How is your ambition guiding you?

I have always been fascinated by why products, services or brands become valuable to people. I’m interested in how we form relationships with objects and what lies behind that connection. When I worked in the fashion world at Sfäär, I often noticed that price and quality were not necessarily linear or symmetrical. I became deeply curious about why someone would desire the expensive luxury brand when a better-made product of higher quality might exist at a more reasonable price. That curiosity naturally led me toward branding, design, and architecture - toward everything that surrounds us daily and often unnoticed.

Moving to Denmark created an entirely new environment for me. Strong design and a certain invisible quality is a part of everyday life here. Today, I find myself working at Ferm Living as a digital designer and photographer, while also supporting clients through my own company by developing creative strategies and shaping brand language. One day I would love to bring this experience together in a creative director role whether running my own agency or studio or contributing within a design firm.

I see myself as a global individual. Estonia will always be my home and deeply meaningful, but I am not afraid to travel. I believe it is incredibly important for young people to experience life abroad, it expands our perspective in ways nothing else can.

What has been your greatest challenge?

Perhaps the most difficult challenge on my journey was moving from Tallinn to Copenhagen. You begin from zero without a safety net, without friends or family around you. Everything needs to be built from the ground up. The advantage in growing up in a small nation is that people support one another and if you have the right skills and motivation, it is possible to move forward quite quickly. Relocating to Denmark required definitely more time and patience to reach a level that truly interested and resonated with me.

That experience taught me a great deal about patience. Not everything happens overnight but always trust that the decisions you make will eventually guide you toward your destination. A positive mindset has been essential in carrying me forward. When I have a dream, I don’t give up on it. I understand it takes time, stay clear on your vision and take action.

Living abroad also shifts your perspective. To locals, you are initially a stranger, and any support offered comes probably from goodwill or from a shared recognition of potential that you can help one another grow. It reinforces the idea that we must lift each other up. That is how the world stays dynamic and continues to move forward otherwise, we would all remain isolated within our own small circles. Denmark has also taught to approach unfamiliar people, to propose ideas, and to open doors I might not have dared to open before.

How much power do we have over our own life?

I feel that chance and the outcomes of our own intentional actions exist in equal measure. You cannot control fate, but you can create the conditions that allow you to be ready meaning being mature enough to find yourself in the right place at the right time. This is something I have always believed.

If I know there is something I want to achieve or somewhere I want to arrive, I have to prepare myself for it. That preparation only happens through personal growth and development, so when an opportunity finally presents itself, I know what to do with it. Sometimes those moments pass right by us, unnoticed, simply because we are not yet ready to accept or receive them. To me, shaping one’s life is a combination of these forces. In the end, you are the only person who can carve your own path. No one else will do it for you.