The business idea was born

The idea for my business was born 22 years ago when I handcrafted my first small artificial tabletop Christmas tree. It all started out of necessity—after the birth of my son, I was looking for a way to earn some extra income for my family. That first tree found a buyer, and I realized I could do more. So, in one night, I made another 10–15 trees.
Since then, I have continuously refined my skills and expanded the product range, focusing on market needs and the growing interest in long-lasting alternatives to natural trees. My goal has always been to create products that bring joy to every home while preserving nature by reducing deforestation.

Important skills that help in your work

The ability to continuously acquire new knowledge. I really resonate with the phrase Socrates once said: “I know that I know nothing.” For me, it’s about recognizing the importance of lifelong learning and staying open to change. This mindset helps me remain flexible, adaptable, and receptive to new ideas, as well as effectively lead my team.

The most important advice I’ve ever received

Treat others the way you want to be treated. This principle lays the foundation for mutual respect and honesty in relationships. I strive to live by it both professionally and personally. It helps create a healthy team environment and build trust-based, mutually beneficial relationships.

The three core principles of my business philosophy

• Keeping promises. I always strive to ensure that our words align with our actions. If we promise something to our clients or partners, we make sure to deliver. This is the foundation of our trust and reputation.

• Belief in success. I’m convinced that optimism and determination in reaching goals help overcome any obstacles. Believing that things will work out not only motivates me but energizes the entire team.

• Willingness to take risks. This is a key condition for success. Of course, risk must be calculated, but it is often the only path to achieving great results and gaining a competitive edge.

Business crisis and how to overcome it

When the war began, like many other Ukrainian businesses, we faced a true test. The crisis that hit us changed everything—the demand for our products among domestic clients, mostly Ukrainians, dropped sharply. People were not only facing economic hardship but lacked any festive spirit due to the general atmosphere of fear and uncertainty. This was a heavy blow to our business.

But we didn’t give up and decided to take action and look for new opportunities. The first step was entering the international market to find new clients and expand our distribution channels. It was bold and risky, but it allowed us not only to save the business but to develop new directions. The company began working with international partners and discovered new horizons.

As a leader, I can say that the most important thing in a crisis is not to panic but to find ways to adapt. A few principles helped us through this difficult period:

• When the domestic market shrinks, look abroad. We expanded our sales geography, which helped compensate for the losses in Ukraine.

• We realized that we needed changes and had to take risks. This helped us discover new opportunities and stay afloat—even grow—despite external challenges.

• During a crisis, it’s important not only to work on business strategies but also to care for the team. Every one of our employees was part of this journey, and supporting their morale and motivation was crucial.

Today, looking back, I can say that the crisis became an opportunity for growth. We continue improving our products, seeking new opportunities in international markets, and most importantly, we don’t stop. We believe that every challenge brings new experience and new chances for development.

The best advertising is…

The best advertising for us is when people talk about our products themselves. As the saying goes: “Word of mouth is the best marketing.” When customers are satisfied and share their impressions with friends or family, that’s the most effective way to spread the word.
We always emphasize quality and aim to build long-term relationships with customers, because their recommendations are the source of our reputation. When the product is truly good, it “sells” itself. That’s why the best advertising is recommendations from satisfied people.

Money loves

Money loves movement, activity, and courage. Money doesn’t like to stand still. It goes to those who are not afraid to move, who look for new opportunities, and who are ready for change.
In business, it’s important not only to maintain stability but to be able to make decisions, take risks, and keep searching for something better.
As a leader, I believe success comes to those who act boldly and are not afraid to step outside their comfort zone. When you’re ready for new steps, money follows. Activity, initiative, and courage—these are the qualities that help achieve results and build a successful business.

My business in 5 years

In five years, Yalynkar will become one of the leading artificial Christmas tree manufacturers in Europe. We plan to significantly expand our production capacity, implement innovative technologies, and create even more eco-friendly and long-lasting products that meet the needs of the modern consumer.
Our company will not limit itself to the Ukrainian market—we will actively develop internationally. In just a few years, our brand will be known in different countries, and our products will decorate homes, offices, and shopping centers around the world, bringing festive spirit to many corners of the planet.
We will operate in a stable Ukraine with favorable conditions for business development. In five years, we will not only be industry leaders but also a role model for how business can thrive—creating jobs, introducing innovation, and supporting sustainable development in a constantly changing world.

Where I find inspiration

For me, inspiration comes not just from the process of work, but also from its results. When you see that your work gives you freedom and allows you to realize your ideas, that becomes a powerful motivator to keep going. I believe every result reflects the effort, time, and courage invested in the work.
When you see that your work bears fruit and allows you to create something that brings joy to others, that’s truly inspiring.
My biggest wish is for the war in Ukraine to end and for peace to come. I dream of a time when we can once again enjoy life’s simple pleasures: a warm spring, a motorcycle ride, nature, and freedom of movement. For me, that symbolizes a return to normal life—when you can breathe freely and move forward.
Through my work, I strive to create products that bring joy and help people maintain a positive outlook and enjoy the moment, even in difficult times.

Our newest product

Our hottest new product at Yalynkar is an eco-friendly artificial Christmas tree with built-in LED lighting. It’s made from recyclable materials and equipped with energy-saving LED lights. It combines style, innovation, and sustainability, and its modular design allows for easy customization to fit any interior.

A question I would like to hear to reveal my activities

What do you expect from your work in terms of the production process, and how is that reflected in the final product?

My advice to entrepreneurs

Believe in yourself! In business, it’s crucial not to doubt your own abilities and to take bold steps. If you believe in your project and see its potential for growth—don’t be afraid to invest in it. Your success begins with how much you trust your own potential.

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. We will introduce you to the interviews of company owners from different fields and countries.