I design transformative experiences that shape how people see themselves, move through the world, and engage with beauty, culture, and life.
I work as a Private Advisor at the intersection of life strategy, high-level presence, and luxury-level aesthetics, bringing more than 25 years of experience in international fashion,
luxury buying, and concept development.
One of my strengths is seeing possibilities that are not immediately apparent — understanding how a situation could evolve, envisioning different paths forward, and finding the right
combination of people, expertise and resources to make the strongest one possible.
I initiate inner change and make it visible. This transformation weaves through your decisions, your rituals, and your private world. I'm brought in when impeccable taste, cultural intelligence
and executive presence are required in contexts where reputation, confidentiality and precision allow no compromises.
For selected individuals and private families, this work may evolve into a Private Partnership — a highly personalised, trust-based collaboration shaped by context rather than predefined formats.
Where appropriate, I also assemble and coordinate trusted experts across multiple jurisdictions to ensure that every decision supports one coherent long-term strategy.
One trusted point of contact for complex private matters — bringing together the right people, expertise and solutions.
Together, we build a coherent architecture of public, social and private presence — from personal image, wardrobe and lifestyle to cultural positioning and international presence. I craft your
distinctive personal signature, shaped through beauty and meaning with jeweller's precision.
Who I work with
I advise a select circle of international private clients at executive level, UHNW private families and family offices, as well as business leaders and public figures across Europe, the CIS and
the GCC (EN/RU).
Who it is for
My work sits in contexts where reputation, privacy and precision are non-negotiable — and where presence, discretion and execution quality directly shape outcomes.
Based in
Europe — Tallinn, Estonia. I work internationally. Selected in-person engagements are available by request. Most engagements are delivered online or in a hybrid format, with a discreet,
results-first approach.
PERSONALCHEMY
PERSONALCHEMY is an integrated system that unites Internal and External Alchemy, where identity, image, environment and strategy converge to create authentic, high-level presence.
PRIVATE PARTNERSHIP
A highly personalised format of collaboration that may begin with a single project, a strategic conversation or evolve into an ongoing trusted relationship. Shaped by the individual, the context and the continuity of understanding, it may also include assembling and coordinating a carefully selected network of trusted experts to support complex decisions with one coherent long-term strategy.
INTERNAL ALCHEMY
Reintegration: A short reset for clarity and energy — restoring a clean internal baseline before the next chapter.
Private modules available by request: Divine Muse / The Signature Man / The Partnership Code.
EXTERNAL ALCHEMY — Aesthetic Alchemy Masterpiece Wardrobe: as a refined system of roles and contexts: silhouette, palette, proportion, and capsule logic for travel, events, and visibility—so style becomes your default.
Art of Living: objects and spaces as a language of identity, legacy, and cultural presence. Selected pieces with meaning and provenance—designed to age beautifully and hold value over time.
CULTURAL JOURNEYS
I serve as a Cultural Experience Curator, shaping private journeys and expeditions — independently or with trusted local partners and licensed operators.
Bespoke routes through cultural, historical, and aesthetic centers.
The trip becomes your personal story and cultural capital — not a checklist of places.
EVENTS
I host private salons and gatherings — courses, masterclasses, and public events under Les Contes de Fées (The Fairy Tales).
Museum, gallery, and cultural programming can be integrated into journeys or delivered as stand-alone experiences.
Foundations
Internal Alchemy: My work is guided by a Jungian-informed lens focused on identity, recurring patterns, and decision dynamics — supported by holistic aromatherapy and neuroenergetic kinesiology.
External Alchemy: Grounded in costume design, art history, fashion theory, and luxury fashion management.
Ways to begin
Private Diagnostic Briefing
A confidential diagnostic session: goals, context, constraints, and the optimal route.
Project Inquiry
A project request with a defined scope, timeline, and format (online, hybrid, or select in-person by request).
Confidentiality
Work is conducted in a closed format. An NDA is available upon request. Strict confidentiality is the default. Any publicity (mentions, photos, case details) is possible only with the client’s explicit consent.
In the front row of the Milan and Paris buying calendar — alongside the world’s leading buyers.
Luxury brand management: building and running a multi-brand platform, concept development, and international sourcing and buying (including roles within larger luxury organizations as well as independent concept projects).
Selected Brand Experience:
Azzedine Alaïa • Hermès • Dior • Jil Sander • Yohji Yamamoto • Issey Miyake • Comme des Garçons • Jean Paul Gaultier • Maison Margiela • Pucci • Burberry • Ferragamo
and other directional maisons.
In Moscow, within the Kvartira 29 project and the JAMES concept store, my role as conceptual lead and head buyer extended far beyond wardrobe and encompassed the space and the cultural framework of the project:
I curated international selections of collectible pieces and designer objects and built book selections that defined its intellectual and aesthetic identity. JAMES became one of Moscow’s leading concept projects —
recognized by Vogue Japan as the city’s best store and repeatedly awarded for window displays, buying, and curation. The project functioned as a cultural platform: it participated in Moscow Photo Week
and produced special cultural events, including an exhibition project by David LaChapelle and presentations of Issey Miyake and Yohji Yamamoto.
I also provided styling support to public figures within a cultural context; figures associated with JAMES included actress Renata Litvinova and musician Zemfira.
Publications: Vogue Japan • Vogue Russia • Harper’s Bazaar • Cosmopolitan • Madame Figaro • Marie Claire • Wallpaper* • GQ • Forbes • Afisha • Time Out Moscow
Foundation Studied Fashion Management and Marketing Communications at the Department of Sociology, Lomonosov Moscow State University, including a lecture course by fashion historian Alexandre Vassiliev. Also completed formal
training in Fashion Design and Arts, with a focus on Design of Costume and History of Art, at the International University of Social Sciences “LEX” in Tallinn.
Formation
Further formation includes training in fashion brand building, fashion press, advertising and promotion through programmes developed in collaboration with Godfrey Deeny and the Fashion Institute of Technology, New York, as well
as professional training in retail management and HR. This foundation was further shaped by a Chaumet masterclass on fashion and jewellery design, future trends and outlook, and by international exposure across Paris, Milan, London, Berlin, Tokyo, Hong Kong and Abu Dhabi, with direct engagement with TEFAF Maastricht, Maison&Objet, MACEF, Pitti Immagine and 100% Design.
In 2016, I discovered Alqvimia (Spain) — and that encounter became my entry point into aesthetic alchemy through a wellness lens: quality, peace of mind, and true well-being. I opened Iðuna Õunad in Tallinn as a luxury-led concept rooted in natural essences and a transformational intent, shaped by principles of Eastern medicine and balance across mind, body, and soul. Conceived as a modern Cabinet de Curiosités, it brought together sensorial ritual, curated books, art, and rare collectible objects with provenance. The project operated until 2026 and remains the foundation of my curation language: beauty, culture, and meaning — translated into tangible form.
