My name is Ines and, as the Creative Director of KiRiVOO, I’m incredibly pleased to welcome you!
My journey into sustainable fashion began in 2012 when I moved to London. Having worked in fast fashion for more than 12 years, I saw firsthand its impact on people and the planet. That led me to sell my previous company and explore more sustainable alternatives.

I then attended my first eco-friendly fabric fairs, collaborated with initiatives such as the Conscious Fashion Campaign and the UN, and founded KiRiVOO in August 2015. My perspective deepened when I faced personal health challenges, which led me to realise that sustainability is not only about the environment, but also about the materials we wear and their impact on our well-being. After becoming a mother in 2017, I developed a deeper understanding of the importance of circularity in fashion. Each stage of my life has guided me step by step closer to sustainability and strengthened my drive to build a meaningful brand and create products that prove fashion can be both elegant and responsible.

Coming from a respected Estonian family that has always valued elegance and quality, I have a deep appreciation for timeless style and craftsmanship. I also believe we need to reduce overconsumption and the constant demand for new products. That’s why I am dedicated to creating beautifully designed, long-lasting pieces that make conscious living effortless — while saving resources and allowing us to feel proud of our choices and their positive impact on the world.

- Founder

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 getting ready to launch 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.