Tag Archives: birthday

Kriss writes: 7 things in 7 years.

I rarely look back. I just don´t have time for it. I very much live in the future and as much as possible in the moment. But birthdays are the moments when you´re almost forced to look back.

Here are the 7 most important things I´ve learnt over these busy years.

1. People make your world go round

The people around you – colleagues, partners, friends – are the force that keep you going. It takes a lot of energy for an Estonian introvert like me to liaise with people but the more you do it, the more you evolve and it gets easier as you go along. Surround yourself with people you like and life gets better.

2. Don´t be afraid to change things

They say if it´s not broken, don´t fix it. But what if you have a feeling that things are not going in the right direction? Hey, it´s your brand and you´re in charge. Change it before you lose interest.


3. Listen to your gut feeling

At first it´s shaky but with experience and “been there done that” knowledge it gets easier to trust your judgement. No one knows what will happen, so do it your way.

4. Don´t get blinded by achievements…

but do cherish every single one of them. After I won the Estonian Fashion Designer of the Year award in 2014 and the same year we were awarded CoolBrands status in the UK, one of my close friends sincerely asked: “So is that it? Do you still have any motivation to keep doing this?” The world is our oyster and there are always more things to achieve! This is just the beginning.

5. You´re the boss – like it or not

I like to be in charge but deep down inside I have always hoped someone else will make the decisions for me. One day I woke up and realised that it´s my company and I´m in charge. No matter how much advice you ask for, at the end of the day you are the one that has to act. The quicker you do it, the better.


6. Learning keeps you going

You can go two ways with your company – build something, get bored, move on, or build something and keep evolving. And oh how much fun the latter is! Take something and make it better. Find new techniques and improve. You can always do better, you can always push things forward. Get out of your comfort zone!

7. Don´t give up

It´s definitely not smooth sailing. It all looks glamorous on the outside but inside it´s hard work. You just have to remember that what comes down must go up again. It´s like a roller coaster. So just enjoy the ride!

#ksworldtour – New York Edition

Kriss Soonik Party at Journelle

Last week we headed to New York to celebrate our first 5th birthday party (there will be at least 4 this year) with one of the most glamorous lingerie boutiques in the world – Journelle.

Balloons, cupcakes, rose champagne – the Journelles definitely know how to spoil a birthday girl. Was great seeing so many lingerie lovers, media darlings, and fans of the brand turn up to celebrate the birthday in style at their Union Square boutique during New York Fashion Week.

A worthy kick-off to our world tour. Thank you New York!

Between all the celebration preparations we managed to grab Allison Beale, Marketing Director at Journelle, for a few minutes and ask her three quick questions.

What do you think why do Journelle customers like Kriss Soonik?
Journelle customers have discerning tastes and an eye for fashion, both of which lead them to Kriss Soonik styles. Our customers admire the wit and cheekiness, yet complete wearability of the collection.

What are your best-sellers from the Kriss Soonik collection?
The suspender tops always do well. And this season, we are seeing a lot of interest in the Elve bra. The pearls!

What´s your personal favourite piece from the collections?
Hands down the Kristel suspender top! ♥

Luxury lingerie party in New York
Allison and Kriss at the birthday party

Ordinary women with super powers

When I started my eponymous label today exactly 5 years ago I used the slogan “Simple Girls with Super Powers“. I loved it as it perfectly described what we were all about. But then native English speakers started telling me that even though the sentence was fun, the term “simple girls” might be misunderstood… So of course sadly but quickly I decided to get rid of the slogan.

But behind the scenes this mantra has lived on. Girls have grown into women and simple changed into ordinary, but for me the idea behind the collections has remained the same.

So what lies behind this sentence? Don´t want to ruin the surprise, but superwomen don´t exist. There are just women who work hard, generate bright ideas, become experts in what they do best. But no-one has the time to be perfect on every level. Perfect is so last season anyway.
I support the misfits, the quirky and awkward. Girls who are sexy but most of the time have no idea about it. Those who dare to be different, and most of all experiment and push boundaries.

These are the women I design for. These are the real ordinary women with super powers.

Most of the 5 years I have spent travelling the world, meeting incredible women along the way. Women who run their businesses while getting married, having kids and looking damn hot. These are women just like you and me who dream big and want to make the most of their lives. Many of them have inspired me so much that I have even named designs after them.

So in 2014 I decided to visit the cities that have mattered to me most on the journey so far – New York, Tallinn, Tokyo, London – and introduce these inspirational women to you. Of course, not fogetting to share all our new loungerie designs along the way.

Kriss Soonik World Tour kicks off in February with New York. We´ll host a special birthday event with one of the best lingerie stores in the world – Journelle – celebrating the start of New York Fashion Week. Then throughout February we´ll be sharing our favourite things about New York and give insider tips from our friends in the Big Apple.

Let´s celebrate the year of the “ordinary women with super powers” and join us on #ksworldtour 2014!

Kriss x

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On the picture from right: Alison, founder of LA luxury lingerie boutique Faire Frou Frou, Lindsay from lingerie blog That Je Ne Sais Quoi, Ari from luxury loungewear brand Ari Dein, Kriss, and Sarah from fashion blog Style on the Couch.
Fabulous ladies from the knickers business in New York. August 2012.