SHAMAMA - by Artshamama - liistamm Tamm

What SHAMAMA - by Artshamama - liistamm Tamm does

SHAMAMA is a direct-to-consumer Estonian artisan brand created and operated by multidisciplinary artist and restorer Liis Tamm through OÜ Teine Perspektiiv. The brand sells original mixed-media paintings, limited-edition archival prints (capped at 100 copies each), and a SHAMAMA activewear line branded 'Kaskele', alongside premium yoga and meditation mats, tote bags, and accessories, all custom-made-to-order through print-on-demand and specialized manufacturing partners. Underlying craft is built around natural pigments, flower-based inks, the artist's proprietary moon blood (kuuveri) technique, hand gilding, and digital finishing, with prints produced on acid-free, OBA-free Fomei paper using Lucia archival inks.

The business operates exclusively through its own e-commerce storefront at artshamama.com, shipping from Estonia to domestic, EU, and international buyers with self-pickup available in Kaarepere, Jõgevamaa. Revenue is one-time transactional across small-ticket prints and merchandise (€25–€214 for prints; €29–€89 for accessories; €89 for yoga mats) and occasional high-ticket originals priced up to €35,000. Customers are primarily individual wellness practitioners, spiritually-oriented women interested in Estonian/Nordic nature symbolism and lunar cycles, and gift buyers, with no disclosed B2B or wholesale accounts beyond illustration licensing with Mema Creative Agency. Marketing is organic and relies on the artist's personal storytelling, social media, and recurring 'Maalipäev' painting day events, with no paid acquisition channels reported.

Name

SHAMAMA - by Artshamama - liistamm Tamm

Legal name

Artshamama (SHAMAMA brand operated by Liis Tamm)

Website

https://artshamama.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

SHAMAMA is an Estonian artisan e-commerce brand operated by multidisciplinary artist Liis Tamm, selling handcrafted original artworks, limited-edition prints, wellness yoga mats, and the Kaskele activewear line directly to individual consumers worldwide.

Ownership category

akta.pro rank

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Art Originals and Limited Editions: Sale of original artworks (original paintings priced at €400–€35,000) and limited-edition prints (limited to 100 copies each) with manual gold/leaf finishes and authenticity certificates. Products are made to order.
2. Branded Merchandise (SHAMAMA Brand): Sale of branded products including yoga/meditation mats (€89), tote bags (€29), sportswear (bikinis, sports bras, leggings, crop tops, hoodies priced €32–€79). Products are made to order via print-on-demand fulfillment partnerships. One-time purchase model.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

SHAMAMA is a sole-artist Estonian brand that sells original mixed-media paintings, limited-edition archival art prints, elemental-themed yoga/meditation mats, and a sustainable activewear collection (Kaskele) directly to consumers via its own e-commerce store. Products are made-to-order through print-on-demand fulfillment, drawing on natural pigments, flower-based inks, and proprietary techniques such as moon blood painting and hand-applied gold leaf.

Product overview

SHAMAMA is an Estonian artisan brand by multidisciplinary artist Liis Tamm, offering a diverse portfolio of original artworks, limited edition art prints, wellness products, and sustainable activewear. The core offering centers on mixed-media illustrations inspired by Estonian nature, feminine energy, and lunar cycles, available as original paintings and reproduction prints. The Kaskele collection features a complete activewear line including sports bras, leggings, and bikini sets. The wellness line includes meditation/yoga mats with elemental designs. Products are custom-made to order, emphasizing environmental sustainability through on-demand production.

Differentiator

Problem solved

Functional benefit

Brands

• Kaskele Collection: SHAMAMA's first clothing collection featuring sportswear and activewear including sports bras, leggings, bikini tops and bottoms, crop tops, and tote bags, inspired by Estonian nature and feminine energy.
• Royal Ruby

