A Lithuanian company plans to set up a holiday island in the Maldives run entirely by blondes - the latest project in a growing blonde movement in the Baltics. But how legitimate is this latest sign of Baltic blonde ambition?
Blondes in the Baltics have had enough of the jokes about being dumb. Now they want to show they are smarter than the gags make out, with a growing blonde business empire.
The Lithuanian company Olialia, pronounced "ooh-la-la", is setting up a holiday resort in the Maldive islands.
The firm plans to pull in the tourists by employing only blonde staff, and offering direct flights to the island crewed entirely by blondes, including the pilots. Olialia is run and staffed by blonde women, and already operates in 75 different business sectors, making products from computer software and food products to pop music.
The project was officially unveiled this weekend at a party with a blonde dress code, in a new nightclub in Vilnius opened by Olialia. But the resort, scheduled to be opened in 2015, has been heavily criticised.
Other critics call the company's entire marketing strategy sexist. They fear that using cliched sexual images of blondes to sell products simply confirms negative stereotypes.
"It's clear they are not selling the idea that blondes are clever,"says Latvian journalist Sanita Jemberga, herself brunette. "They are selling the idea that blondes are sexy, because sex sells. They have found their unique selling point, which is Baltic women and sex."
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