My Story. My Vision. My WHY

I was born and raised in a small, idyllic countryside home in central Estonia, back in the deep Soviet era. Looking back at my childhood can feel like it was a beautiful fairy tale - surrounded by nature, simplicity, but also hard work. My parents were farmers, and we lived on a traditional farm with animals, fields and hot summer days filled with haymaking. I feel grateful to have grown up with both of my parents in a big loving family. I am the eldest of five children - a role that taught me early about responsibility, initiative and looking after others. Music was always present in our home - my mother played the piano, my father the guitar and singing together was a natural part of daily life. Doesn’t it sound a bit like "Little House on the Prairie"? 🍀

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Despite the fortune of being raised in this beautiful fairy-tale like atmosphere, I carry two strong emotions from my childhood. One of them was the feeling of missing out on the social life and after-school activities my town-living friends enjoyed. Growing up in the countryside, I couldn’t go out in the evenings or be part of that world. As a naturally curious and social person, it often felt like a punishment. Instead, my evenings were spent caring for my younger siblings and helping with the animals on the farm. Looking back, I believe this contrast shaped a deep part of who I am. Today, I’m a natural networker - I love people and hearing their personal stories. I am often told that I am so full of life, positivity and supportiveness. That warmth and joy were planted in me early, and they’ve become core values I now share in both life and work. The second emotion is more complex - it relates to my mother’s struggles with mental health. She suffered from depression which led to even deeper mental health issues. I believe it was largely triggered by her isolation from the job market: she was educated as a preschool teacher, but stayed home to care for the farm and raise five children. Without a sense of professional purpose and belonging, her emotional well-being began to suffer. This taught me: friends, colleagues and a sense of belonging are fuel for mental well-being. That insight has stayed deep in me. Today, I am a founder of entrepreneurial women's club and support other women - especially those navigating a return to the workforce after being home with small children. I understand very well how challenging and emotionally layered that transition can be. 

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My university years took me to the capital city, Tallinn - and suddenly the world was mine! After the quiet rhythm of countryside life, I absolutely enjoyed the energy of the city. Especially in post-Soviet Estonia in 2000ies, where society was transforming at an incredible pace. I met many new people, made lifelong friends, spent six months in exchange studies in Sweden and took my first steps into the professional world. At early 2000's I had my first jobs. I was working at event marketing company, as a door-do-door salesperson in the USA and in the backoffice of an investment bank. Every role taught me something new - about people, about business and about myself. It was a time of discovery, confidence-building and laying the foundations for the life I would eventually grow into.

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In 2005, I had just landed my first “big job” as the manager of an interior design studio, leading a lovely small team of designers and assembly specialists. I had met a wonderful man, my head was full of plans and the future seemed bright. Then came 2007. The global economy crashed, recession struck and many lost their jobs. My family relocated to another country in search of new opportunities. Little did I know at the time that this move would be the beginning of an expat journey that would last at least 15 years, involving 5 international relocations and career changes along the way. I have lived and worked in the USA, China, Estonia and Sweden. Also Turkish culture holds a special connection to my family. 

Of course, the most remarkable one of these moves was living three years in Shenzhen, China. In the first year, I felt like an alien on another planet. By the end of the third year, I cried when moving back to Europe because it felt like leaving a HOME behind. For sure, that experience has shaped me. For instance, it taught me what it means to face tough competition, adapt fast and against all the odds find ways to make things work. Seeing the market in China made me realize how easy it is for us here in Europe to stand out and become whoever we want. After moving back from China, I spent several years in the post-expat bubble. It was not so easy to shake it off instantly. I worked in an Asian tea house and even wrote my master's thesis about returning expats (=repatriats).

Although I did not have a chance to build up a classical linear career, I had the opportunity to work in many international teams and experience life in completely different cultural environments. I’ve seen both extreme poverty and great wealth, and I’ve lived in societies where people were not free to make their own choices. These contrasts have made me aware of how fortunate we are to live with freedom. I feel truly rich on the inside and grateful for everything I’ve achieved. I wouldn’t change a thing if I had to start my journey again.

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At the age of 40 and mother of three, I applied to an MBA program and graduated with honors just 1.5 years later - an achievement that still gives me goosebumps when I think of it. At the same time, my passion for people, communication and interest for organisations and business processes led me to join the global executive search firm Amrop as a headhunter - a role that changed my mindset, accelerated my growth and made me to see behind the mysterious world of recruitment. I worked with professionals from a wide range of industries, reviewed thousands of LinkedIn profiles, resumes and cover letters and guided hundreds of candidates in their search for C-suite and top specialist roles across Europe.

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In 2023, our family moved back to Stockholm, Sweden - and again, a new chapter of my story began. I made the decision to finally fulfil a long-time dream: to build a business and a brand of my own. After worked in as a headhunter in executive search, the transition to LinkedIn training and executive branding felt completely natural - it was like moving to the other side of the table. I had seen so many talented professionals struggle to communicate their value in the job market and during recruitment processes. I knew I could help. I now guide professionals and entrepreneurs to build strong, strategic LinkedIn profiles that open doors to new opportunities and reflect who they truly are.

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I’m proud to be the co-founder of the Entrepreneurial Estonian Women’s Club in Sweden, a professional network of 100 ladies that brings together women with connections between Estonia and Sweden. Our members are business leaders, professionals and entrepreneurs who meet to learn, exchange knowledge and explore new areas of growth. Having seen women like my own mother step away from their careers and become isolated - often at the cost of their confidence and well-being - I feel these topics very close to my heart. I want the women around me to feel seen, supported and empowered to succeed.

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Having met people from so many different backgrounds has taught me: we are incredibly fortunate to live in a time where each of us can design our own happiness. There are no barriers, no gatekeepers. We have more freedom than ever to make bold choices, change direction if needed and shape the life we truly want. I’ve seen how easy it is to get stuck in comfort zone or fall into the mindset of waiting for change instead of creating it. The saddest thing that can happen to anyone is taking the victim's role and blaming others for their misery.

My philosophy is simple: the biggest development begins when we take full ownership of our path. And that’s what my work is really about - helping people step into their potential, take the lead in their careers and be seen for who they truly are. That there would be more happy people in the world! 💛

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