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Ann-Kristin Kruuk
Ann-Kristin is a creative director with a pragmatic streak and a particular appreciation for businesses that look good and know how to make money.
Having grown up with a costume designer mother who saw beauty everywhere (and made sure everyone else did too), Ann-Kristin has an eye for detail that borders on obsessive. It’s the small things—the curve of a typeface, the perfect placement of a logo, or the way an event feels—that she believes make all the difference.
Her career spans everything from managing marketing for luxury brands to building B2B platforms and crafting visual strategies for premium retailers. Whether it’s developing an e-commerce strategy or hosting an industry event, her approach is always the same: start with beauty, keep it human, and don’t lose sight of the bottom line.
Ann-Kristin is at her best when balancing the old and the new. Her love of Asian prints, Italian design, and vintage illustrations informs her work—but so does her belief that brands should adapt to the present without losing their soul.
She is also a writer—apparently a very good one, though she’s the first to admit it’s a skill she’s somewhat neglected in recent years. From business media and bestselling books to content strategies, her writing has always been informed by a journalist’s curiosity and a marketer’s knack for storytelling.
Living in Riga after moving from Moscow (the war made that decision clear), she’s learned to find joy in connecting with people, whether over business or a common idea of the wonderful. Paris keeps seeing her, Tallinn lingers in her memory, and Riga keeps her amazed.
She speaks Estonian, English, Russian and passable French.