“I have always wanted to work under my own name, because it feels honest. When you put your name on a brand, you also take responsibility for everything you create for the world. Of course, that also means that I am held accountable for the actions of all employees. Still, this has been my choice,” Reet Aus explains in an interview given to the Estonian Patent Office.
In the fresh “trade mark of the month” story, the fashion designer reveals that she decided to protect her name in the European Union, as her activities have been expanding more and more beyond Estonia.
According to Aus, international protection should be considered exactly when you plan to move beyond your home market. “Unfortunately, we are currently in a dispute in the United States, because someone else registered my name there before I did. Had I thought of this earlier, I would not be in such a situation today,” she advises entrepreneurs to make sure to protect their trade marks in all target markets in good time.