Our Story
In the winter of 2025, my husband said that my love for fashion could grow into something entrepreneurial. I had already been an entrepreneur for over eight years, so it felt like a natural continuation of my feminine jewelry business.
My husband also wanted to give his mother the opportunity to do something meaningful while earning a little extra.
My mother-in-law has been a master hairdresser for over 40 years, even though she is now retired. Scissors are still an extension of her hands — whether in hair or in fabric.
She comes from a time when everything was made by hand — coats, dresses, suits.
My husband knew immediately that the three of us together would make the perfect team.
Winter passed with the idea in the back of my mind, but inspiration didn’t arrive. Spring brought light and the first ideas. In June, I said to my mother-in-law: let’s try making one summer maxi dress.
I had a clear vision. I had long dreamed of a summer maxi dress, and I had specific criteria I wanted it to meet.
The dress came together exactly as my mother-in-law and I understood — or misunderstood — each other 🫣. At times we said, “Let’s try it this way and see how it turns out.” Even the fabric choice was somewhat intuitive. Since I had already been making headwear from muslin for 3–4 years and had a great partner in Germany, muslin became the natural choice for the dress as well. The very first sample dress was made from an old cotton fabric my mother-in-law had saved in her fabric chest.
When the cotton sample was finished, we were both excited. The dress turned out romantic and eye-catching.
The second sample, made from baby pink muslin, was honestly a complete WOW 🤩. I put the dress on the same day, paired it with a matching turban, and went for a walk with my family in the Old Town. We took photos in the city, and the next day I posted them in a Facebook dress sales group. Today, that post has over 400 likes and 900 comments. It went viral overnight.
My inbox filled instantly. I took 110 orders and had to pause sales — I didn’t even have a finalized pattern yet, nor any seamstresses 🫣🙃.
I ordered 300 meters of fabric from Germany and began searching for seamstresses.
The first specialist we found created patterns, but there were countless test versions — none of them came out right.
We had promised customers delivery within a month, but two weeks later, not a single dress had been sewn.
One seamstress even claimed that this pattern was impossible to sew using muslin 🙃. Our pleats were a challenge, but not an impossible one 🪡🧵✂️.
Eventually, customers began asking how the dresses were progressing, and a sense of anxiety started to build.
Finally, production fell into place, and the first packages began reaching customers. Our biggest fear was that the dress wouldn’t be liked — what if 100 dresses were returned?
But that didn’t happen. Quite the opposite — your wonderful feedback started pouring into our inbox.
That gave us new momentum, and we reopened sales.
Today, hundreds of dresses have traveled from Estonia to Finland, Sweden, Luxembourg, Spain, Croatia, and beyond — the list is long.
Thank you for your trust and for giving us this opportunity 🙋♀️🙏
We are now truly in motion. Our second dress is before you and has been welcomed with the same warmth.
The winter velvet dress is also a hit — your feedback is pure gold to us.
Thank you 🙏
studio POÈ
Ele