Valeri Kirss, a key organizer of Estonian cultural events and the initiator of the Miss Estonia contest, died at the age of 78 after a prolonged struggle with Alzheimer's disease. His daughter, Lilit Kirss, reported that he passed away peacefully in his sleep. Kirss's life, marked by significant contributions to Estonian culture, began amidst the difficult circumstances of post-war Estonia, shaping his journey as an influential entrepreneur and public figure.

Born on May 4, 1945, Kirss grew up in modest conditions and received his education in several schools, culminating in his graduation from Jõgeva High School. He furthered his studies in law at Tartu State University, obtaining his degree in 1973. Kirss's professional career began as a jurist before moving into the media sector, where he made notable contributions as an editor for both Estonian Radio and Television. His career reflected the transitioning landscape of Estonian society, especially during the complex political changes of the 1980s.

Kirss's legacy includes his significant role in reviving the Miss Estonia contest and founding the vintage car club Unic, showcasing his diverse interests and dedication to enhancing Estonia's cultural fabric. His passing marks the end of an era, leaving a notable void in the Estonian cultural community that recognized him as a leader and pioneer.