H&I: Hi Yana, we’re so delighted we’ve had the chance to catch up with you. You’ve had quite the journey across the last three years, from being forced to leave your home and a successful business behind in Ukraine, to forging a new life here in the UK, and now appearing on Dragon’s Den – can you tell us a little more about your story? 

Yana: After the full-scale invasion of Ukraine, I was forced to flee to the UK, leaving behind my life, my home, and my business. Back in Ukraine, I was the proud owner of several fashion brands, which included design studios, shops, showrooms, and even a beauty salon.

Losing everything was devastating, but I knew I needed to rebuild and find a way to use my skills, knowledge, and experience to contribute to my country and create a new path for myself here. That’s when the idea struck me—to showcase the best that Ukraine has to offer. With a strong background in the fashion industry, I decided to start there. I reached out to a few Ukrainian manufacturers, wrote a business plan, and embarked on this new adventure. 

H&I: The ethos of Nenya is rooted in showcasing Ukranian designers and giving a spotlight to Ukranian-made products while offering those like yourself an opportunity to also become self-sufficient here in the UK – tell us about the importance of the principles behind your brand. 

Yana: Our mission is to support Ukrainian businesses by helping them expand into new markets, preserve jobs, and contribute to the Ukrainian economy—an essential effort during this critical time for my home country.

We also aim to assist refugees like myself in rebuilding their lives by providing job opportunities and helping them integrate into the societies of the countries where they now reside.

By representing the finest products and services from Ukraine, we are committed to expanding globally and establishing ourselves as a leading distribution company, showcasing the strength and resilience of Ukrainian innovation and craftsmanship. 

H&I: So, today is the big day when your appearance on Dragon’s Den will launch – we know you’ll need to keep the details under wraps for now, but can you tell us what the experience of applying and taking part in the show was like? We know how nerve-wracking it can be! 

Yana: It was a significant challenge for me, as I had never pitched for investment before—especially in English. As an operational manager in my business, I’m deeply familiar with the figures and the business model, but expressing myself effectively in English was a whole new task. Adding to the pressure, I’m not a public person, so having cameras pointed at me made me feel a bit shy.

Thankfully, having my team behind me provided immense support and helped me push through the speech. I also felt a huge sense of responsibility—not just for the Ukrainian suppliers and my team, but for everyone who believes in me and has supported this project. Opportunities like this are incredibly valuable, and you simply have to gather all your strength to rise to the occasion. It’s definitely stressful, but it’s worth every bit of effort. 

H&I: What are your hopes for the future of the brand? Where do you see Nenya in 5 years' time and what are the next steps to achieve this? 

Yana: One of the most profound impacts of war is that it takes away people’s ability to plan—completely. This is a harsh reality, and while it’s not ideal for business, it’s the truth. I do have a strategic plan for the project, but it’s simple and straightforward: take action and meet deadlines as soon as possible. Our ultimate goal is ambitious but clear: to become the largest distribution company in the world exclusively showcasing Ukrainian products and services. 

For the coming year, our vision includes: 

• Expanding into the biggest department stores in the UK, Europe, and the USA. 
• Adding more Ukrainian products to our portfolio, with a focus on handbags and men’s clothing this year. 

Every step we take brings us closer to this vision while supporting Ukraine and showcasing its resilience and creativity to the world.