Roosa Ila (Pink Slime) set of 3 brooches

Roosa Ila

In 2019, a significant political shift occurred in Estonia when a conservative coalition came to power. Suddenly it was commonplace for ministers and high-ranking politicians to publicly use derogatory terms when talking about women's rights, liberal worldview, LGBT community, domestic violence and other social issues. One of such terms was “roosa ila” (pink drool/slime), implying that the liberal left lived in their own pink bubble. This term was intended to be hurtful and derogatory.

The phrase resonated with Liina Lelov and her partner Valdek Laur, who began to see the so-called "pink slime" in a different light. They decided to reclaim the term and give it a positive meaning. Thus, the concept of Pink Slime was born, carrying the message that there’s nothing wrong with living in a pink bubble.

Pink Slime quickly spread across Estonia, becoming a symbol of positivity and resistance. It appeared on television shows, you could spot it everywhere in the streets, and eventually the pink slime made its way into government offices. Politicians, writers, grandparents, artists, journalists, and many others wore it, connecting people and evoking laughter while conveying a thoughtful message.

Pink Slime holds the unique distinction of being the only piece of jewelry discussed in the Estonian parliament. It has been featured in "The Economist" and has been the subject of numerous radio and TV shows. Furthermore, it is part of the permanent collection at the Estonian Museum of Applied Art and Design.

Today, more than 5,000 Pink Slimes are found around the globe, continuing to spark conversation, joy, and connection among people. Each piece can also be used as a stress ball, embodying the playful yet profound spirit of the project.

Take one with you and spread the love.