivers sustainable business value.
Events, Campaigns & Marketing Projects
Executed over 40 campaigns and PR initiatives in close collaboration with dedicated teams, combining creativity with commercial focus. These have included large-scale seasonal campaigns, press collaborations, and unforgettable events that increased visibility and sales. Highlights range from brand entering events and new collection launches to diamond and pearl showcases, men’s jewelry presentations, children’s collections, and anniversary celebrations. I have also been actively involved in image campaigns, video productions, and photoshoots, ensuring strong visual storytelling. Working within a team has always brought added value, as I thrive in collaboration that amplifies creativity and delivers results beyond expectations.
Store Openings & Retail Experiences
Oversaw more than 35 store openings and remodel projects in Estonia and abroad together with a strong team. Developed luxury flagship stores, concept stores, monobrand stores, and island concepts, shaping retail environments that combine aesthetics with commercial success. The process covered everything from store design and floorplans to visual merchandising, assortment strategy, customer journey mapping, and opening events. Drawing on my extensive experience as a purchasing manager, I ensured that the right product mix created clear business value alongside a luxury customer experience. Each project has been a true collaboration — teamwork that transforms ideas into reality and makes every dream come true.
Trainings, hosting & Speaking Engagements
Led inspiration, fashion, branded and classical jewelry and gemstone trainings for sales teams across Estonia and Latvia, covering product knowledge, luxury sales psychology, and trend insights. Contributed to the Estonian Academy of Arts as a guest lecturer, inspiring future designers and industry professionals. Extended thought leadership through podcast interviews, radio, TV appearances, and published articles in leading lifestyle, beauty, and business media. Actively participated in speaking panels at industry events, sharing expertise on diamonds, trends, and the future of the jewelry sector, while also hosting exclusive brand events and jewelry showcases that created memorable experiences for both clients and partners.
International Projects & Trade Fairs
Over the years, I have participated in numerous international jewelry fairs, gaining insights into global design, innovation, and market dynamics. My journey has taken me to industry-leading events such as Vicenzaoro in Italy, Inhorgenta in Germany, and the Hong Kong Jewellery & Gem Fair, as well as professional gatherings in Moscow, St. Petersburg, Poland, Singapore, Turkey, Sweden, England, France, Spain and Finland. These experiences have allowed me to build strong partnerships, scout emerging trends, and bring international perspectives into the local jewelry landscape. Through my experience in event management, I have numerous ideas on how trade fairs could be made more meaningful – both for visitors and for businesses. From the way content is presented, to merchandising, to the launch of new projects, there are many opportunities to turn fairs into experiences that inspire and deliver lasting impact.
