We were lucky to catch up with Yuliya Charamnykh recently and have shared our conversation below.
Hi Yuliya , appreciate you sitting with us today to share your wisdom with our readers. So, let’s start with resilience – where do you get your resilience from?
Always driven by ambition and a career-focused mindset, I never envisioned myself as a full-time mom. Initially, putting aside my professional aspirations to raise my three children was a tough decision. While I was mostly content with my choice, there was always a part of me that missed the identity I had outside of motherhood.
The pandemic brought a new perspective. Isolation forced us to spend countless hours with our families and ourselves. It was during one of these moments that I had an epiphany: in a few years, when my kids go off to college, where would that leave me? What would my days look like? This thought terrified me and sparked a shift in my thinking about my future.
I started taking better care of my body, but each morning, I struggled to find an outfit that seamlessly transitioned from my workout to other daily activities. I craved an elegant yet practical wardrobe. This realization led me to create something I had been searching for but couldn’t find on the market.
My resilience is deeply rooted in my upbringing in the Soviet Union and later in Belarus, where I was raised in a family with a strong Soviet mentality. From a young age, I was taught to be strong and independent. One vivid memory stands out: I was seven years old and home sick by myself because my parents had to work, and we didn’t have a nanny. That experience taught me a lot about responsibility and inner strength, as there was no one but me to rely on.
When I moved to the United States in my early 20s, not knowing a soul, I knew that hard work and determination were the only ways to build a new life. I was fully aware that the journey wouldn’t be easy, but I was prepared for the challenge. I firmly believe that resilience is the key to overcoming obstacles and achieving your dreams through unwavering effort and belief in yourself.
These early lessons in self-reliance have been invaluable throughout my life, particularly on my path to becoming an entrepreneur. They have shaped my ability to face adversity head-on and to persist in the face of challenges, ensuring that I remain focused on my goals and committed to my dreams.
Thanks, so before we move on maybe you can share a bit more about yourself?
As someone who has always been ambitious and career-oriented, I never envisioned becoming a full-time mom. Initially, giving up my professional dreams to raise my three children was a challenging decision. While I was mostly content with my choice, deep down, I missed the part of my identity that was separate from being a mom.
The pandemic brought an unexpected period of isolation, where we all spent long hours with our families and ourselves. During this time, I had a moment of realization: in a few years, when my kids go off to college and move out, where would that leave me? How would my days look? This thought scared me and ignited a shift in my thinking about my future and how I wanted my life to be.
I began focusing more on my health, working out regularly, and taking care of my body. Yet, each morning, I found myself staring at my closet, searching for an outfit that could seamlessly transition from my workout to other activities throughout the day. I wanted something that made me feel elegant and put-together, no matter where my day took me. This need inspired me to create something I had been searching for but couldn’t find on the market.
Starting a brand during such a tumultuous time was surreal. I dove in headfirst, guided by my gut and common sense. I began by reaching out to local friends, asking if they had any contacts in the fashion industry. To my surprise, I received numerous referrals in fashion, marketing, sustainability, and more. I was amazed by how open and willing people were to share their knowledge, helping me learn and understand the steps needed to create and launch a fashion brand.
The initial stages were challenging—placing my first fabric order, finding a designer, creating samples, communicating with a manufacturer for the first production, building the website, and launching the brand. Every step was a leap into the unknown. As a one-person operation and a mom of three, I faced daily challenges but embraced them as part of my learning curve.
The Importance of Sustainability
From the start, I knew I wanted to create a brand that I would love to run and cherish for years, much like my fourth child. Influenced by my children’s environmental consciousness, I prioritized sustainability from day one. The brand’s concept responds to the detrimental effects of fast fashion on our planet. We are committed to slowing down, producing lasting pieces, and encouraging a minimalist wardrobe through a capsule collection.
We achieve this by using fewer materials, partnering with ethical suppliers, manufacturing locally in New York, and packing orders in biodegradable packaging. Our collection includes modern, must-have performance sets of tops and bottoms, accompanied by sophisticated and elegant signature pieces that complete every outfit. No matter what your day has in store, you will have one outfit that takes you from morning till night, ensuring you feel confident and ready for any occasion.
