“The Little Sea” is a translation of Merike's name, from Estonian to English, which I think starts to give us an idea of the spontaneous and fun way she works and thinks.
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You opened your Etsy shop back in 2018; what events led to the opening of the shop? Were you making fashion accessories on an in-person basis before?
Before opening my Etsy shop, I was making flower crowns and other floral pieces while still in school. I've always loved picking flowers, and one year at Seedrioru, we had a kasvataja (counsellor) from Eesti who taught us how to make fresh pärjad (flower crowns). I was immediately obsessed and couldn't help but make them everywhere I went. Then, when I was in high school, I decided that I wanted to customize my prom dress with fake flowers all over it, with the help of my mum. After that project was done, I had a whole bunch of beautiful artificial flowers left over, so I offered flower crowns to my fellow students to buy and wear to prom.
Beyond Etsy and the website for The Little Sea, you have a loyal following on social media, especially on Pinterest. How does your social media content reflect the overall world you make with your products?
My social media content, and The Little Sea as a company, are basically a visual representation of my own personality and style. I try to be as authentic as possible, keeping my content and captions fun, colourful and conversational. Pinterest is great because it's another way for me to share my work, mixed in with a curated collection of the home decor, illustration and photography that inspires me. I use this inspiration to create my products, packaging and product photoshoots.
Where do you turn to for inspiration in your designs? Is there a specific era of design or one particular designer that inspires you the most?
The inspiration for my work comes mostly from nature, other creators, and materials. Since much of my work thus far has used florals, I save a lot of photos of weddings in colourful fields or gardens, which inspire my more whimsical creations. I follow a lot of florists and other small businesses on social media, and I'm always very inspired by the creative solutions for problems they have.
My favourite era is definitely the 60s and 70s! I love the funky colours, prints and of course the abundance of florals.
Flower crowns evoke Nordic concepts, including Jaanipäev. How has being Estonian informed your creativity?
Being an eestlane has undoubtedly affected my creativity and passions. I love foraging for flowers and bits and pieces, and appreciating Mother Nature. I believe spending my summers in Eesti or at Seedrioru have had a huge part in reinforcing this love of mine. Pärjad, of course, are a nordic tradition along with rahvariided, for birthdays and special events such as Laulupidu.
Where do you want to take The Little Sea next as a business? Where can we purchase your designs?
Some products I've wanted to make are floral printed pottery pieces, art made of dried foliage and more clothing made out of thrifted fabrics. My ultimate goal is to have a successful e-commerce shop and eventually a small brick and mortar location for a shop and studio with a cafe inside. So keep your eyes peeled for that in the next bunch of years!
My designs can be bought through my Etsy shop, accessible through my website TheLittleSea.com . You can also contact me on Instagram @hellothelittlesea .
My shop has been laying low a little in the last few months as I'm in my fourth year of university, studying Creative Industries and Fashion at Toronto Metropolitan University, but it's making a come back this spring/summer!
This interview has been edited and condensed.
