I may not have told the whole story yet about how KiRiVOO was born 10 years ago. After more than a decade in fast fashion retail, witnessing firsthand its impact on people and the planet, I moved to London to explore a different side of the industry — manufacturing, merchandising, and the bigger question of how fashion could be done better. It was here, amid the city’s energy and creativity, that the vision for KiRiVOO first began to take shape. Yet to bring that vision to life, I turned back to my roots in Estonia, where I was born, and where KiRiVOO is proudly established and manufactured today — all while I continue to live and build the brand from London.

After moving to London and preparing to sell my first retail company in the Baltic States, I found myself asking: How can I make the fashion industry more sustainable for everyone? This question became the driving force behind my journey. I began exploring sustainable alternatives, attending my first eco-friendly fabric fairs and collaborating with initiatives such as the Conscious Fashion Campaign and the United Nations Partnerships program during my debut at Pure Conscious. My perspective deepened even further when I faced personal health challenges, realising that sustainability isn’t just about protecting the planet — it’s also about the materials we wear and how they impact our own well-being.

Roots & Vision

I decided to start building KiRiVOO in Estonia, where my relatives were and where my roots have always been a source of inspiration. From as long as I can remember, I have valued elegance and cultivated a deep appreciation for timeless and unique style. I was also educated there and already recognised as a purpose-driven entrepreneur and performer across TV, stage, and events, with years of experience in fashion retail. Estonia felt like the perfect place to lay the foundation for the brand and its production and sales, while giving me the space and time to strategically open doors for growth in London. From the very beginning, I’ve been bootstrapping KiRiVOO’s growth while raising my two amazing daughters, now 8 and 5, balancing entrepreneurship with family life every step of the way. By today, I've have built up a specialised product range and a growing network of respected sales partners in Estonia - and ready to bring that momentum to London. 

As a mum of two, I also believe that for fashion to be 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.

Life at London Battersea

Settling in Battersea, with its vibrant energy and creativity, has gradually shaped both my life and KiRiVOO’s journey. It’s here that the dream of opening our first Nordic flagship concept store and rental space is taking shape — a place where people can engage with the brand, explore sustainable fashion, and experience our distinctive designs firsthand. At the same time, we are beginning to collaborate with local resale partners and expanding our direct-to-consumer presence through digital platform development and targeted marketing. Every step we take is guided by the goal of preparing KiRiVOO for thoughtful growth, scaling up while remaining true to our values, our creation, and our vision for a more conscious fashion industry.

Through it all, my family is my anchor; and my journey reminds me that every step we take with purpose brings us closer to the life we dream of. So, let’s always set our priorities right and never forget the goodness we already have in our lives! Here’s to strength of will and staying true to what matters most. 

Written by Ines Karu-Salo, Founder & Creative Director at KiRiVOO