At 19, he built a 'jewelry empire' for rap icons—now the founder of Icecartel is changing the game.

Joosep Seitam began earning money as a teenager by doing lawn and garden work in Estonia. He later moved into online sales and digital marketing before co-founding Icecartel with Martin Kardi. The online men's jewelry brand sells moissanite and diamond pieces.

While mowing lawns and cleaning gardens to earn a living, an Estonian teenager by the name of Joosep Seitam learnt responsibility and customer service. By the age of 19, he co-founded Icecartel, an online men's jewelry brand that now sells moissanite and diamond jewelry. His journey into business began with small jobs and online sales of seasonal products before he moved into e-commerce and digital marketing, according to GenZ Entrepreneurship.

Who is Joosep Seitam?Joosep Seitam, co-founder of Icecartel, was born in Tallinn, Estonia. It's an online men's jewelry brand. He has worked on branding, social media marketing and content writing. Seitam started earning money as a teenager by mowing lawns, cleaning gardens and trimming hedges in Tallinn. This taught him about customer service, pricing, scheduling and how to take up responsibility. Then he worked towards online sales, including seasonal products which helped him develop an understanding of e-commerce and digital marketing.

How did he build Icecartel?Icecartel sells men's jewellery, including pieces made with moissanite and natural diamonds. Its products include chains, pendants and custom designs.

Seitam co-founded the business while he was a university student. It describes Icecartel as an e-commerce platform that serves customers looking for men's jewellery and custom designs, according to Student Entrepreneur.

Icecartel's website shows its jewelry being worn by celebrities such as Rick Ross, BigXthaPlug, Trippie Redd, Lil Pump and Rubi Rose.

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According to the TYCOONSTORY post, Seitam and co-founder Martin Kardi invested $60,000 in January 2023 to move from digital services to selling products. The post says Seitam led branding, SEO and marketing, and that Icecartel reached $30,000 in monthly revenue within eight months.

Before launching Icecartel, Seitam also co-founded two businesses: SocialPlug.io, a social media growth platform, and AdSellr.com, an advertising agency. Together, the two businesses reportedly generated between $50,000 and $70,000 per month.

Seitam explained how Icecartel responded to rising shipping rates and advertising costs. He said the company shifted more of its marketing budget towards products that delivered better returns. It also reviewed its budget more frequently to respond to changing costs and demand according to Forbes on May 18, 2026.

"The result was a reduction of about 15% in the wasted budget on advertising," Seitam told Forbes. He also said the company changed its budget review cycle from quarterly to every two weeks during periods of high cost volatility. This helped it respond faster to rising fuel and logistics costs while reducing the risk of investing too much in inventory as demand weakened.