Today, the rise in women-led startups in Estonia reflects a broader trend of women breaking barriers and leading with creativity and resilience. These women are not only challenging traditional business models but also creating new opportunities and setting benchmarks in their fields. One prominent figure among Estonia's trailblazing women founders is Ilona Gurjanova, President of the Estonian Association of Designers. Gurjanova's journey into design was deeply influenced by growing up around artists, due to her mother's job and her talented father. Despite facing initial setbacks, including multiple attempts to gain admission to the art academy, Gurjanova's perseverance paid off. Her commitment to developing her skills led her to the evening department of the academy, where she began her career as a draftsman before transitioning into design.

Through her work, Gurjanova exemplifies how creativity and perseverance can drive success and inspire future generations of women entrepreneurs in Estonia and beyond. Let’s hear more from her in this one on one interaction.

Can you provide an overview of your extensive career as a design expert? What have been some key milestones along the way?

In 1994, I co-founded a design company with a Finnish partner, setting up an office in the old town and assembling a diverse team. We offered services from communication and graphic design to specialized design management for large corporations, serving clients in Estonia, Finland, and Portugal. Recognizing a gap in the market for Estonian export catalogs, we launched Gateway Estonia in 1996—a modern directory with a printed book, video, and Estonia's first CD-ROM. This directory, created with an American journalist and also translated into German, showcased Estonian export potential and was partly supported by the Ministry of Economy. While it gained success in California and was distributed to Estonian embassies, I learned an important lesson: such projects are best managed by public authorities like Enterprise Estonia, as they require substantial funding and demand validation. Despite interest, the lack of budget for the print run led to financial difficulties.

Could you elaborate on the key areas of expertise you've developed as a design and communications specialist over the years?

My passion for design management began with an exploration of its theoretical foundations. We integrated these principles into our company and extended our services to Finnish clients, including an energy firm, a shipyard, and a design museum. Our company not only offered design management consultations but also conducted lectures at design schools. I was particularly inspired by the 'design for all' concept, which led to our membership in EIDD Design For All Europe.

"I’ve Curated Several Traveling Exhibitions, Such As 'Estonian Design In Focus,' 'Size Doesn’t Matter,' & 'Second Chance"

In 2011, we initiated 'Tallinn For All' to tackle accessibility challenges. We created a model of the old town and solicited public feedback on areas difficult for pedestrians and wheelchair users. This input was instrumental in making necessary improvements.

Throughout my career, I have lectured internationally, contributed writings on Estonian design, and served as an expert and curator in various countries. Additionally, I have been a member of international design juries.

Can you provide an overview of the Estonian Association of Designers? What is the core concept behind the organization and its main areas of expertise?

The Estonian Association of Designers (EAD) was officially founded in 1997, evolving from its Soviet-era origins. With 170 members, EAD primarily focuses on product design but also includes graphic, interior, textile, and fashion designers. Though not a traditional trade union, EAD advocates for designers' interests, upholding high professional standards and a strict ethical code. We aim to showcase Estonian design as a key link between economy, culture, and technology, developing user-friendly environments and supporting entrepreneurship. EAD emphasizes quality and sustainability, preferring limited production over mass overproduction. Recognized by the government under the Act on Creative Persons and Associations, EAD receives support from the Ministry of Culture and engages in international relations to overcome local market constraints. Our funding sources include membership fees, services, the Estonian Design House, Culture Endowment grants, and EU projects, which support our global mission.

What are the major roles and responsibilities you shoulder as the President of Estonian Association of Designers? What are your key focus areas in terms of driving change through the company?

As President of the Estonian Association of Designers (EAD), I have taken on several key roles and responsibilities since 2004, despite initial hesitations due to my shyness and perceived inexperience. My primary duties involve representing the design sector in discussions with public sector bodies, educational and research institutions, and other creative entities.

My focus areas include helping designers find employment, organizing events that promote cultural and design exports, and facilitating educational initiatives and competitions. A significant part of my work involved collaborating with the Ministry of Culture and the Ministry of Economic Affairs and Communications to explore an Estonian design policy. This initiative was supported by the Danish Ministry and led to a research project by Per Mollerup, PhD, on national design policies. Although we did not receive full funding for the design policy, we implemented a project-based action plan. Notably, in 2006, we celebrated Design Year with initiatives such as the Estonian Design Award and the Tallinn Design Festival. By 2010, we established the Estonian Design House, which now hosts over 100 brands, reflecting our commitment to advancing the design sector in Estonia.

What do you consider to be the biggest achievements in your professional journey?

In my view, the greatest achievements in my professional journey include organizing the largest international design festival in the Baltics, which has consistently drawn 10,000 visitors over the past 19 years. This success is largely due to the dedication and hard work of our exceptional team.

Networking has proven essential in today’s world, and through EAD's membership in WDO, BEDA, and EIDD Design For All Europe, we have built numerous opportunities for global collaboration. My tenure as a BEDA board member from 2008 to 2014 was particularly enriching, providing valuable insights and connections.

I’ve curated several traveling exhibitions, such as 'Estonian Design in Focus,' 'Size Doesn’t Matter,' and 'Second Chance.' Our team has showcased Estonian design at events worldwide, including in the USA, Mexico, Japan, Italy, and France. A notable recent success was the 'Upmade in Estonia' exhibition and pop-up shop at the New York Design Festival in May 2024, reinforcing our commitment to sustainable design for the future.

Ilona Gurjanova, President, Estonian Association Of Designers

Success relies on a deep understanding of your field, the capacity to support your viewpoints with strong arguments, and a balance of friendliness with the ability to laugh at yourself. It also requires foresight and quick action. Remember, it's actions, not words, that truly set an example for others.