How the newest KEIDI Collection Was Born: A Story of Sea, Home, and Voice of Change

Jewelry at its best, is more than just an accessory, it’s a story, a memory you can carry with you. For KEIDI, this collection is deeply personal, shaped by time away from home, by the wild nature of Estonia, and by moments that changed the course of my journey as a designer.

It Started With a Flower

When I returned to Estonia after six years living in Norway, I found myself seeing my home country in a completely new light. I wanted to create something that would carry a piece of Estonia’s soul, something subtle but meaningful.

One day, I asked my mother-in-law: "If you had to choose one summer flower that truly represents Estonia, what would it be?"

She didn’t hesitate. “Põdrakanep,” she said. The humble elkhemp flower, resilient, wild, and vibrant, instantly felt right. It grows freely across our fields and roadsides, often unnoticed, yet it’s always there. That answer sparked something in me. It was the first seed of this collection.

The Sea and Its Memories 🏖️

But the story doesn’t end with a flower. Living in Norway meant living “across the sea”, as my friends used to joke. Over time, that sea became more than a barrier; it was a bridge, connecting my memories of home with the new world I was discovering.

That’s why the Baltic shell, a small edible cockle found along Estonian beaches, became the second symbol of the collection. It represents the quiet beauty of my homeland’s coastline and the deep sense of belonging I felt upon returning.

And then there’s the Starfish. While Estonia’s waters don’t have starfish, they are part of Norway’s shores, where KEIDI’s story first began. The starfish symbolizes the Scandinavian influence on the brand, the years abroad that shaped my vision and gave me the courage to create.

The Miss Baltics Connection 🌸

As I was developing these designs, I received an incredible opportunity, to create a unique piece for Miss Baltics as part of the Voice of Change category. It felt like the perfect fit.

The fireweed blossom aka elkhemp flower, with its quiet strength and resilience, felt like the ultimate symbol of change, growth, and connection to nature, qualities that every strong voice and every winner embodies.

The moment I combined my mother-in-law’s suggestion with the opportunity from Miss Baltics, the idea started rolling. It was no longer just about jewelry; it was about creating something that carried meaning, emotion, and a voice. During the Miss Baltics Competition preparations, I realized that delicate, tiny jewelry often gets lost on stage. To truly shine under the lights, I needed to create statement pieces, designs that carry both presence and personality.

That’s how this collection became so unique: it’s not just about mix-and-match charms anymore. Alongside the versatile charms, I designed bold statement earrings and necklaces, pieces that are slightly larger, eye-catching, and meant to be seen.

Where the Sea Meets the Sky 🐚

This is how “Where the Sea Meets the Sky” was born. A collection built around three symbols:

• The Elkhemp Flower: a tribute to Estonia’s wild summer soul.

• The Baltic Shell: a reminder of homecoming and the beauty of the familiar.

• The Starfish: a nod to my years in Scandinavia and the roots of KEIDI’s design philosophy.
  

Each piece is made to order, crafted in Estonia from recycled 925 sterling silver, with gold and rose gold plating for timeless beauty. But beyond the materials and shapes, these pieces carry the stories of distance, of rediscovery, and of finding your voice.

More Than Jewelry

KEIDI jewelry is not just about aesthetics, it’s about moments, memories, and meaning. Every time someone wears one of these pieces, I hope they feel not just adorned, but connected, to the sea, to nature, and to their own story. This collection is a fusion of subtle charms and bold statement pieces, born from the realization that true beauty shines both in the smallest details and in the confidence of designs that demand to be seen.

What’s Next?

The collection launches soon, but for me, this is only the beginning. The Miss Baltics - Voice of Change collaboration reminded me that jewelry can carry more than beauty, it can carry a voice, a message.

This collection is my voice. I can’t wait to share it with you!

Sincerely yours, Keidi 💕