Yevgeniya A. Yushkova, or simply YAY, is the founder and CEO of Yushkova Design Inc. dba YAY Designs — a boutique consultancy helping fashion and retail entrepreneurs turn creative ideas into scalable, profitable brands. A Lean Six Sigma Black Belt and former executive who has led on both the manufacturing and retail sides, YAY brings over two decades of hands-on experience in design, merchandising, sourcing, process design and private label growth for global and emerging brands.

Through her Self-Starter 12-Phase Fashion and Retail Business Program, YAY guides founders in building a strong business foundation, optimizing assortments, and implementing lean, agile systems that eliminate waste, improve margins, and accelerate growth. Her proven frameworks have helped clients launch multimillion-dollar private labels, reduce lead times, and boost profitability by up to 30%.

Renowned for bridging creativity and operations, YAY empowers brand owners to design with purpose, produce efficiently, and grow sustainably. Her mission is simple — to help fashion entrepreneurs stop guessing and start building with confidence, clarity, and measurable results.