In the heart of the Dragon’s Den, an extraordinary inspiring, and heart-wrenching story unfolded that left the world moved and inspired. Yana Smaglo, a Ukrainian refugee with an unyielding spirit, shared her journey of transformation, resilience, and hope.
A New Beginning in a Foreign Land, the UK
Yana was a thriving fashion designer in Ukraine, the proud owner of two fashion brands and three successful boutiques. But her world turned upside down in 2022 when the echoes of war reached her home in Kyiv. The sound of bombs shattered the quiet of her morning, forcing her to pack her life into a bag within 15 minutes and flee the only home she had ever known.
When Yana arrived in the UK, she faced the daunting task of starting over. But instead of succumbing to despair, she found a purpose. Her vision was clear: to support her homeland and its people. With determination burning brighter than ever, she set out to build a business that could create a ripple of hope and resilience across Ukraine.
The Birth of Nenya Fashion
Nenya Fashion Limited was born out of Yana’s love for her country and her craft. She founded a fashion brand with a mission that was far greater than profit. Her business model was simple yet powerful— her brand, Nenya is a distribution company that sources high-quality products exclusively from Ukraine for an international market, ensuring that every sale contributes directly to the economy of a war-torn nation.
“Nenya” which translates as motherland (in the Ukrainian language now has 5 fashion brands. Today, this distribution company has 98 wholesale partners across three continents. It has its products in two department stores and a yearly turnover of £100,000.
With every stitch and seam, Yana’s company tells a story of resilience, pride, and hope. For Yana, it was about more than just creating beautiful designs—it was about preserving her country’s cultural heritage and giving hope to the people back home.
The Pitch That Captivated the Dragons
Yana’s journey reached new heights when she appeared on Dragon’s Den, her story resonated deeply. Her story of fleeing war, rebuilding her life, and launching a business that uplifts her homeland captivated the Dragons. The judges were moved by her vision and her unwavering resolve. But more than that, they saw in her the embodiment of resilience. Yana’s pitch wasn’t just about selling her business; it was about sharing her mission—a mission to rebuild, support her motherland, and finally inspire.
When BBC found her business interesting, they contacted her to take part in their show. She was so honest that in response to BBC’s request she said, she had never watched the show and had no clue about it. While pitching her deck to the dragons, she insisted the same and added I had my own business before, I have a strategy, so pitching in front of other business people is fine. But what made me sensitive was the cameras, not the people. Finally, she accepted a joint offer from Meaden and Bartlett, with each investing £40,000 for a 5% share. Collectively she bagged a deal for £80,000 of funding from dragons Deborah Meaden and Steven Bartlett.
One of the Dragons, Peter Jones told her “touched by her story.” Within no time, her presence began to inspire and uplift everyone around her, leaving an indelible mark on the team.
A Bright Future
As Nenya Fashion gains momentum, Yana’s dream of global recognition for Ukrainian craftsmanship is becoming a reality. Today, Nenya Fashion is not just a business; it’s a movement. Through her work, Yana is channeling funds into Ukraine’s economy, preserving the culture of her homeland, and telling a story of hope that transcends borders. Her journey from Kyiv to London is a testament to the human spirit’s ability to rise above adversity.
Her story reminds us all that even in the darkest moments, resilience, purpose, and determination can light the way forward. Yana’s journey isn’t just about survival—it’s about thriving, inspiring, and giving back. Her story is proof that one person’s determination can ignite hope in countless others.