About us

Hello!

I’m Ulvi, a lifelong islander now enjoying life with my family in the village of Tähtvere near Tartu, at Õunapuu Farm.

Craftsmanship, entrepreneurship, and business run in my genes. My mother’s grandfather, Mihkel Jaago, was a well-known shipowner on Hiiumaa — that’s where the first part of the company name comes from. “Desire” symbolizes the passion and drive to create products that customers both need and long for.

As a child, I dreamed of becoming a shopkeeper, designing clothes for dolls as a fashion designer, or being a craft teacher. Today, as the owner of a sewing company, I get to fulfill those dreams! 🙂

I’ve acquired several professions: men’s outerwear tailor-cutter, administrative assistant-accountant, youth worker, and I’m currently finishing my degree as a history and social studies teacher. The knowledge and experience I’ve gained so far help me in developing my own sewing company. 🙂

I’m a mother of four and, after many years together and married, a loving wife to my husband. I get to do my work from our large home — my home office. 🙂

Thanks to the birth of our youngest child and a change in residence, I ended my 20-year career as a youth instructor in the Hiiumaa Defence League and chose instead to become my own employer — an entrepreneur.

I returned to my first acquired profession — tailor and pattern cutter. In the snowy, blustery winter of 2017, I began inventing and creating footmuffs, leg covers, seat pads, and other essentials that I liked and that fit my child in both length and width. Since I switched strollers frequently during snowy winters with my two youngest children, I’ve been part of the "Stroller Addicts" group since 2017. Over the years, I’ve personally tested many different strollers. I've developed a pretty good sense for sizing, and this experience has been incredibly helpful in designing patterns for foot covers and other new accessories.

Thanks to frequently switching strollers — and with them, footmuffs — a small customer base began to form. What started as a hobby grew into my own sewing company, Jaagor Desire OÜ, established in the autumn of 2021 with the support of the Estonian Unemployment Insurance Fund.

Since there are many orders, I have a small team of sewing experts from Tartu helping me with product manufacturing. To fulfill larger footmuff orders, I’ve also started collaborating with a bigger sewing company. These days, I increasingly focus on assistant, marketing, and managing director tasks. 🙂

ChatGPT said: Thank you for your interest, for wanting to buy or order products created by my company — by doing so, you’re supporting the work of another Estonian business. 🙂