Creative Industries Focus Day Highlighted Women Who Found Their Creative Bloom
On 23 September 2025, the elegant and inspiring Toila Mereresto hosted a Creative Industries Focus Day filled with energy, inspiration, and positivity. The event marked the culmination of the “Creative Bloom” mentor programme implemented in Ida-Viru County.
It was a heartfelt and festive celebration of an 18-month journey that helped dozens of women turn their creative ideas into sustainable businesses.
Project Background and Objectives
The mentor programme “Creative Bloom” (CB0500277) was carried out within the framework of the EU Interreg Central Baltic Programme 2021–2027, co-financed by the Estonian Ministry of Culture and the British Council.
In Estonia, the programme was coordinated by Ida-Viru Enterprise Centre (IVEK) as the lead partner, with Vidzeme Planning Region from Latvia as the project partner. The programme lasted 18 months, from May 2024 to October 2025, with a total budget of €213,398, of which 80% was EU funding and 20% co-financing.
“Creative Bloom” was a cross-border initiative, bringing together creative women’s groups from both Estonia and Latvia. The joint aim was to foster the growth of the creative industries and strengthen the entrepreneurial capacity of women in both regions.
The programme’s objectives were to empower women’s entrepreneurship in Ida-Viru County, increase the role of the creative economy in the region, promote cross-border cooperation with Latvian partners, and enhance the overall competitiveness of the creative sector.
From Women to Women – Mentorship and Growth
A total of 16 women aged 40+ from Ida-Viru County were selected to participate in the mentor programme. All were active in the creative sector in some way—through crafts, design, art, music, or other creative services—and ready to turn their passion into a business.
15 participants successfully completed the programme.
The participants were supported by six experienced mentors who generously shared their expertise, practical knowledge, and inspiration:
- Kadri Kuusmik, Executive Director, Virumaa Koostöökogu MTÜ
- Dina Aller, Designer and Trainer, DINAALLER OÜ
- Eveli Tooming, CEO and Board Member, E. Strauss OÜ / Avinurme Puiduait
- Ele-Riin Kullamäe Golovin, Marketing Expert and Real Estate Manager, Gleneia OÜ
- Julia Volkova, CEO and Board Member, Honey Wolf OÜ
- Ülle Lipsmäe, Board Member and skilled practitioner in sewing and textile crafts, Hõbeniit OÜ
The mentors were selected for their diverse backgrounds and business experience to provide participants with comprehensive support and practical insights from different fields.
Learning, Collaboration, and Inspiration
Throughout the programme, participants took part in six mentoring club sessions, two two-day training courses (on product development and service design), study visits in both Estonia and Latvia, and the final celebratory Creative Industries Focus Day.
The discussions and workshops covered a wide range of topics—from entrepreneurship and design to marketing, circular economy, and social media content creation.
Most meetings were held in Jõhvi and its surroundings, but cross-border collaboration also played a significant role. Estonian and Latvian participants met online and during study visits to exchange ideas, share experiences, and learn from each other’s creative journeys.
One of the programme’s key requirements was that each participant establish a company or NGO by the end of the project and attend at least 80% of all events.
This dedication and consistency led to visible results—new businesses were founded, and new collaboration networks emerged across the county.
Results – Confident and Radiant Creative Entrepreneurs
Participant feedback was unanimous: the programme boosted confidence, provided valuable knowledge and contacts, and encouraged them to take steps that once seemed too big. New ideas, partnerships, and initiatives were born—the creative bloom truly happened.
“We gained motivation, positivity, and faith in ourselves. This programme brought smiles to our faces and inspired us to act bigger and bolder than ever before,”
shared one of the participants.
A Blossoming Start to a New Chapter
“Creative Bloom” revealed just how much potential lies within the women of Ida-Viru County’s creative community—their ideas, craftsmanship, and entrepreneurial spirit.
The Focus Day confirmed that as a result of the project, the region now has more active female entrepreneurs, a stronger creative community, and a firm belief that every good idea can be realized.
At the final meeting in Toila, it became clear that all participants had made remarkable progress—their eyes were shining with confidence and enthusiasm.
This marks a new beginning, full of creative energy and determination to grow into successful creative entrepreneurs.
And as the participants themselves said:
“This is just the beginning. The creative bloom has happened—and we’re already waiting for the next project!”
See the photo gallery from the Focus Day HERE
Photos by Nadežda Morozova
