Kingdom of Dreams
“I believe in fairies, fantasies and the boundless power of imagination. And I know I am not alone. These jewels are the key to one’s inner paradise – the kingdom of dreams.”
– Tanel Veenre
The Brand
Tanel Veenre is an Estonian jewellery and fashion brand renowned for its whimsical, dreamlike aesthetic. Since its inception, the brand’s distinctive jewellery collections have grown into one of Estonia’s most recognized design success stories, earning an international following.
The slogan “Kingdom of Dreams” embodies the spirit of the brand. Tanel Veenre invites us to believe in fairies and miracles, winged seahorses and berries dusted with cosmic stardust—visions that feel like long-forgotten memories from the gardens of paradise.
Every Tanel Veenre jewel is created with exceptional care, passion and dedication.
Earberries
Earberries are among the lightest and most colourful earrings in the world. Effortlessly elegant yet delightfully bold, each pair weighs just 2–3 grams, making them almost feather-light to wear.
More than jewellery, Earberries are a tactile and visual experience. Their signature reflective Cosmic Dust finish creates a unique velvety surface that catches the light unlike anything else.
All Earberries and Fruits of Paradise jewellery are handcrafted in Estonia at Tanel Veenre’s studio in the heart of Tallinn’s Old Town.
The Studio
This is Tanel’s studio in the heart of Tallinn’s Old Town, where every piece begins its journey. Trained as a goldsmith, Tanel personally creates the first prototype of every jewellery design by hand.
In recent years, the Tanel Veenre brand has expanded into fashion. Yet creativity and a playful spirit remain at its very core. Every textile print is designed by Tanel Veenre himself, and each garment is developed using an almost zero-waste cutting approach.
The result is a collection of wearable works of art that cannot be found anywhere else in the world. True to the spirit of an independent designer brand, every piece is produced in highly limited quantities—typically between one and ten items.
Among the brand’s most beloved creations are its silk accessories and loungewear, including pillowcases, sleep masks, pyjamas and flowing kaftan dresses.
Sustainability
All Tanel Veenre products are designed by the brand’s founder and creative director, Tanel Veenre.
All our fabrics are designed directly into the cutting layout by Tanel Veenre, following the principles of zero-waste production. The fabric is not produced in rolls, but only in the exact quantity needed to make a specific product. Small cutting remnants are used for belts, pockets and other details – almost all of our silk products have pockets 😉 – so that very little material is left over.
The sleep masks are filled with by-products from silk production.
To minimise material waste, all rain ponchos are designed directly into the cutting layout and produced in Tallinn by experienced seamstresses at AIKO Sewing.
All kaftans, dresses, trousers and blouses are sewn in Räpina, Estonia.
Our silk is produced and printed in China and is OEKO-TEX certified.
Our production partners have been independently assessed under recognised social auditing frameworks such as SMETA. SMETA audits assess working conditions, workers’ rights, wages, working hours, occupational health and safety, environmental management and business ethics. The audit results were very good, and no significant violations or deficiencies requiring intervention were identified in any of these areas.
All the beloved hit products from Tanel Veenre’s Kõrvamarjad and Fruits of Paradise collections are made in Tanel’s studio in Tallinn Old Town. Each piece of jewellery is carefully hand-painted and covered with cosmic dust.
Tanel Veenre silver jewellery is made in Tallinn and China, following the principles of sustainable production. The majority of the silver used is recycled, although it is difficult to provide an exact percentage.
Heartfelt gold rings are made in Estonia.
The most important aspect of sustainability is the longevity of our products. Tanel Veenre is a quality-driven brand with a strong identity, and its products are created to be consciously purchased, worn and treasured.
Effective customer service is also important: our master jeweller repairs all broken jewellery, and in the case of lost or damaged pieces, we always find a solution. This allows each piece of jewellery to remain in use for as long as possible.
Our products have a strong second-hand market. Items made from silk, natural pearls and precious metals are not simply thrown away – they are valuable and durable objects to be treasured and passed down from generation to generation.
Worn and loved
Tanel Veenre is cherished by modern, urban women who value distinctive design and refined individuality. The brand is a favourite among stylists, artists and public figures, including former President of Estonia Kersti Kaljulaid, former First Ladies of Estonia Evelin Ilves and Sirje Karis, Olympic champion Kelly Sildaru, former EU High Representative for Foreign Affairs and Security Policy Federica Mogherini, internationally renowned drag artists Aquaria, Naomi Smalls and Violet Chachki, Chinese fashion blogger and style icon Wanwan Lei, Eurovision finalists Alika Milova and Elina Netšajeva, the girls of Vanilla Ninja, and singer and muse Viktoria Modesta. Kaja Kallas, EU High Representative for Foreign Affairs and Security Policy, was married wearing Tanel Veenre jewellery.
Tanel Veenre cufflinks have also been presented as official gifts during state visits by the President of Estonia.
Whether worn every day or on special occasions, Tanel Veenre offers distinctive accessories that complement every style with effortless elegance and character.
International
Tanel Veenre’s mystically captivating jewellery has received international recognition. His exhibitions have travelled from Berlin to Bangkok, and his work has been showcased in the windows of the legendary London department store Selfridges.
His collections have been featured in leading international publications such as Vogue, W Magazine and L’Officiel.
