We caught up with the brilliant and insightful Kristi Täht a few weeks ago and have shared our conversation below.

Hi Kristi , thanks for joining us today. What do you think matters most in terms of achieving success?

Achieving success requires a combination of consistency, resilience, and adaptability. Consistency is essential because meaningful progress is made through sustained effort over time. Success is rarely the result of a single action but rather the accumulation of small, disciplined steps taken every day. Equally important is resilience—the ability to persevere through challenges, setbacks, and failures without losing sight of the ultimate goal. No worthwhile achievement comes without obstacles, and those who succeed are often the ones who refuse to give up.

Additionally, adaptability plays a crucial role. While consistency ensures ongoing effort, being flexible and open to change allows individuals to refine their approach when circumstances shift. Learning from experiences, making strategic adjustments, and continuously improving are key components of long-term success. Ultimately, success is achieved not just by working hard but by staying committed, embracing challenges, and continuously striving for growth

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I have dedicated my entire life to the textile and fashion industry, with the last 20 years being particularly significant. My journey began modestly, selling clothing from the trunk of my car—essentially anything I could find to sell.

Coming from a humble background, I faced challenges early on. My father passed away when I was just two months old, and growing up in the Soviet era meant that resources were scarce. Despite these difficulties, I was determined to build something of my own.

I eventually founded my own sewing company, starting with just two seamstresses. Within a few years, the business expanded to employ over 40 sewers. We provided manufacturing services for brands that lacked their own production facilities, and I also secured government contracts for projects supplying hospitals, the military, and the police.

As the business grew, I took out a bank loan to acquire 16 retail stores in Estonia under the brand name Marat. However, due to time and resource constraints, I later sold the retail operation to focus on manufacturing.

I then embarked on a new venture—building a factory. I purchased a partially completed knitted fabric production facility and completely restructured it. Over the next decade, I owned and operated a large-scale factory, producing more than 1,200 different articles each month. This factory was a significant part of my life and played a crucial role in my career.

Throughout this period, I had the privilege of manufacturing products for globally recognized brands such as Nike, Adidas, James Perse, Theory, Club Monaco, and Alexander Wang.

Here is my knitting mill website: www.qualitex.ee

Unfortunately, I had to shut it down last year due to the Ukraine war, as I could no longer source gas from Russia for production.

There’s more to the story.

I had been thinking about a bamboo brand for a long time, but the timing and market weren’t right.

“The ONOFF Essentials brand is backed by extensive knowledge and market research.”

On/Off Essentials stands as a testament to my unwavering commitment to creating clothing that supports your lifestyle—whether you’re tackling a demanding shift, working out, running errands, or simply unwinding. Made from 95% real, sustainable bamboo in Europe, our garments are more than just clothing; they are a symbol of comfort, resilience, and care for anyone looking to feel their best every day.

Our natural bamboo fabric is incredibly soft, anti-bacterial, hypoallergenic, UV-protectant, and 100% chemical-free—making it ideal for everyone, from professionals to active individuals. It’s moisture-wicking, breathable, and odor-resistant, ensuring you stay fresh and confident, no matter where the day takes you.

Designed for both performance and relaxation, our garments effortlessly blend health benefits with style. Whether you’re on the move or embracing a moment of rest, On/Off Essentials is crafted to support you.

At On/Off Essentials, we’re more than just a clothing brand—we’re a movement toward sustainable comfort and well-being. Join us in making an impact with bamboo clothing that feels as good as it looks.

Can you share a story from your journey that illustrates your resilience?

My resilience stems from my desire to achieve more and pursue greater opportunities. One particular story that highlights this determination occurred when I first arrived in the United States. I discovered a company called Theory and was eager to work with them. However, I soon realized that the only way to secure an opportunity was to connect directly with the CEO in New York City, as he was the primary decision-maker.

Through a series of connections—approximately six to eight people—I managed to obtain his email address. I still remember sending my first email; I was so nervous that my hands were shaking. Unfortunately, I received no response. Undeterred, I sent several follow-up emails, but again, there was no reply. Refusing to give up, I made a note in my notebook to send the same email every Friday.

After six months of persistence, I finally received a response. It was a simple sentence: “Just send your samples.” I was overjoyed. Once he received my samples, I repeatedly requested a meeting—approximately ten times—until he eventually agreed. This experience reinforced one of my core beliefs: persistence pays off.

One of my favorite words is consistency—and this journey exemplifies its power.

Has your business ever had a near-death moment? Would you mind sharing the story?

Over the past 20 years, I have had the privilege of employing many people, and with that responsibility comes both rewarding and challenging moments. Like many business owners, I have faced times when we came dangerously close to missing payroll. Running a manufacturing business is particularly difficult because there are so many variables outside of your control—market fluctuations, supply chain disruptions, equipment failures, and unforeseen economic downturns. Despite meticulous planning, unexpected obstacles can arise that put financial strain on even the most well-run companies.

One of the most valuable lessons I’ve learned through these experiences is the importance of transparency and communication. In difficult times, employees deserve honesty. When challenges arise, I believe it’s crucial to talk to your people, explain the situation, and reassure them that a plan is in place. People appreciate honesty, and in my experience, when a team understands the reasons behind financial struggles, they are more likely to stay committed and work together toward solutions. Leadership isn’t just about making the right decisions—it’s about fostering trust, especially in moments of uncertainty.

Beyond communication, I cannot overstate the importance of strategic planning. In business, hope is not a strategy. You cannot simply assume things will work out; you have to be prepared for multiple scenarios. For this reason, I have always operated with contingency plans—Plan A, B, and even C—to ensure that we are ready to adapt when circumstances change. A business leader must be proactive rather than reactive, anticipating potential risks and putting safeguards in place to mitigate them.

At the end of the day, resilience and adaptability are what separate businesses that survive from those that don’t. The challenges I have faced over the years have only reinforced my belief that success in business isn’t just about profit margins or efficiency—it’s about people, planning, and the ability to navigate adversity with clarity and determination. While near-misses and financial hardships are part of the entrepreneurial journey, they also provide invaluable lessons that shape stronger, more prepared leaders

Contact Info:

• Website: https://onoffessentials.com/
• Instagram: https://www.instagram.com/on.off.essentials/
• Linkedin: https://www.linkedin.com/in/kristi-täht-6094a369