Hi. I’m Yevgenia Aleksandrovna Yushkova, or simply YAY. I’d like to take a moment to introduce myself, my ideas, and my passions to you. I have been fortunate throughout my life to live in a variety of places, from eastern Russia to the Philippine Islands, and truly experience the exquisite charm of various cultures first hand. This has made me realize one thing- everyone is most beautiful when they are free to be themselves. After working as a top executive in a multinational fashion house, I decided to strike out on my own and see if I could bring this beauty out of every woman I encounter.

I envisioned women like me; women who were proud of their accomplishments, who were excited by their experiences, and who wanted to always feel fashionable but never constrained.

With this in mind, I created YAY brand. It strove to offer unique and innovative designs that encourage freedom, individuality, and effortless style for daring women on the go.

I still believe in this motto from the bottom of my heart, and plan to follow it throughout every future endeavour. I hope you will let your own personal beauty shine alongside mine, and join me in my next adventure.