Interview with Laura Ryyberg - Crush Event Decorator

It was one of those Instagram DMs that changed your life. And in this case: changed Crush. 

That's how I genuinely believe after receiving a kind note from Laura Ryyberg, an innovative event designer, and her stepping up to volunteer to help with Crush event production. 

When you will attend Crush 2025, you will see and feel the difference, because we have built the experience in a new way. Laura will magically transform the Helsinki Stock Exchange Building to reflect more Crush branding. Read more why Laura is your new biz BFF when you want to transform your events, big or small. 

Meet Laura Ryyberg

Laura is an event designer, wedding planner, and decorator. She is originally from Estonia and has lived in Finland for over 10 years. Her background combines creativity and business — she studied marketing, advertising, and fashion design in Tallinn, visual merchandising at Helsinki Design School, and event design in Los Angeles.

You have impressive background, can you tell us more about your journey? 

Laura: I’m passionate about all things visually interesting and expressive, and I love bold ideas that stand out. Alongside my creative work, I’m also building a growing community of Estonian female entrepreneurs in Finland — a network that already includes nearly 900 inspiring members. Empowering women and bringing together visionary, rebel-minded leaders is something I pour my heart into. I’m also a mom of two, a wife, and I absolutely love to travel.

 Tell us about your business and work in the event industry. 

Laura: I work as an event designer and decorator, and I’ve had the privilege of designing dozens of events and weddings, especially during the summer season — sometimes up to 40 weddings in just a few months. While I’m not personally present at every wedding anymore, I continue to lead the creative direction and collaborate closely with trusted partners.

 I also serve on the board of Visualistit ry, where I advocate for the value and future of visual marketing. I believe the role of a “visualist” has evolved, and it’s important to redefine what that means in today’s creative industries.

One of my innovations is Deco Van — the world’s first mobile rental decor service. It’s a vibrant, art-inspired truck filled with everything needed to create a stunning event space. It’s a fun, cost-effective, and time-saving way to bring professional-level design to any location.

That's genius! Tell us about your journey and how you ended up starting this business.

Laura: My journey began with handmade cake toppers and custom party decorations for children’s birthdays. The demand grew quickly, and I expanded to include balloon arches and larger party decor.

While collaborating with photographers, I developed a unique Christmas photo studio concept — which turned into a 45-minute TV episode that’s now aired every Christmas Eve for several years. That was a huge milestone for me.

After decorating more and more events, things took off. Following my own wedding, I received two recommendations — which led to 20 weddings in first year. That’s when I knew this was more than a hobby. Today, I collaborate with some of the most popular wedding venues in Finland. I also do a wedding decor for a tv show in Estonia every year.

What was the defining moment you realized you wanted to do something different?

Laura: In the beginning of my wedding planning career, I thought I needed to follow traditional aesthetics — white, elegant, soft-toned styling. But I’ve always been drawn to bold colors, playful elements, and expressive design. When I chose to stay true to my own visual language, everything changed. It attracted the right clients and opportunities, and helped me build a brand that stands out in wedding industry.

What have been the most significant challenges as a business owner?

Laura: The biggest challenge has been balancing creativity with the practical demands of running a business. It’s easy to get lost in the passion, but building sustainable systems, trusting a team, and also learning to say no have been essential for long-term growth.

What about your biggest learning you’d like to share with others?

Laura: Stay true to your vision — even if it doesn’t fit the norm. Authenticity attracts the right people. And also: don’t be afraid to start small. Every big thing I’ve built began as a tiny idea or side project.

Tell us how you are a Rebel Leader.

Laura: I bring people together, challenge outdated norms, and create space for bold ideas. Whether it’s through events, design, or community work, I’m not afraid to do things differently. Building a strong network of Estonian female entrepreneurs in Finland is just one example — it’s a movement that empowers women to take charge of their dreams and futures. We already have almost 900 members in less than 2 years.

Why did you want to be part of Crush – and what will you be doing at Crush 2025?

Laura: When I first discovered the Crush Movement, I felt an immediate connection — like I had found my people. Since I’m already building a strong community of Estonian female entrepreneurs in Finland, it felt natural to align with a movement that’s all about rebel leadership and collective power. I reached out to the Crush team right away, offering my ideas and network to help co-create something unforgettable.

I believe everyone deserves a real shot at making their wildest dreams happen — and doing it together is always more powerful than going alone.

At Crush 2025, I’m honored to be part of the event design and production team.

And we are so honored to be working with you. What do you offer for the Crush community, and where can we find you?

Laura: I want every woman who has made a decision to take full ownership of her life to know what Crush is and feel part of it. For the Crush community, I bring creativity, connection, and a passion for making the impossible feel doable. Together, we can change the game!

You can find me on Instagram: @lauraryyberg_dc, on LinkedIn: Laura Ryyberg and see more work on my website: www.lauraryyberg.fi

Join us at Crush 2025 to see Laura's work and to connect with her!