Ukrainian refugee launches new fashion business in Leeds’ Victoria Gate

Last week a pop-up shop in Victoria Gate in Leeds gave Ukrainian refugee Yana Smaglo her first opportunity to launch her new brand Nenya, and to bring Ukrainian fashion to the UK.

Yana Smaglo previously had a successful fashion and beauty business in Ukraine, but upon “waking to explosions” in February this year, fled the country.

With only 15 minutes to pack a few things, friends drove her to Lyiv where, along with thousands of people and families, she was able to make it across the border to Poland, through Germany and France and subsequently to the UK.

She has been determined to create a new business for herself as she explained: “I lost literally everything, leaving behind my home, my business and my life. I wanted to do something to both support myself, but also support friends and businesses back in Ukraine.

“With the support of a number of local businesses in Yorkshire, I have been able to create a new brand, and thanks to the pop-up shop I have been able to successfully trial Ukrainian designs and fashion in Leeds.”

John Hoyle, CEO and founder of Sook, who provided the pop-up unit in Victoria Gate, commented: “I was delighted to welcome Yana Smalgo to Sook, and to provide her with a platform to bring her brand to life in Leeds Victoria Gate. Yana has an important story to tell, and a brilliant business to bring to a brand-new market of customers.

“Here at Sook, we love giving all brands the opportunity to grow their business and connect with their customers and know that nothing can beat the in-real-life experience that physical space provides.”

The launch was attended by actor and TV presenter Natalie Anderson who is backing Yana and her new brand. She added: “I am delighted to be able to support Yana and help her launch Nenya in Yorkshire. I love the designs and think it is brilliant how so many people have supported her and are helping her launch her new brand.”

Antonia Kinlan, who has been a mentor and networker for Yana, remarked: “We can’t thank Sook enough for providing Yana with the space to launch her new brand, in such an exclusive and prestigious location.

“It gave her a first opportunity to test the water with Ukrainian fashion, and it made her day when celebrity Natalie Anderson became her first customer. All of the companies involved have contributed for free, from designing her brand to PR, videos and social media which is so inspiring”.

Yana will be appearing in Trinity Shopping Centre very shortly with another pop-up shop from November 28.

By Matthew Neville – Correspondent, Bdaily

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