As the Creative Director of KiRiVOO, I’m incredibly pleased to welcome you! My journey into sustainable fashion began in 2012 when the Earth Day was initiated. Having worked in fast fashion more than 10 years, I saw firsthand its impact on people and the planet. After moving to London and planning an exit from my previous retail company, I found myself asking: How can I help make fashion industry more sustainable for everyone?

This question led me to explore sustainable alternatives, from attending my first eco-friendly fabric fairs to collaborating with initiatives such as Couscious Fashion Campaign and UN after launching KiRiVOO. My perspective deepened when I faced personal health challenges, realising that sustainability isn’t just about the environment — it’s also about the materials we wear and their impact on our well-being.

Coming from an Estonian family that has always valued elegance and quality, I have a deep appreciation for timeless style and craftsmanship. As a mum of two, I also believe that for fashion to be truly sustainable, it must embrace circularity — reducing overconsumption and the constant demand for new clothing. That’s why I’m dedicated to creating beautifully designed, long-lasting pieces that make conscious living effortless, while minimising waste and allowing us to feel proud of our choices and their positive impact on the world.

- Founder, Ines

The name and pattern of KiRiVOO are deeply rooted in ethnic heritage.

To begin with, they are derived from the Estonian word KiRiVÖÖ, which refers to the patterned belt of the national costume. Estonia is home to over 200 unique antique belts, each with its own distinct and meaningful design. From carefully curated images of these traditional belts—particularly from Põlva and other counties—we have selected fragments that seamlessly blend with modern fashion and our brand’s aesthetics.

In addition, the shape of the KiRiVOO logo and pattern is inspired by the eagle, a native inhabitant of Estonia. The eagle symbolises strength for nature-loving people, power for monarchs, and a representation of enduring values for conservationists.

KiRiVOO jewellery isn't just an accessory. It's a family story, a legacy, a testament to the bond that weaves through generations. Each piece reflects the shared memories, inspirations, and values that define our family journey. 

The first jewellery collection was launched in the end of 2019. Brought to life by INES and nurtured in partnership with her sister KATI, our independent jewellery line embodies the essence of our greatest muse—our beloved mother, KAIA. Her grace, strength, and classy style live on in every design we create. She inspires us to craft pieces that are more than just adornments but treasures meant to be passed down, with love, from one generation to the next. 

KiRiVOO craft jewellery that speaks to all ages—whether it’s a bold piece for today’s trendsetter or a timeless design for those who cherish elegance. Our collections are made to suit every member of the family, and can be personalised for that extra special touch.