By: Natalie Johnson
In an age where scale often masquerades as success, one woman is helping retail businesses stop chasing growth and start building smarter. Meet Yevgeniya A. Yushkova, or simply YAY — fashion executive turned transformation architect — who is reshaping how consumer brands think about private labels, merchandising, and end-to-end operations.
From launching 19 multimillion-dollar private label brands to leading cross-functional teams in some of retail’s most demanding arenas, Yushkova saw a repeating pattern: brands expanding quickly while quietly bleeding margin. That insight gave birth to Yushkova Design Inc. (dba YAY Designs)—a boutique consulting firm focused on profitable retail.
Why Creative Vision Alone Isn’t Enough
For many retailers, growth can be misleading. “You can grow the top line and still see your margins shrink,” says Yushkova, who now leads a team of consultants with over 79 years of combined experience across design, merchandising, sourcing, and supply chain.
Most businesses operate in silos—creative teams push new ideas while operations scramble to catch up. But speed without structure can create fragility. “You can’t scale chaos,” she emphasizes. “We help our clients slow down just long enough to fix what’s broken, then build systems that support sustainable, long-term growth.”
Yushkova Design does this by embedding directly within client organizations, identifying inefficiencies, and designing custom solutions that help unlock margin, improve collaboration, and reduce costly bottlenecks.
The Hidden Profit Leaks Inside Your Merchandising Strategy
What makes YAY Designs so unique isn’t just its consulting chops—it’s their ability to connect the dots between creative ambition and operational excellence. “Private label isn’t just about cost savings,” Yushkova explains. “Done right, it’s your biggest lever for boosting profit and brand loyalty.”
Too often, retailers launch private labels without a real plan—no data-informed assortment strategy, no alignment across teams, and no scalable infrastructure to support growth. The result? Flat sales, excess inventory, and unpredictable customer demand.
Her firm helps brands return to the basics: redefining strategy, pricing, supply chain, and brand identity from the ground up. With her team’s assistance, clients have experienced significant improvements in lead times and margins.
Case Study: From Stalled Growth to Margin Machine
In a recent engagement, a fast-scaling retail client had rolled out multiple private label lines but couldn’t understand why performance wasn’t improving. Design and merchandising weren’t aligned with sourcing, and the rigid supply chain couldn’t pivot to meet demand.
After a full diagnostic, YAY Designs rebuilt the business from the inside: creating flexible processes, optimizing assortments and supply chain, defining and implementing systems, and introducing continuous improvement methodology within cross-functional teams. Within months, the client reduced delays, capitalized on bestsellers more effectively, and increased category margins by over 25%—without adding headcount.
“These are the wins people don’t always talk about publicly,” says Yushkova. “But they’re the ones that help protect your business in any market.”
Lean Meets Luxury: The Philosophy Behind the Firm
Yushkova is a Lean Six Sigma Black Belt–certified, but her approach is anything but rigid. “Lean isn’t about doing more with less,” she says. “It’s about doing the right things, more effectively.” Her framework combines data-backed analysis with flexible, creative thinking, giving brands the structure they need without stifling innovation.
Unlike large consulting firms that push generic playbooks, YAY Designs offers highly customized engagements tailored to each client’s goals and organizational DNA. The firm’s phased-in approach ensures adoption at every level—starting with diagnostic discovery, then building a roadmap that actually gets implemented.
“We don’t just advise. We execute, side by side with your team.”
Turning Roadblocks Into Results
What are the common roadblocks YAY sees? Silos. Firefighting. A lack of visibility. “Teams are stretched. Leaders know something’s off, but they don’t have the time or bandwidth to fix it,” she says. “That’s where we step in—not to overhaul everything, but to redesign the core structure so the business works more effectively.”
For emerging brands, the firm helps define target audiences, refine product offers, and build demand-driven go-to-market strategies. For legacy companies, they optimize inventory flow, restructure supply chains, and empower merchandising teams to better manage profitability.
“We’re not here to make you dependent on consultants. We’re here to help you build strength internally.”
LA-Born Vision, Global Impact
Though her firm works with brands across the U.S. and internationally, Yushkova’s roots and style are distinctly LA—blending innovation, design-forward thinking, and entrepreneurial grit. She successfully launched and scaled a self-funded fashion brand globally before founding her consultancy. Her women’s convertible clothing brand was the only U.S. brand invited to take part in Philippine Fashion Week for multiple seasons in a row.
Recognition hasn’t been in short supply. She’s won awards for rapid PLM system implementations, scaled influencer-led apparel brands, and remains one of the most sought-after voices in private label development.
What’s Next: Empowering the Next Generation of Retail Leaders
YAY isn’t stopping at consulting. Her firm is expanding to offer strategic toolkits, leadership training, and invite-only executive roundtables to equip decision-makers with frameworks they can apply right away.
“Retail doesn’t need more fluff—it needs structure, clarity, and execution,” she says. “Our mission is to raise the bar of excellence in the industry, one brand at a time.”
Want to Join the Next Retail Roundtable?
If Yushkova’s insights resonate with you, you’re invited to apply for a spot in her upcoming Executive Roundtable—a monthly recurring event where retail leaders unpack the hidden challenges in their operations and explore practical strategies for scale.
Seats are limited. All participants receive a complimentary business assessment and access to proven tools that have helped dozens of brands optimize margins, streamline operations, and future-proof growth.
Power Quotes from Yevgeniya Yushkova
“You don’t need more product—you need smarter, data-driven assortments.”
“A weak assortment doesn’t just lose sales—it can damage your brand’s credibility.”
“Inventory isn’t an asset if it’s not moving. It’s a liability.”
“Strong margins come from strong decisions—starting with what, how much, and when you buy.”
“Most leaders aren’t failing to grow—they’re failing to scale effectively.”
Connect with Yushkova Design Inc
If you’re serious about building a profitable, scalable retail brand, this is your call to action.
Website: www.yushkovadesign.com
Disclaimer: The views and strategies shared in this article are for informational purposes only and do not constitute professional advice. Results may vary depending on individual circumstances, and the author or publisher is not responsible for any outcomes resulting from the application of the discussed concepts. It is recommended to seek professional guidance tailored to your specific needs before making any business decisions.