Products and services

• Maa Element (Earth Element) Original Painting Original mixed-media painting on canvas using natural pigments, featuring the Western underground orchid (Rhizanthella) and Earth Element symbolism. Ships with an authenticity certificate and artist narrative; targeted at individual art collectors seeking one-of-a-kind original works.
• Tule Element (Fire Element) Original Painting Original painting on canvas featuring the Fire Lily (Cyrtanthus Ventricosus) with Fire Element symbolism. Ships with an authenticity certificate; positioned as a one-of-a-kind collectible original.
• Õhu Element (Air Element) Original Painting Original painting painted with moon blood and ink, featuring Tillandsia Aeranthos (Air Plant) and Air Element symbolism. Accompanied by an authenticity certificate and artist text.
• Kuninglik Rubiin (Royal Ruby) Original Poetry Painting Original poetry painting made with moon blood applied via quill and brush on watercolor paper. Ships with authenticity certificate; targeted at collectors of the Ruby series focused on feminine energy empowerment.
• Õietolmujärv Original Painting Original painting (29.5 x 42 cm) created on location at Kaiu Lake in 2023, using natural clay colors, natural pigments, flower powders, ink, charcoal, and blackcurrant juice on canvas. Priced at €400 (originally €450); comes with an authenticity certificate.
• Veevaimud (Water Spirits) Limited-Edition Art Print Hand-gilded limited-edition reproduction print (max 100 copies) available in sizes A4 to A3+ on Fomei art paper or cotton canvas, featuring an atmospheric lake scene. Priced €89–€189; archival-quality with optional gold/imit-metal finishes.
• Külmalill (January) Calendar Art Print Mixed-technique illustration print from the 2025 calendar notebook collection, available in A5/A4 sizes with optional hand-finishing (gold 22kt, imitation gold/silver/bronze). Priced €25–€174; targeted at spiritually-minded women, particularly those born in January.
• Nagadite (February) Calendar Art Print Limited-edition mixed-technique illustration from the 2025 calendar collection featuring serpent and Aphrodite symbolism. Available in A5/A4 with optional gold leaf and imitation-metal finishes; priced €25–€174.
• Maasikakuu (June) Art Print A4 reproduction print from the 2023 calendar collection featuring June full moon energies and Estonian nature; available in color or black-white-yellow drawing style. Targeted at June-born buyers and spiritually-minded art collectors.
• Roosakuu (April) Art Print A4 reproduction print from the 2023 calendar notebook, themed around April's balance of water and fire energies. Targeted at spiritually-minded buyers and April-born gift recipients.
• Suvekuu (July) Art Print A4 reproduction print from the 2023 calendar collection featuring July's water energy full moon. Available in color or black-white-yellow drawing style.
• Joogamatt Vee Element (Water Element Yoga/Meditation Mat) Premium velvet micro-suede yoga/meditation mat (61cm x 173cm, 3mm thickness) with water-based print of the Water Element/Unalome design and rubber anti-slip base. Priced at €89; targeted at yoga, pilates, and meditation practitioners.
• Varjukase Sport Rinnahoidja (Dark Birch Sports Bra) Double-layered sports bra from the SHAMAMA Kaskele collection featuring a birch mythology design. Materials: 78% polyester, 22% spandex outer; 92% polyester, 8% spandex inner; available sizes XS–3XL; targeted at activewear buyers seeking nature-themed gym wear.
• Sookase Sport Rinnahoidja (Silver Birch Sports Bra) Double-layered sports bra from the Kaskele collection featuring a Silver Birch mythology design. Fabric weight: 280 g/m² outer, 150 g/m² inner; targeted at activewear buyers seeking nature-themed gym wear.
• SHAMAMA Kaskele Bikiinipüksid (Recycled Polyester Bikini Bottoms) Recycled polyester string bikini bottoms with adjustable side ties, UPF 50+, double-layered high-waist cut; available in sizes 2XS–6XL. Targeted at spiritually-minded women seeking sustainable swimwear.
• Udukase Retuusid (Birch Mist Leggings) Four-way stretch microfiber leggings from the Kaskele collection; materials: 82% polyester, 18% spandex; high-waist cut, handmade. Targeted at yoga and activewear buyers.
• Loveshamama Crop Pusa (Cropped Hoodie) Cropped hoodie with the LoveShamama heart-shaped leaf logo; available in Military Green and Storm colors; 52% cotton, 48% poly fleece; sizes 2XL–L. Targeted at brand-affiliated casual wear buyers.
• Kuujumalanna Kott (Moon Goddess Tote Bag) 100% spun polyester tote bag printed on both sides with the Viljakuu (August) "Moon Goddess" design; 10L capacity, supports up to 20kg; priced €29. Targeted at spiritually-minded gift buyers.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Latvian Manufacturing Partner (for Yoga Mats)coreTechnology or IntegrationThe Water Element yoga mat is produced in collaboration with a Latvian company. However, the actual manufacturing of the mats occurs exclusively at their US branch facility. This partner handles the production of premium yoga/meditation mats featuring the artist's elemental designs (Water, Air, Fire, Earth). The mats are made-to-order using velvet micro-suede and rubber materials with water-based prints.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Redbubble: Global POD marketplace for independent artists selling art prints, apparel, stickers, and home goods. Competes for the same buyer persona (spiritually/thematically interested consumers) with similar product breadth and POD fulfillment model.
• Society6: Online art print and home goods marketplace where independent artists sell prints, apparel, yoga mats, and accessories via print-on-demand. Closely mirrors SHAMAMA's mix of art reproductions, apparel, and wellness-adjacent merchandise sold DTC to consumers.
• Saatchi Art: Curated online art gallery selling originals and limited-edition prints from global artists. Comparable on the premium original artwork side, with similar price-band ceilings and curation narrative.
• Fine Art America: Art print marketplace offering prints, framed art, and home décor from independent artists. Comparable in DTC print fulfillment, framing/finish upsells, and artist-storefront structure.
• INPRNT: Curated art print platform focused on premium-quality archival prints from independent artists. Closely comparable on archival specs (acid-free paper, high-quality inks), limited editions, and artist-driven positioning.
• Artfinder: Online marketplace for original art from independent artists worldwide. Comparable on the original-painting and limited-edition side of SHAMAMA's catalog, serving a similar buyer seeking meaningful, handcrafted artwork.

Broad incumbents

• Spiritual Gangster: Yoga- and spirituality-themed apparel and accessories brand. Comparable to SHAMAMA's Kaskele collection on spiritual/feminine-energy apparel positioning and the yoga/wellness buyer persona, though operating at much larger scale.
• Liforme: Premium yoga mat brand known for alignment-marked, sustainably made mats. Comparable to SHAMAMA's yoga mat product on premium positioning, eco-friendly messaging, and alignment with the yoga/wellness customer segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SHAMAMA - by Artshamama - liistamm Tamm