My business idea was born when

When I realized that clothes are also therapy. And that I am great at helping women feel better about themselves through clothes.

A useful skill that helps in work

Time management. As a creative person, it is very easy for me to get distracted by anything. That's why I create task lists, set and try to meet deadlines both myself and the team (although it is not always possible within the scope of existing tasks). I set aside time for short breaks — they increase productivity dramatically and give me a fresh perspective on certain tasks from a different angle. I put my phone on “do not disturb” when I need to concentrate. Furthermore, I delegate whenever possible. I am also learning to say “no” to non-priority tasks.

Another crucial skill for an entrepreneur is to be able to breathe deeply. Does it sound trite? Perhaps it is! But 80% of stressful work situations are solved much more effectively with this skill.

The most important advice I've ever received in my life

I once asked a very experienced person from the fashion industry: “Is it normal that I stop liking each new collection as soon as we finish working on it and release it to the world?”. And she got the answer: “As soon as you, as a creative person, start to like the collections you have already created, you will stop developing. So don't stop in your dislike of your own creations.”

Three main pillars of my business philosophy

Environment, people, flexibility. We adhere to the concept of sustainable fashion — where fabrics and things should be of high quality to serve their owners for as long as possible. Based on the same concept and the principle of flexibility, more than half of each collection is multifunctional and has options to be worn in 2–5 variations. In general, flexibility as a business approach is essential for us, especially in the current period of global crises. We do not overproduce our items, produce small collections and adhere to the principle of producing small batches of clothing and accessories and repeating them when requested and needed.

People — both those who create the brand's items and those who choose our items for themselves — are extremely important to us. I believe that the craftswomen, and 99% of all those who sew for us are Ukrainian women, who create our collections, should be paid decent wages and be respected for their really hard physical work. As for our clients, I would rather dissuade them from buying an item if it is hanging in the closet than live life with a client.

The business crisis and how to overcome it

Firstly, I believe that there are no crises in business from which there is no way out. Entrepreneurship and business development are about constantly going through certain challenges. The beginning of the full-scale invasion of Ukraine was a difficult period for the company. Interruption of supplies, production, forced emigration of craftsmen, family members at the front… We all faced the same challenges, but we, Ukrainians, are probably the most adapted to crises, overcoming them and working in crisis conditions.

The best advertising

is the one made by the brand's customers (word of mouth).

Money loves

accounting, analytics and planning.

My business in 5 years' time

I want this to be a brand for as many people as possible who are “our” in terms of philosophy.

I find inspiration

in people, travelling, Ukrainian culture and traditions, and the city I live in is my muse.

The hot product of my business

Our Jan bags come in all sizes, colours and materials. They are lightweight, most are machine washable, and they fold down to the size of your palm. It is very pleasant that 85% of our customers come back to us for the second, third, fifth bag.

The question I would like to hear to maximise the disclosure of my business

What is social responsibility for your business?

My advice to entrepreneurs

Keep your motivation in focus — why you started this business and what inspires you to do it. And donate — we have businesses/productions/teams thanks to the Armed Forces.

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.