Fridays with Kriss: Why I Do It

What a week it's been!

First, a huge thank you to everyone who came to our shopping event last night at our Tallinn store. It was so wonderful to see so many of you coming by to say hi, try things on, and share your excitement about the pieces. Nights like that remind me exactly why I do this.

Which brings me to today's reflection... After another talk about my journey as a fashion designer, I got asked: Why do you do it if it's always so hard?

It's a fair question. A lot of my friends have come to a point where they're asking themselves whether they're doing the right job after 10 years at the same company. So of course, every now and then, I ask myself the same question.

And so far, the reply has been the same - I love what I do so much, I don't want to do anything else.

I think I stumbled upon my passion, my hobby, and my job all at once. How rare is that? How lucky am I?

When people say "your work is not your identity," I cannot say it. Kriss Soonik is not just a brand. It's a huge part of me. It's how I see the world, how I express myself, how I connect with others. It's the language I speak best.

Yes, it's hard. Yes, there are days when I wonder if there's an easier path. But then I think about the alternative - doing something I don't love, creating something that doesn't feel like me - and I know I'm exactly where I'm meant to be.

Weeks like this one, filled with events, conversations and connecting with all of you, make it crystal clear.

So why do I do it? Because I can't imagine not doing it.

Kriss 🖤