Running a business with her sister: Triin Kruus on keeping each other’s spirits high

Behind the Estonian brand Ada Johanna lies a family memory that has grown into a successful business, one that allows its founders to make their dreams a reality and continue evolving.

What inspired you to become an entrepreneur?

The decision came quite naturally for my sister, Triin Sarapuu, and me, because we have both always had a strong desire to create something that truly belongs to us. At some point, we realised that if we did not bring our ideas to life ourselves, they would remain just ideas.

The Ada Johanna brand was born out of a shared need to create something that reflects our essence and values. We wanted to build a brand that is not just a product, but one that conveys our mindset and aesthetic values. Entrepreneurship was the logical next step – it gave us the freedom to bring our vision to life.

What does your company do?

We focus on custom-made luxury scented candles and home fragrances. All our products are handcrafted in Estonia, in collaboration with master perfumers from Grasse, the perfume capital of France.

Ada Johanna was born out of a love of scents, memories, and creating a cosy atmosphere. It is more than just a brand, it is our way of bringing a touch of luxury and warmth into everyday life, connecting beautiful moments with lasting memories.

The inspiration behind our products comes from our grandmother, Ada Johanna. She was a true Estonian lady, whose taste and sense of harmony are reflected in all our fragrance blends. Her favourite scents – lilac, jasmine, and lily of the valley – help us create a unique and personal atmosphere. Each candle and home fragrance is designed not only to provide warm light and a pleasant aroma but to shape moments we want to cherish in our days – whether it is a peaceful evening at home, a special gift for a friend or a mindful moment just for yourself.

What does entrepreneurship give you?

Entrepreneurship gives me freedom and creativity, the chance to decide for myself what kind of brand we want to build and what impact it will have. It also means constant growth: every day brings new challenges and opportunities that push me to think, learn, and step out of my comfort zone.

The greatest reward is knowing that we are creating something that truly belongs to us and seeing how much it matters to others. Responsibility is key, too. When you work on your own brand, every decision affects someone or something. And of course, our clients’ feedback, emotions, and gratitude bring us joy. Knowing that someone chooses our product and makes it a part of their daily life is priceless.

Entrepreneurship also gives me immense energy. Even on tough days, I no longer feel drained – instead, I see that I am building something bigger than myself. That feeling is addictive.

What are the three most important things to consider before starting a business?

1. Do you have a clear vision?

Entrepreneurship is more than just an idea. The idea is just the beginning; a business is only born when you know why your product or service needs to exist. Who truly cares about it? A strong vision makes it easier to make all other decisions, from branding to pricing.

2. Are you ready for the long haul?

Entrepreneurship is not a sprint; it is a marathon. Results take time. Do not worry if it sometimes feels like you are taking two steps forward and one step back. It is important to evaluate your time, financial resources, and mental resilience.

3. Do the partnership and division of roles work?

If you are building a business with someone else, honest communication, trust, and clear responsibilities are essential. A good partner in business is like a second engine: when one gets tired, the other keeps things moving. A strong team is the foundation of success.

Why did you choose LHV as your financial partner?

We chose LHV because it is a bank that genuinely supports entrepreneurs. They are flexible, fast, and understand the needs of small and growing businesses. We highly value LHV’s smart digital solutions, ease of use, and transparent service.

At LHV, we have experienced how seriously they take entrepreneurs, even those just starting their journey. Their supportive approach gives us confidence that we have a reliable partner who thinks alongside us.

For Ada Johanna, it is important to pass on Estonian values and traditions. Naturally, we want to settle with an Estonian bank that honours local business culture. LHV supports innovative thinking, invests in Estonian initiatives, and provides solutions that help businesses grow.