Meisi Volt has had an impressive career run from an artistic small town Pärnu girl to an influential fashion journalist. AEGAON brought Meisi back to where it all started – Ammende Villa. Along with our newest collection of women's watches – "Iris," photographer Virgo Haan and lots of imagination.

Your journey began right here in Ammende Villa. How did that happen, and what has your journey back here been like?

I once photographed a beautiful woman in the same suite where we’re shooting now. Her husband worked at Ekspress Meedia, with Eesti Päevaleht. He liked my photos so much that he recommended me for a job as a photographer. After three interviews, I got the job and soon became the deputy head of the photo department, organizing photographers' work across Estonia. So yeah, Ammende Villa is where my media career started.

As a child, I loved drawing paper dolls and designing clothes for them. I also attended art school, so there has always been an artistic soul in me. In middle school, I did a research project on Coco Chanel’s life and design, and at the time, she inspired me immensely. However, at some point, I discovered photography so fashion had to take the back seat for a while. I photographed many events and portraits, and my friends and I even made fashion series. My interest in fashion and local design developed in my 20s when I worked as the managing editor of the Elu24 portal covering fashion events. Gradually, I moved away from entertainment, and one day I found myself writing fashion stories for Õhtuleht. Later, I became the web editor for Anne & Stiil and fashion editor for Buduaar. 

At some point, I wanted to see what things were like on the other side, so I transitioned to fashion marketing and communications. It wasn’t long before I received a job offer for the PR position at the Pärnu-based local design store Siluett and also as press officer for Tallinn Fashion Week, both of which I gladly accepted. I’ve also made it my mission to feature local design and fashion and share style inspiration on my own channels, like @ameisiel on Instagram.

Speaking of local design, we introduced unique colors in the "Iris" collection that are hardly found on the global watch market. How do you think they fit into the fashion world?

Oh, these are very unique and multi-layered colors! None of the watches are exactly what they seem at first. Only when you hold them and wear them do you see how the intriguing colors reflect off the surface. I love that the minimalist design allows the colors to really shine. My favorites are the green watch, which will definitely be trendy this fall and winter, and the bright blue one, which symbolizes a positive outlook and sincerity for me. 

What inspired you to choose outfits and accessories to pair with the watches, and what was your approach for each set?

I’m a known lover and wearer of colors, so playing with different tones was incredibly exciting—totally my thing! Each watch has a main color and a hidden extra hue that comes alive when light hits it.

Autumn is a time of colors, but how seasonal do you think "Iris" is, and where do you see it fitting in?

Of course, I’d love to have an Iris for every season and occasion, hehe! As I was putting the outfits together, I realized that thanks to its size and slim design, this watch pairs perfectly with gala dresses or  even on the red carpet. People often forget their smartwatches on when wearing a formal dress, and it just doesn’t look good. The Iris series is ideal for filling that gap.

The small design doesn't get caught on anything, so it's also comfortable for daily wear. I can sometimes be a bit clumsy and bump my watch against various surfaces, but with such a stylish and slim watch, that's not a concern. Iris is a great accessory to complement a minimalist black or grey outfit, or to enhance a more vibrant, expressive look.

Let’s be honest— not all women dress as boldly as you. The outfits you chose for this session aren’t exactly everyday choices. Some are quite over-the-top. Why such bold selection and what would you recommend for more reserved women?

I love when photoshoot outfits are larger than life! I’m not interested in seeing fashion "advisors" wearing jeans, a t-shirt, a simple blazer or jacket, and some famous brand’s bag. That’s so boring! Sure, we wear clothes like that daily, but there’s nothing inspiring or imaginative about it. Special occasions should be the ones where we put a little more thought into how we coordinate our looks. Even women with a more minimalist style can look very interesting! If you don’t have ideas but want to experiment, it’s always worth asking for advice from your style icons, a stylist, or even the staff at designer stores, who have a good eye. I’ve discovered some fantastic outfits while visiting vintage shops or trying on clothes in local designer salons.

For a more reserved woman who loves casual style, a watch like this is actually the perfect accessory. It adds a personal touch to your look. You can pair the watch with a wedding ring or a beautiful bracelet, and that’s enough. You don’t need much. Such a watch as Iris brings a lot of personality to simple black, grey, beige, or jeans without being overly flashy.

If a man is reading this article and wants to make "Iris" a gift to a certain lady – is there an age limit and how should he choose the right one?

The first thing I’d suggest is to open her wardrobe and see what colors she wears the most. Then you’ll know what outfits the watch could match with. If she’s an important woman in your life, you likely already know her favourite colour, hair shade, and eye colour, so you’ll have a sense of what would suit her best.

"I think, the Iris has such a timeless design that there really can’t be an age limit. The colors are both playfully youthful and mature enough—anyone can find a worthy companion in this collection".

Fashion comes and goes. We’ve tried to keep a more timeless approach in our designs, aiming for longevity over fleeting trends. As a fashion professional, do you think this is possible? What does fashion give us?

Yes, fashion is constantly changing, and micro-trends often emerge that may last a month or less. So, it’s not worth chasing every direction the wind blows. Fashion is inspirational, and we can find new, exciting ways to style and wear the pieces already in our closets. For example, keychains no longer just hold keys—they’re now hanging from handbags. Stylish men’s ties have made their way into women’s fashion, and grandfathers' favourite knitted vests are back in style.

But the key is to think about yourself first—what is my body shape, and what’s my skin tone? Not every dress cut or fashionable color will suit everyone. A unique style should be the foundation of everyone’s wardrobe, with trends playfully complementing it.

Finally, the question we always ask everyone—what does "time" mean to you, and how have you come to understand it?

Time is our most valuable resource, affecting every area and aspect of our lives. I’ve come to realize this more and more. I believe that misusing time has worse consequences than being careless with money. I increasingly think about whether a certain job, company, or event is worth my time, and I weigh it against other activities and my health. It makes decision-making easier and helps me use my time wisely. Lost time can never be regained, so life should be lived as fulfillingly as possible. Do things that bring joy, feed your mind, and nourish your soul.