What Is Ulvi K-J Reflecting On This Victory Day as the Creator as
the Creator and Face of Her Brand, Jaagor Desire OÜ?
What have been my victories — and the sweet rewards of strawberries — after turning 50?
One of the most remarkable journeys has been welcoming our fourth child into the family at age 45 — a cheerful, naturally loud little boy who joined our three older daughters.🥰
After moving from Hiiumaa to Tartu, I found myself without the support network I had relied on. That’s when I had to look inward for the strength to manage it all.
Magnus’ birth led me back to my very first profession — tailor and pattern cutter. By then, as a mother of four, I had become a true stroller enthusiast. (Not all strollers can handle Estonia’s snowy climate or rocky roads!) So I enthusiastically tested and swapped strollers based on weather and need.
That fun collection of popular strollers became the base models for many of my creations and still are.
I soon realized that store-bought products from even the more expensive brands weren’t designed with the comfort and fit I desired for my baby’s long naps during cold and windy winters. For instance, many footmuffs had short top edges, and I’ve never liked zippers exposed to wind and rain without a protective flap.
In a sewing group, I saw that fabrics and materials from Poland looked promising — soft and practical. I ordered some, and created Magnus’ first custom footmuff by combining the best features of three store-bought ones. I designed the cut, constructed the pattern, and created what I believed to be the perfect footmuff.🥰
While swapping strollers, I may have posted my work in the Stroller Addicts group — and that’s where my creations were noticed. Orders started coming in.
Often it started with someone owning a pricey brand’s product that didn’t meet their expectations. They sent sample photos and measurements, and I began designing new, better-fitting solutions.😍
One of the first to bring me creative challenges was Lill Kistap — thank you so much for your fun ideas and for trusting me to make them real!
Another fun challenge was creating 2-part visor extensions for strollers with short canopies. These zip onto the front edge of the canopy, offering extra sun protection. This started with Emmaljunga strollers, where users also requested an attachable mosquito net. Since those are seasonal, I designed a way to zip the net onto the visor extension as well. 😍
A recent inventive request came from Thule UG3 users — a rain cover with a peek-a-boo window made of transparent film and a wide flap that secures with magnets. The magnets also allow the flap to adjust the canopy’s curve.
So when seasoned seamstresses ask what makes me bold enough to call myself a designer and creator...
I smile and show them all of this — and also the carry bags I’ve designed with Velcro straps and carabiners that double as stroller bags, tailored to my vision. 😍
In Summary: My business journey really began on Facebook — sharing photos of my creations. I discovered that social media suits me well for marketing my work, and I enjoy “playing” with the numbers.
Recently, during a short break from orders, I reconnected with Meta and experimented again with paid ads.
While creating a "Buy Now" post, I stumbled upon the perfect link between my Facebook page, website, and Jaagor Desire’s online store — everything coming together.
We entrepreneurs are encouraged to monitor growth and stats, and this has been an exciting experience — one that any beginner can explore if they’re willing to learn a little about Meta and invest even a small budget.
Funny thing is — I’ve been “in sales” since childhood, alongside my mom.
Officially, I’ve only been an entrepreneur for 3.5 years.
I probably only started tracking post reach and follower growth last year!
Huge thanks to Grete Männikus for branding-related training and shared insights.
Huge thanks to Birgit Itse for your motivation and inspiration to write.
Huge thanks to Kristiina Saaremäe — for sharing our journey as trainers and for always supporting me with your ideas.
Why do I share my experiences and results so openly?
To encourage those who are more reserved to also share their work and personal journey.
Because you never know — a fun hobby might just grow into something beautiful.
I’m grateful to my family, friends, and everyone along the way — and to life for this wonderful opportunity to grow. 🥰
