About Me

Behind the scene

I am Anneli and it is my true pleasure to have you visiting my online store. We might have already met me as I travel across Estonia with my Popup store to promote my work and designs. As we strive for transparency, this is an attempt to shed some light on some of the key questions people often asks me.

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Q&A

With Anneli

1. Where do you draw your inspiration from?

Inspiration just comes to me, It can be the way someone wears a piece. I also like to do online research using Pinterest, Instagram to find great inspiration. I own lots of vintage fashion magazines and I always find something that influences or appealing to me.

4. Which one is your favourite piece from your collection and why?

It is very difficult to choose a favourite, but I can definitely say "a feminine summer dress"

7. Top five criteria to look for in a linen dress?

Softness, quality double stitching, beautiful colour, satisfying and comfortable.

2. How would you describe your designs?

Quirky, comfortable and slow fashion.

5. When you are creating a piece or a collection, how does the process work?

Usually the fabric comes first and then the model. For model I go through my vintage magazine collection, do some online research. It can take hours or days before I put everything together and build a piece or collection.

8. If you weren't a designer, what would you be doing?

Something else beautiful.

10. Your favourite moment of the day?

Waking up in the morning when everything is still ahead.

3. How did you get into designing clothing?

At first, I wanted clothes that were comfortable, breathable, cool in summer and warm in winter. Very first time I sewed for my children and friends.

6. How sustainable is your brand?

Small but persistent.

9. Do you have walk-in store?

No, but In summer I do PopUp stores and travel across Estonia to attend handicraft fairs. Also in Summer if you come to Saaremaa, Estonia I do open walking store. More information you can find on my Facebook/Instagram page.

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