The Story

I’ve been a writer for as long as I can remember. First an avid reader, books were my hiding place, my comfort, my source of joy.

My writing career started with sloppy love poems at age seven. A fiction book at twelve, still hidden in my drawers. A hand-written family newspaper in my preteen years. I became a published journalist at 16 in my home country of Estonia, earned a Master’s in Journalism, and spent my twenties chasing real-life stories the way some people chase stability - restlessly, moving across six countries and three continents.

Along the way, I fell into digital marketing. For over a decade, I’ve worked behind the scenes of personal brands and coaching businesses - building launches, writing campaigns, learning what makes people pay attention and what makes them stay.

But something was always missing. I wasn’t interested in marketing formulas or selling whatever worked. The brands I admired most were those willing to say who they actually were and stand behind their beliefs.

I trained as a transformation coach and spent over a thousand hours sitting across from women in the middle of unravelling their lives, helping them rewrite the stories they told themselves into ones that felt true. I facilitated Women’s Circles, ran workshops from Sydney to Berlin to Tallinn.

And then, I lost my hair.

Alopecia arrived without warning and stripped away everything I was still curating, every version of me that wasn’t quite real yet. It was the end of a woman defined by her hair, and the birth of someone more than that.

Bangs & Ginger was born from all of it. The name is a nod to who I was and a wink at who I’ve become - someone bold, a little fierce, forging her own path.

Everything I’d done suddenly made sense: the journalism training that taught me to find the real story, the marketing expertise that taught me how to make it land, and the coaching work that taught me that people don’t need louder messages, they need truer ones.