How it all started

How was Karloova born?

The story of Karloova began in 2016 in Tartu, in the Karlova district. From a casual conversation grew the idea of creating activity toys for babies that would be developmental, beautiful, and calm in appearance at the same time. The aim was to offer parents something more than just a toy – products that support a baby’s development during the first year of life and blend harmoniously into the home interior.

This is how the first Karloova toys and activity products were born – carefully designed, safe, and supportive of a baby’s development. From the very beginning, it was important to use high-quality materials, ensure product safety, and create toys that would not overwhelm a child with excessive colours or details.

Karloova is a story of simple, timeless design and heartfelt craftsmanship. For many years, this journey was led by Katri. Today, she has taken on new challenges and entrusted the future story of Karloova to me – something that is both a great honour and a great responsibility for me.

My own journey with Karloova began long before I became the owner of the brand. I have been part of creating Karloova products from the very beginning, and all of our products have been made by my own hands. Today, I am the one standing behind Karloova – with its heart, hands, and ideas.

As the new owner of Karloova, I continue to carry forward its distinctive and timelessly simple style, combining craftsmanship with creative direction. For me, it is important to preserve Karloova’s original idea – to create products for babies and small children that are thoughtful, safe, developmental, and aesthetically calm.

Every product that leaves here is made with care and love. Karloova remains true to its original values while also moving forward, step by step, into new stories.

To me, Karloova is more than a brand – it is a continuation story where love for children, respect for craftsmanship, and the desire to create something truly meaningful come together.

Welcome to follow the Karloova journey!
Evelin Tartu
Current owner and creative director of Karloova