My business started with

the opening of a wedding dress shop. The salon quickly gained popularity and became the best in the city of Khmelnytskyi. I already had considerable experience in the wedding industry, and the store became the small beginning of a big business. The idea for a large-scale project was born through cooperation with manufacturers from various countries (Turkey, Italy, France, Spain, and even America). While analyzing, I realized that Ukrainian manufacturers have many advantages and great potential to be the best. Today, it is safe to say that Ukraine occupies leading positions in the European market specifically in the field of wedding dress production.

One of the most useful skills that helps me in business

is finishing what I start. When I have a goal or an objective, I don’t stop and follow through confidently.

"You won't earn money with your own hands. You need strong people around you"

This is a saying from my mother that I remember for life. It shaped my vision and ability to build a strong team around me. I consider this another one of my strengths, for which I thank my parents, who were also entrepreneurs.

The three main pillars of my business philosophy

• Ukrainian means trendy, so we, the Ukrainian wedding dress manufacturers, must take leading positions in the global market;
• people around must earn decent wages;
• do business that’s not obvious, think deeper and on a larger scale.

Critical moment in business

In my case, a crisis occurred when the company started growing too fast. I wasn’t prepared for that growth. Since my husband and I were in the same business, a lot of work discussions began happening at home.

Business became not only a job but a part of home life. I made the decision to leave all projects and started a new one on my own.

The best advertisement is…

Advertising is a simple yet complex word. Reading many books and brand biographies, I clearly understood that behind every popular company stands an incredibly strong individual. I’m not sure it makes sense to invest in marketing without a strong person behind it. For me, advertising is first and foremost your personal reputation and the reputation of your brand.

Money loves

integrity. I also believe money loves people who keep moving forward. Sometimes it’s okay to make mistakes, that’s how we gain experience — but never stop. Money comes to a good idea, one you're ready to stand behind to the end and take consistent steps — big or small — to implement.

Let me give an example from my life. I dreamed of a fashion show in Milan. First it was a dream, then an idea, and finally a goal that was successfully realized and funded. In 2023, with the support of the international cooperation program “EU4Business: Recovery, Competitiveness and Internationalisation of SMEs,” jointly funded by the EU and German government and implemented by GIZ, we held the first wedding fashion show in Milan in Ukrainian history. This event had no analogs and changed the world’s perception of the wedding industry. 28 competing Ukrainian brands, known worldwide, came together to present their collections. Audiences saw all styles — from classic ball gowns to modern and even futuristic lace jumpsuits with tall boots. The runway took place in the garden of an 18th-century villa near Milan, adding a special touch to the event.

My business in 5 years

Nowadays, it’s hard to plan even a day ahead. Plans are disrupted by air raid alerts, power outages, and the tragic events in Ukraine that have been happening for years. Forecasting becomes even harder. When speaking about my vision for the business and myself in five years, the only clear answer is — a business in a free, strong country.

A business that not only survived all obstacles but grew tenfold.

People who were forced to relocate have returned and now work with experience they gained in Europe. I see my personal brand Yedyna as a strong project firmly present in the Italian market and also expanding across Europe and the UK.

However, I want to highlight the main brand of my life — “Ukrainian Wedding Dresses.” We, Ukrainian manufacturers, already have enormous trust in one another. We have a common goal — to win together! Our products already take up 30–50% of the European market and are gaining ground in Japan, China, Korea, and other countries. This industry knows no borders, and the key is to understand that we are stronger together.

The new column “Rules/Success/Business” by the Entrepreneurship and Export Promotion Office expert Valentyna Liashenko will share with you a lot of breathtaking business ideas, advice, and insights from both Ukrainian and worldwide business owners.