Alright – so today we’ve got the honor of introducing you to Yevgeniya A. Yushkova. We think you’ll enjoy our conversation, we’ve shared it below.
Yevgeniya A. , so good to have you with us today. We’ve always been impressed with folks who have a very clear sense of purpose and so maybe we can jump right in and talk about how you found your purpose?
By YAY – Founder of Yushkova Design Inc.
Since I was a little girl, I knew I wanted to be in fashion. But I didn’t just want to be part of it — I wanted to master it. I dedicated the first 25 years of my career to fully immersing myself in every layer of this industry. From design and product development to sourcing, merchandising, private label development, financial modeling, process design, supply chain, and retail operations — I made it my mission to not only create beautiful products, but to fully understand how the entire business truly works.
That commitment allowed me to build multiple multimillion-dollar private label brands from the ground up. It allowed me to work with companies of all sizes — from emerging brands to major retail groups — and see firsthand how great products turn into great businesses.
But as I kept working inside these companies, a pattern became impossible to ignore.
There are fundamental challenges in our industry that are rarely addressed — yet they hold businesses back year after year:
• Merchandising strategies are often built on instinct rather than data. Brands miss sales or carry excess inventory because assortment planning isn’t aligned to actual consumer demand.
• Many companies lack documented, scalable processes. Teams operate in reactive mode, leading to profit erosion, duplicated efforts, and stretched resources.
• Private label programs are built without long-term operational structures. What could be a profitable growth engine often becomes a margin drain.
• Supply chains remain rigid and outdated. Brands are stuck in long lead times, overproduction, or last-minute scrambling that eats into profit.
• Cross-functional teams struggle to connect design vision with financial targets. Creativity and business rarely sit at the same table in a fully integrated way.
The more I saw these issues repeat — even inside highly successful companies — the more I realized this is where my true purpose was.
Yet when I reached the very goal I had dreamed of since childhood — building successful brands and leading major projects — I faced something many high performers don’t often speak about: a strange emptiness. I had achieved what I worked so hard for, but I found myself asking: Now what?
Through deep reflection — and with the help of Living with Purpose — I reconnected with my values, my beliefs, and ultimately, my why. What pulled me wasn’t just the creativity of fashion, but the optimization of it — solving the operational gaps that quietly limit growth and profitability for so many companies. I realized that my greatest passion was helping businesses fix what’s broken, scale profitably, and empower leadership teams to operate with confidence.
That’s when I launched Yushkova Design Inc.
Today, my work is no longer about designing products. It’s about building businesses. I partner with fashion brands and retailers to help them solve these operational challenges, optimize assortment strategies, restructure private label programs, strengthen supply chains, and build processes that unlock profitability and growth. When businesses finally align creative vision with strong business infrastructure, everything changes: margins grow, inventory risk drops, speed to market improves, and teams operate with clarity and stability.
The results speak for themselves: stronger margins, better inventory control, faster lead times, and leadership teams who can finally scale with confidence. Seeing my clients thrive — many who started with underperforming assortments, bloated inventory positions, and overwhelmed teams — is deeply rewarding and reminds me daily why this work matters.
But my purpose doesn’t stop there.
As I reflected on my own career, I recognized how much I was shaped by mentors and people who invested in me along the way. That’s why I’ve also dedicated a large part of my work to developing the next generation of fashion leaders.
Through 99 Yards Academy, we provide entrepreneurs and professionals with operational and business education that’s often missing from traditional fashion programs. We don’t just teach how to build brands — we proved tools and resources to build businesses to last.
Through Fashionpreneur HUB, our nonprofit initiative, we mentor high school students, through fully remote afterschool program, by giving them real-world, hands-on experience inside live projects, providing early exposure to the business side of fashion and entrepreneurship that prepares them for meaningful careers.
In many ways, this is my way of giving back to the industry that shaped me. After 25 years of being guided, challenged, and supported, I now have the opportunity to do the same — for both my clients and for the next generation coming up behind us.
“My purpose is to strengthen fashion businesses today, while investing in the people who will lead our industry tomorrow.”
