Store in Spotlight #3: SULA Design Store

The third online store in our new series, Store in Spotlight, where we showcase new and upcoming online stores and the entrepreneurs behind them, is SULA Design Store.

What is SULA Design Store?

SULA Design Store is a new design store for the Estonian market, focusing on a curated selection of high-quality designer products from smaller brands and manufacturers. SULA was founded by Evert, a former extreme sports athlete. Evert, also answered a couple of our questions about his e-commerce journey:

What is your background, Evert?
Evert: “I am probably not the most typical e-commerce entrepreneur, as I am a former blader, extreme sports athlete, and boxer who has also worked 12 years in aviation. So, not the most typical CV of an online store founder.”

Evert, founder of SULA Design Store.

Why did you start your own online store?
Evert: “I started SULA because I have a deep appreciation for unique and beautifully crafted designer goods. I wanted to create a platform where people could discover and purchase high-quality, thoughtfully designed items that add a touch of elegance and personality to their lives. I felt inspired to bring together exceptional products from talented designers and share them with a wider audience.”

What has been harder about running your store than you anticipated?
Evert: “One of the most challenging aspects has been the sheer volume of emails! I never imagined I’d spend so much time in my inbox. From coordinating with designers to responding to customer inquiries, it sometimes feels like I’m swimming in a sea of messages. Balancing this with curating new products and managing the store has been a real juggling act. It’s all worth it, though, when I see happy customers and beautiful products coming together!”

What is your favorite product from your store?
Evert: “It’s hard to pick just one, but if I had to choose, I would say our Samelin boots. These boots are crafted with meticulous attention to detail and high-quality materials, making them not only stylish but also incredibly durable. They perfectly embody the essence of what SULA stands for: timeless elegance and exceptional craftsmanship. Plus, they’re so versatile—they can be dressed up or down, making them a staple in any wardrobe.”

Samelin boots at SULA Design Store.

What is your one recommendation for new online stores?
Evert: “My top recommendation is to focus on building a strong brand identity. Know what sets you apart and communicate that clearly to your customers. Whether it’s through your product selection, your website, or your social media presence, make sure that everything reflects your unique vision and values. Consistency and authenticity go a long way in creating a loyal customer base.”

What would you say to people who are thinking of starting their own store but haven’t made the jump yet?
Evert: “Just go for it! Starting your own store can be daunting, but it’s incredibly rewarding. Do your research, plan carefully, and be prepared to adapt as you go. Don’t let the fear of the unknown hold you back. The journey will have its challenges, but seeing your ideas come to life and connecting with customers who love the products you offer is an unparalleled experience.”

Evert doing his stuff.

Thanks to Evert and SULA Design Store! Wishing you lots of sales and a fun (and extreme) journey.

SULA partnered with Hertwill to sell high-quality products from designer brands without needing their own warehouse. If you want to do the same, sign up for Hertwill here.