From the start, I’ve been driven by a desire to improve the world around me. My journey began as a designer and entrepreneur, creating products that bring a spark and playfulness to our daily lives. Over time, my focus shifted to empowering teams and fostering environments where people could thrive. This naturally evolved into coaching, I realised that true, lasting change happens one person at a time.
I’m passionate about connecting with new people and exploring fresh ideas, constantly learning about the richness of human experience and psychology (especially the positive kind, which focuses on what's good and strong in us) and through all this also develop a deeper self-awareness. I’m honored each time a client trusts me to be part of their growth journey.
I’d love to be your partner on your journey, helping you unlock your potential and create meaningful change.
My values
As a person, you'll find me easygoing, open, and non-judgmental. Personal experiences, including burnout and navigating years of therapy to overcome depression, have made me ask more questions and seek to understand while holding fewer and fewer opinions about how things or people should or shouldn't be.
I love animals, quirky humour, meaningful conversations, and authentic people who simply are who they are—so I can also be who I am. In my free time, I enjoy spending time in nature sailing or hiking, traveling, reading, cooking, practicing mindfulness, spending time with family and friends, and visiting art exhibitions, concerts, theatre, and cinema.
Above all, I consider learning my greatest hobby—the sheer joy of discovering something new, trying something I've never done before, or mastering a new skill. Not because I have to, but because it energizes me, brings joy, and widens my horizons.
My CliftonStrengths
Experience, education & media
Design
I started my studies in the Estonian Academy of Arts in scenography in 2007. During my exchange studies in Germany I became more and more interested in product design and gradually transitioned to the field. After graduating we founded a small design studio together with two other Art Academy design graduates, tackling projects from sports gear to household objects and experimental design (grown objects) to prototyping services and running workshops. Simultaneously I was doing freelance graphic design projects from print to branding. Within a few years we took part in several local design competitions until one of the competition entries - an interactive poster concept - started to live a life of its own and turned into a separate brand called Bold Tuesday. That's where my proper entrepreneurship journey began. Today I still hold a semi-active role in our design and development process and the team follows a methodical approach through design sprints.
2012-2014 Founder & designer, Haruharu
2011-2014 Freelance graphic designer
2009-2010 Exchange studies at HfG Karlsruhe, Germany
2007-2011 Estonian Academy of Arts
Entrepreneurship
After running the design and prototyping studio for a couple of years and having experienced the first successes with resellers for our interactive travel posters, in 2014 we decided to make a pivot, become a product company and launched Bold Tuesday brand. We entered a year long Enterprise Estonia (EAS) business mentorship program for promising new ventures which transformed our skills and knowledge in all relevant areas from sales and marketing to team leading and finances. We started expanding the team and exporting, attended trade fairs in the US, Germany and UK, found our first international distributor and exported altogether to over 70 countries. As the next frontier we decided to look at Amazon, first taking an intensive training to understand the intricacies of the platform and along the way extending the product line from travel goals and dreams to the most general goalsetting topics of anyone's life. With that our vision board (which is actually also a coaching tool) product line was born and we decided to fully focus on Amazon.
2014-today Co-founder at Bold Tuesday
2014-2015 EAS Business mentorship program
2021 Podcast "Ekspordime"
2021 Podcast "Täitsa Pekkis"
2019 Export seminar “Born to Be Global”, Estonian Design Center
2018 Seminar “Small But Good Exporter”, Estonian Chamber of Commerce
2017 Podcast "Hakkame tegutsema"
2016 Seminar “Successful on the First Try”, Tallinn City Enterprise Centre
2015 Speech at Tallinn Entrepreneurship Day, Tallinn City Enterprise Centre
Team leading
I've always worked with small, flexible teams, embracing role fluidity, bootstrapping, and a "let's get things done" mentality. Leading such teams is both exciting and challenging, especially with creative minds (and I don't mean just designers) and diverse cultures onboard (my first hire was an American marketer). A pivotal moment in my leadership journey came in 2020 when I participated in a CliftonStrengths workshop, which shifted my approach to strengths-based leadership at Bold Tuesday—noticing and embracing each others differences and looking for ways to manage tasks also according to it where possible. After successfully launching on Amazon, I transitioned into a more consulting role and took on a new challenge—leading a UX team in a tech company. I built a strong design team almost from scratch, formalized design processes, supported the professional development of the team, as well as the company-wide design knowledge and cross-functional cooperation with designers. Together with Head of Engineering we were driving the company-wide initiative for adopting accessibility principles. All of these experiences offered amazing opportunities for growth and also highlighted that developing my team was what energized me the most, leading me to pivot from leadership to executive coaching. I believe there is nothing more beautiful or rewarding than to see someone start believing in themself the same way you have been believing in them from the start.
2014-today Co-founder at Bold Tuesday
2022-2023 Head of Design, Mooncascade
2012-2014 Co-founder & designer, Haruharu
Coaching
My first ever contact with coaching came in 2015 during the EAS Business mentorship program, where two of the several mentors were Estonian top coaches Kaidi Peets and Ruti Einpalu. After the end of the program we gathered around Kaidi with a small group of former mentees and continued to come together to discuss our business cases while also learning about the principles of co-vision and group coaching. Ever since, these ideas have always been with me while working with my teams and all of the fields mentioned above have fed into my current way of coaching one way or another. The final chapter towards becoming a certified executive coach began in February 2024 when I started my diploma studies in Estonian Business School (EBS) in partnership with Academy of Executive Coaching, UK (AoEC). The program emphasised experiential learning, where contact lessons, e-learning and individual reading was accompanied by a lot of hands on practice, resulting in the development and presentation of our individual coaching model. After graduating and having finished my first 100 hours of client work I successfully passed the Associate Certified Coach (ACC) certification exam and became a member of the International Coaching Federation (ICF). My aim is to continue on the neverending path of continuous professional development.
2024 Practitioner diploma in executive coaching, EBS & AoEC
2024 ACC certificate by ICF
