What? Can? I? Do?

A childish, quick fire interview with Paade Mode founder Linda Raituma and designer Edite Kirse

Interviewer: Katie Kendrick (K)
Interviewees: Linda Raituma (L) & Edite Kirse (E) Paade Mode


K: What did you do for the first 30 minutes of your day?
L: My day starts with a 20 minute hot shower, an espresso… then I wake up my family.
E: My day starts with my daughter waking up first, she’s an early bird 6:30am… even at the weekend! a spot of procrastination…then coffee….then breakfast for kids that’s the first 30 minutes.

K: What are you most into right now?
L: Learning to be patient and calm…
E: This is going to be embarrassing, at the moment I’m really into Greys Anatomy. I’m on season 14…(giggles) I’ve seen it all before but I love it! K: What were you into at 9 years old?
L: I was a very serious and good girl.
K: Really!?
L: Yes…I lived in the countryside. I spent a lot of time in nature playing in the forests, with friends and reading a lot. A very good girl.
E: Well… (thinking) I was very much into Lego and climbing trees. L: We had something in common! E: …I sneakily bought myself rollerblades without my parents knowing…. L:… you hear the city girl answering (giggling!)

K: What brought you to kid’s fashion?
L: Without 10 sentences this question is hard for me… it was always a dream to run my own family business, a creative family business. Previously I had built a very successful career in the financial industry but I’m happy that I made this decision so I have more time with my family. It’s healthier for my family.
E: I studied graphic design and illustration, in the beginning, pieces for websites but this was quite static design in a way. Fashion brings freedom to pull from different fields of design from architecture to painting, there’s such a huge amount of things to gather inspiration from, so this creativity really pulled me in…
L: Actually…. Linda got Edite into kid’s fashion. (Laughter x3)

K: What is the most rewarding thing about being a mum?
L: It’s more about the human qualities in the kids I see their values. That’s important.
E: I think my idea is very similar to Linda’s but what I really like is when I see my kids do things in a way and not making the same mistake that I would have made. You see an evolution, that my being and guidance has avoided them doing, something that I might have done wrong at their age.

K: Nature or nurture?
E: Yes…
L: You know Katie for me it’s important when I see my kids dreaming/ setting goals and achieving them…it makes me smile.

K: What food did you hate as a child?
L: Onions… every kind of onion in every way ever.
E: Corn, cucumbers, paprika, mushrooms…. I was a picky eater.
K: Now?
E: I eat it all and my kids are not picky eaters yes. (Cheers of Yay!)

K: What is the secret to good parenting?
L: Parent’s behaviour.
E: Going with the flow…parents should learn to not to have very high highs and very low lows…they should be the steady (influence) in the kid’s lives. The child might have highs and lows but if the foundation is steady they are secure on the right path.

K: What question do you least like answering?
L: That kind of question…. E: Exactly…. (Laughter x3)


K: Can you learn from your children?
L: They teach us what life is all about…all the time.
E: Absolutely, definitely… I see it every day. My son is exactly like me, he’s my mirror. I can look at him and see what I need to do.

K: Can you play sport?
L: Yes…my evening run is not regular….(giggles)
E: No.

K: Can you teach me a Latvian saying?
L: You know the English expression ‘love you’ I use this in Latvian about 10 times a day with my daughter when we have finished our conversation. In Latvian it’s….’ Milu’
K: I love that ….Milu! I thought that was going to be more painful!
E: I’m going to torture you because the one that I was thinking about was when you toast somebody you know ‘ for a good health’. My husband is Sweedish and he has trouble with this. .”Uz veselību” K: OOO ves a libo…..oo ves a libo….is that good? (Lauging x3) I love this oooh ves a libo… Milu… Milu… E & L: Wonderful….

K: Can you suggest a Netflix must?
L: No Netflix but I love Game of Thrones… E: Grace and Frankie and all the cooking shows…. Love them! I Complete the following sentences


K:: I am the best at…
L: …hugging my kids.
E: …cooking and procrastinating. It’s my one f law.

K: I love the Summer because…
L: …it’s warm and sunny in my country and we can spend more time with family travelling.
E: …of the summer evenings, they’re magical when it’s 9 p.m, it’s still warm and there’s a little bit of sun.

K: I went to the market and I bought a…
L: …vegetable(s).
E: …a free-range chicken.
K: Expensive! (laughter x3!)

K: I work hard at…
L: …Paade. E: …Paade.

K: I would like Paade Mode to…
L: …live forever season to season inspiring you, and our customers.
E: …to be in as many kids wardrobes as possible. Even if it’s just one piece, one special piece that your sister can inherit :-)


K: Do you have a favourite Paade Mode design?
L: Dresses, all the dresses
E: I love the knitwear, chunky knitwear…I want it on me. K: Do you like heels?
L: Yes…10 to 12 centimetres the highest ones.
E: Me too, but I don’t wear them because they hurt.
K: I like them when I go to something special.
E: For when you get out the car you walk 5 steps ..have dinner…then you finish… you walk 5 more steps and go to the car :-)
L: They’re very good fitness for your body, when I was working in the bank I had to wear heels every day it’s very good for your core (laughter x 3)

K: Do you have a piece of advice for startup labels?
L: Yes, startup labels should test the idea or products and then afterwards concentrate their attention and energy only on where they are the best. Don’t try and do everything, don’t try and follow…. set your own standard and quality in the market. There are lots of brands following with nice designs but no identity. If you don’t have focus you won’t have good results…
E: From my side, it’s something that I’ve learnt with Linda… you can be a designer and you can have amazing ideas but you should remember that if you want a business you need the business foundation. You need to know your excel sheets, money sources etc It’s very important if you don’t have this knowledge yourself you need to hire someone to do it because you will not be able to sustain a floating business without this element of the business.

K: Do you have a design God?
L: We have a very close relationship a strong connection we have a button god! We have very specific gods for example, what does the button God mean? Well, when you can’t find a button… you sit with a big box of buttons… you say ‘button god! at that moment the button emerges…. We have a lot of stories about different gods….if the Internet doesn’t work we sit and shout Wi-Fi gods ! where is the Wi-Fi! ….and it comes. Joking aside it’s Celine ;-)
E: I think for me it’s Chanel.
K: I love the button God! (laughter x 3)

K: Do you have a pet?
L: Yes a grey cat name Minkas….you know it’s the oldest brother of Edite’s cat
E: My cat is Linda’s cat’s sister and her name is Sanza from Game of Thrones.
K: Your cats are siblings!!!!
L/E: laughter ;-) …..

K: Do you have a piece of travel advice?
L: Always put fewer clothes in the suitcase.
E: With kids rent a place with a kitchen.

K: Do and do not ? (complete the sentence)
L: Do your own thing and do not follow the masses.
E: Do get enough sleep (no it’s really important) and do not overeat.

K: What can I do?

L: Keep smiling and inspiring!
E: Keep the fabulous amazonian hair I adore it!
L: One season, I think you straightened it? ;-(
E: I would kill for hair like that!
K: I’m embracing the curls this season!

K: Milu Ladies!!!!!


Paade Mode website