By creating versatile, stylish, and sustainable clothing, I hope to inspire every woman to feel empowered and elegant, no matter how busy her life may be. This brand is not just about fashion; it’s about creating a lifestyle that aligns with our values and aspirations, showing that with hard work and dedication, anything is possible.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
Looking back on my journey from a full-time mom to an entrepreneur, three qualities, skills, and areas of knowledge stand out as the most impactful: resilience and adaptability, creative problem-solving and innovation, and sustainability and ethical practices. These elements not only shaped my business but also guided my personal growth. Here’s why they were crucial and some advice on how to develop or improve them:
1. Resilience and Adaptability
Impact: Resilience and adaptability were fundamental, especially when navigating the uncharted waters of starting a brand without prior experience. My upbringing in the Soviet Union and Belarus taught me to be strong and independent. These traits were indispensable when I moved to the United States, started from scratch, and built my business during a global pandemic.
Advice: To develop resilience, embrace challenges as opportunities for growth. Understand that setbacks are a natural part of any journey and use them as learning experiences. Practice adaptability by staying open to new ideas and being willing to pivot when necessary. This flexibility will help you navigate the inevitable changes and uncertainties in your path.
2. Creative Problem-Solving and Innovation
Impact: Creative problem-solving and innovation were key to differentiating my brand in a competitive market. Identifying a gap in the market for versatile, elegant outfits that could transition seamlessly through various daily activities was a creative insight that propelled my brand forward. Staying informed about market trends and consumer needs allowed me to innovate effectively.
Advice: Cultivate creativity by seeking inspiration from diverse sources and allowing yourself to think outside the box. Develop problem-solving skills by tackling challenges head-on and experimenting with different solutions. Stay curious and keep learning about your industry to spot opportunities for innovation. Engage with your customers to understand their needs and preferences.
3. Sustainability and Ethical Practices
Impact: Commitment to sustainability and ethical practices has been a cornerstone of my brand’s identity. From using fewer materials and partnering with ethical suppliers to manufacturing locally and utilizing biodegradable packaging, these practices have helped build trust and loyalty among consumers who value responsible business practices.
Advice: To integrate sustainability, start by educating yourself on the environmental impact of your industry. Choose suppliers and partners who share your commitment to ethical practices. Implement sustainable practices in your operations, even if it’s one step at a time. Communicate your values clearly to your customers, as transparency builds trust and sets your brand apart.
For those early in their journey, my advice is to embrace these qualities and skills as foundational elements of your success. Developing resilience and adaptability will prepare you for the challenges ahead. Cultivating creative problem-solving and innovation will help you stand out and stay relevant. Committing to sustainability and ethical practices will align your business with the values of today’s conscientious consumers.
By focusing on these areas, you can build a strong foundation for lasting success and create a brand that not only thrives but also makes a positive impact.
Alright so to wrap up, who deserves credit for helping you overcome challenges or build some of the essential skills you’ve needed?
When I was in college and looking for internship opportunities, I found one through the college career services. It was to be an assistant to the president of a design executive search firm in New York. I had no experience in design, and my business management major had nothing to do with it, but I was eager to learn. Quickly, I started developing an eye for design aesthetics. The internship went so well that they invited me back for a second term, and later I got hired full-time and even promoted to a consultant.
The person who made all the difference was RitaSue Siegel, the president of the firm. RitaSue believed in me from the start. She had this amazing confidence that I could do the job well, even though I was new to it all. Her mentorship was huge for me. She taught me so much about design and helped me develop my skills.
Years later, when I was trying to figure out my next career move, RitaSue showed up in my life again with the same encouragement. She told me I could create my own brand from scratch, even without prior experience. I still remember her words from four years ago: “Yes, you can build your own brand because I am confident you can do it. That’s why I hired you; I knew you could do the job.”
RitaSue’s belief in me helped me overcome so many challenges and build the skills I needed to succeed. Her support taught me resilience, adaptability, and the importance of self-belief. If you’re starting out, finding a mentor who believes in you and can guide you is invaluable. Their support can make a huge difference in your journey and help you achieve your dreams.
Contact Info:
- Website: https://whenandwherenyc.com
- Instagram: https://whenandwhere.nyc
- Facebook: https://whenandwhere.nyc
- Linkedin: https://www.linkedin.com/in/yuliya-charamnykh-0585415/
Image Credits
Panayiotis Simopoulos
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