The story of our brand has been in the making for over three years. We, alongside with our business, have changed so much since starting out, and we thought it's about time we shared our journey (more specifically - our sustainability journey). Since we are a small team of 3 people, this story is a rather personal one, but our personal experiences have greatly shaped our business and we hope that sharing this blog post will help to connect to our customers on a deeper level too.
It all started back in 2014, when I and my partner spent 8 months in Spain doing voluntary work. We lived with a different family each month, all of whom lived in the countryside all across Spain. We fell in love with remote, off-grid living, and we thoroughly enjoyed everything that living in beautiful nature had to offer. When it was time to return to Estonia, we knew that we would want to settle down in the countryside too, so we moved to my family's farmhouse that is located next to the amazing Soomaa National Park in Estonia. We were thrilled - we were renovating a 100 years old farmhouse, we grew lots and lots of food, we planted trees, we spent time in the forest hiking and picking berries/mushrooms, we observed the changing of the seasons, the list goes on... We were living a beautiful life. The first year was full of new experiences, and that kind of lifestyle sparked creativity in us, a different kind of creativity. An itch to do something ourselves; it was something we hadn't really felt before. So the decision was made, we wrote a business plan and started working on our own little dream project. As far as sustainability in business goes, we have always been conscious about our decisions, for example, we've never used plastic in our packaging, we only chose to work with linen fabric, and we kept all fabric scraps for future ideas. We were taken by the beauty around us, and we wanted to be kind to nature from the get-go, but the desire to really do something about environmental issues didn't come until we had been working and living in the countryside for a while.
As time went on and we were starting our second year in the countryside, we were becoming more knowledgeable about country living and everything that surrounded us. We then started to notice things that didn't feel right. The first thing was probably the fact that there were only very few bees and wasps flying around on our land in the summer, whereas previously (we had spent several summers on the farm before moving there), there were loads. So many that it was sometimes impossible to have meals outside as the wasps wanted their share. We had also noticed some heavy spraying in the wheat fields that are located very close to our home. At one point, we found a lot of dead moles on the ground with no visible injuries, both on our land and on the village roads. As we started to venture further, to explore the nearby forests, we found bags and bags full of trash that had been dumped on the ground in beautiful, peaceful forests. We were disturbed by constantly hearing the hunters' gunshots from our terrace. And three years in, one of our absolute favourite forests where we went to pick blueberries each year was completely destroyed. These are just some of the examples of things that have an impact on your being when you become close to nature. Thankfully, there were, and still are, far more beautiful moments in the countryside, but from this point on it was impossible to ignore the problems. It became very clear that human behaviour has a massive impact on the environment, and from this knowledge, a passion for protecting the Earth was born.
As we've been growing and learning, we've done our best to make our business as sustainable as possible. It has been a long and windy road, there are always difficult decisions to be made, several different aspects to consider and sometimes it does seem that there is no correct way to do some things. We are very happy to say that all of the items that we make are made only from natural materials, everything is cruelty-free and vegan, and we always make an effort to avoid unnecessary waste. We have developed several products that can be used in place of some of the items that are made from synthetic, harmful fabrics. In recent months, we have devoted our time to making more zero-waste items and we feel like that this is where our passion truly lies.
At the moment, all of our products are still made in Estonia, at our little farmhouse, by my mother. I currently live in Edinburgh, and we have started working here from the beginning. We'll continue to change and strive for the better, and we are excited to be working with a completely new market here.
In the next post, I am going to share about our current sustainable practices, some of the challenges that we have faced, and our dreams for the future.
I hope that it was interesting to read a little background information about our brand. Thank you for being a part of our journey!
A little photo gallery of fantastic times in Estonia: