Estonia has its new Miss World representative. Mari-Ann Rõuk, an entrepreneur and model from Uudeküla, was crowned Miss World Estonia 2025 at the contest’s final held at Manna La Roosa in Tallinn. The event, organized by Estonian Missid MTÜ, celebrated three decades of pageantry in the country and its long-standing ties with the Miss World Organization.

Mari-Ann, who also held the title of Miss Tallinn World 2025, grew up in Tamsalu before moving to Tallinn with friends. Still in high school, she balances her studies with a passion for business, having launched her handmade jewelry brand, Miss Mari Ann, while in the 8th grade. She dreams of traveling the world, even hoping to board an airplane for the very first time soon, and is supported by her two younger sisters, whom she calls her “biggest fans.”

Beyond jewelry, Mari-Ann also invests and models, all while pursuing her long-term goals with determination. She will now represent Estonia at the 73rd Miss World Festival, scheduled for 2026.

The Miss World Estonia 2025 season began in May, with registration and coaching events including the International Beauty Pageantry Course by NBPO, photoshoots, workshops, and mentoring sessions led by past titleholders. Miss World Estonia 1997, Mairit Saluveer, coached the finalists on stage presence, while renowned designer Eha Urbsalu, a former Miss Estonia princess and international supermodel, chaired the jury.

The final featured multiple competition rounds, including fashion and evening gown, before the crowning moment. Special guest performances were delivered by the opera duo Marina & Marina.

The Jury and Special Awards

The panel of judges included:

Special titles were also awarded:

With her crown secured, Mari-Ann Rõuk now embarks on her Beauty With a Purpose journey, carrying the Estonian flag to the global stage of Miss World.