Having co-founded and worked for MOTHERCARE Baltics for 12 years before exiting the business, Ines began questioning the fashion industry’s impact on people and the planet. This led her to establish KiRiVOO, a multi-award-winning brand dedicated to sustainable fashion. As the sustainable fashion market was still in its early stages, she also co-founded THE REWEAR COMPANY, a managed kidswear rental and resale marketplace in Estonia. These experiences reinforced her commitment to sustainability, circularity, and waste reduction, solidifying her belief that fashion must evolve beyond traditional ownership models to embrace rental, resale, and thoughtful consumption.
Ines comes from an Estonian entrepreneurial family but lives and works in London. As the founder of KiRiVOO, she is on a mission to build a timeless yet distinctive sustainable lifestyle brand that minimises environmental impact and enhances circularity. KiRiVOO has evolved from a women’s shirts brand into a jewellery and clothing label, continuously expanding its product offerings and international presence. Inspired by Nordic modern aesthetics and heritage, the brand continues gaining recognition for its distinctive and elegantly designed collections. KiRiVOO embraces on-demand production, eco-friendly materials, and timeless designs with a unique twist — crafted for women who value authenticity, sustainability, and effortless sophistication. While the clothing is primarily made from organic cotton and silk, the brand’s jewellery pieces are 3D-printed from 100% recycled precious metals, ensuring minimal waste and promoting sustainable craftsmanship.
For Ines, sustainability is more than just an environmental concern — it’s a deeply personal commitment shaped by her life experiences. She has embraced a mindful approach to fashion from a young age, taking pride in reusing her clothes rather than following trends. Her personal health challenges have further heightened her awareness of how the materials we wear directly affect our well-being. As a mother, she has gained an even deeper understanding of overconsumption, recognising that children outgrow their clothes faster than adults. These experiences have strengthened her dedication to advocating for a more sustainable fashion industry, one that values longevity, conscious choices, and environmental responsibility.