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
Today, my work centers around helping fashion brands and retailers solve the operational and profitability challenges that are often overlooked — but deeply impact their growth. I work directly with founders, owners, and leadership teams to redesign merchandising strategies, optimize private label programs, improve inventory management, streamline supply chains, and build scalable processes that support healthy, profitable growth.
What makes this work so rewarding is seeing companies finally break through barriers that have limited them for years. When businesses shift from being stuck in reaction mode to running with clear processes, stronger margins, and true operational confidence — that transformation impacts not only their bottom line but their entire organization.
Beyond my consulting work through Yushkova Design Inc., I’m equally passionate about investing in the next generation of fashion leaders. Through 99 Yards Academy, we provide practical, real-world business education that helps entrepreneurs and professionals strengthen not just their creative vision, but their operational foundation. And through our nonprofit Fashionpreneur HUB, we mentor students inside live business projects, giving them valuable hands-on experience early in their careers.
Right now, we’re focused on expanding both sides of the business — partnering with more established retailers and brands looking to optimize profitability, while also growing our educational and nonprofit programs to serve more emerging talent. It’s incredibly fulfilling to be able to work at both levels: helping today’s businesses operate stronger, while supporting those who will lead our industry in the years to come.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
Looking back, three things have been absolutely critical in shaping my journey:
1️⃣ Deep Operational Understanding
In fashion, it’s not enough to simply have creative ideas — you have to understand how every part of the business connects: design, sourcing, merchandising, production, inventory, supply chain, finance. Early in my career, I committed to learning how businesses actually work behind the scenes. That depth is what allows me today to step into companies, quickly see where operational gaps exist, and build solutions that are both creative and profitable.
Advice:
Don’t rush to only focus on the “fun” or front-facing side of the industry. Take time to truly understand the mechanics of how a product moves from idea to customer — and how every decision along the way impacts the bottom line. That knowledge will serve you in every role you take on.
2️⃣ Problem-Solving Mindset
Every business has challenges — no matter how big or successful they look from the outside. What separates those who grow is the ability to approach challenges with clear thinking, structured analysis, and calm problem-solving. Over the years, I’ve developed a system-thinking approach: identifying root causes, mapping processes, and building sustainable fixes rather than temporary band-aids.
Advice:
Learn to see problems as puzzles to solve, not obstacles to fear. Build your critical thinking skills. The stronger your problem-solving ability becomes, the more valuable you’ll be to any organization.
3️⃣ Leadership Through Mentorship
Throughout my career, I’ve had people who generously shared their knowledge with me. And today, whether I’m consulting with executives or mentoring students, I see how much growth happens when people feel supported, challenged, and empowered. True leadership isn’t about having all the answers — it’s about helping others build the skills and confidence to lead.
Advice:
Find mentors early — and later, become one. You learn as much from teaching others as you do from being taught. Surround yourself with people who challenge you to grow, and stay open to continuous learning at every stage of your career.
Thanks so much for sharing all these insights with us today. Before we go, is there a book that’s played in important role in your development?
One of the most impactful books for me has been Built to Last by Jim Collins. It shifted my thinking very early in my journey, especially as I transitioned from being purely product-focused into building businesses that could scale and sustain long-term.
The most valuable takeaway for me was the idea that great companies aren’t built simply by chasing short-term wins or reacting to market shifts — they are built through a strong core ideology, clear purpose, and disciplined systems that allow them to adapt and thrive over time.
The book reinforced something I’ve seen inside so many companies throughout my consulting work: when a business combines creative innovation with operational discipline, it creates the foundation for true longevity. It’s not enough to have a great product or a great quarter — you need a business that can scale, withstand challenges, and continuously evolve without losing its identity.
That thinking deeply influences how I help clients today — building not just stronger operations, but businesses that are positioned to last.
Contact Info:
- Website: https://yushkovadesign.com
- Instagram: https://www.instagram.com/yaydesigns/
- Linkedin: https://www.linkedin.com/in/yaydesigns/
- Youtube: https://www.youtube.com/@Yaydesigns
- Other: https://99yardsacademy.com
https://www.linkedin.com/company/fashionpreneur-hub
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