Alright – so today we’ve got the honor of introducing you to Yuliya Charamnykh. We think you’ll enjoy our conversation, we’ve shared it below.

Yuliya, appreciate you joining us today. Let’s start with the story of your mission. What should we know?

From the early days, I knew I was creating a brand that I would love to run and cherish for years, as my baby. I actually joke that this business is my baby number 4. Since my children are very conscious about the environment as well as recycling and composting, I knew I had to start right and define sustainability as a core of the brand. Actually the whole concept of the brand is the response to the effects fast fashion has on our planet. As the brand, we are committed to slowing down, producing pieces that last, creating space for owning less by introducing a capsule collection to your closet. And we are doing it all by using fewer materials, partnering with ethical suppliers, manufacturing local, actually the whole line is made in New York, and fulfillment process is that we pack our orders in biodegradable packaging where all tags, wrapping tissue – everything can go into compost. We also proudly support GreenSparks, a platform that aimed at empowering brands to engage in activities that have a positive social and environmental impact. This includes initiatives like carbon offsetting, sustainable practices, community development, and other forms of social and environmental contributions.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Always being ambitious and career-oriented, I never thought I would become a full-time mom, on the first place, and abandoned my professional dreams to raise my three children. And while being ‘mostly’ happy with my choice, deep down I longed for my old identity that was separate from being a mom. So when pandemic hit and we were all isolated, spending long hours with our families and, of course, ourselves, I had the moment of realization that a few years from now when the kids go off to college and move out, where will I be and how my days would look like? SO I GOT SCARED.
This is when my mind finally started shifting into the direction of where do I see myself and how I want my life to be.
So starting workout more and taking care of my body, I have caught myself with the same routine each morning: staring at my closet in hopes to find an outfit that would transition me from my workout to my other activities throughout the day, an outfit that would make me feel elegant and put-together no matter where my day takes me next. This is when I decided that this my chance to give it a shot and create something that I have been looking for as a customer but couldn’t find on the market.

First, the whole idea starting a brand without any prior experience was so surreal but I went all-in blindly, simply following my gut and any common sense along the way, lol. I started with a simple outreach to my local friends asking them if they had any contacts in the fashion industry. To my biggest surprise, I have received a significant number of referrals in fashion, marketing, sustainability, etc. I was extremely impressed how everyone was so open-minded and willing to share whatever knowledge they had to help me learn and understand what steps had to be done in order to not only create but launch a fashion brand.

This is how WHEN & WHERE was born!

WHEN & WHERE is a sustainable, innovative athleisure brand that brings the power back to busy, active women by providing them with smart, stylish and versatile outfit options that they can wear any time, any place, all throughout the day.

Our multi-tasking capsule wardrobe solutions take you through all of your daily activities without the need for multiple outfit changes. Whether you are going to the gym or to a meeting, our clothing can handle your challenging schedule with ease, so you can feel in control, polished and put together regardless of where your day takes you

Okay – so how did you figure out the manufacturing part? Did you have prior experience?

When I embarked on this journey, as I’ve mentioned before, my knowledge was virtually nonexistent. I was uncertain about where to begin, from initiating the design process to sourcing fabrics, and finding a suitable manufacturer — the challenges were numerous. My primary goal was to ensure local production, as it was crucial for my brand’s distinction to be recognized as ‘Made in New York’. Fortunately, I joined a program for emerging designers, Startup Fashion, which proved invaluable in guiding me through the initial phases of brand development and provided access to a network of essential contacts. It was through this program that I connected with my current manufacturing partner. I consider myself lucky to have the chance to produce my line at this facility, genuinely earning the label ‘Made in New York’ for my brand.

In terms of the lessons learned, there are some key points:
– Quality Control is Crucial: Ensuring that your products meet a high standard of quality is essential. It involves regularly checking products for defects and ensuring that the manufacturing process stays consistent.
– Understanding Costs: Manufacturing involves various costs, including materials, labor, overheads, and logistics. Learning to navigate and optimize these costs without compromising on quality is vital for the financial health of your business.
– Importance of a Reliable Supply Chain: A strong and reliable supply chain is crucial. This means having dependable suppliers for materials and ensuring that they can deliver consistently and on time.
– Scalability Matters: As your brand grows, your manufacturing process needs to be able to scale. Understanding the limitations and capabilities of your manufacturing setup in terms of scaling up is essential for planning growth.
– Building Relationships with Manufacturers: Developing a good working relationship with your manufacturer can be incredibly beneficial. It can lead to better negotiation terms, priority treatment, and invaluable advice and support.
– Flexibility and Adaptation: The ability to adapt to new trends, customer demands, and unforeseen challenges in manufacturing is key. Flexibility can help in pivoting quickly when required.
– Compliance and Ethics: Staying compliant with industry standards and ethical practices is not just about legality but also about brand reputation and customer trust.
– Time Management: Understanding lead times in manufacturing and planning accordingly is crucial to avoid delays in product availability.
– Feedback Loop: Establishing a feedback loop for your products can help in continuous improvement. This includes getting feedback from end-users as well as from within the manufacturing process.
– Environmental Impact: More consumers are now conscious of the environmental impact of products. Learning about sustainable manufacturing practices and incorporating them can be a significant brand advantage.

How’d you build such a strong reputation within your market?

Building a reputation within a market, especially in a field as competitive as fashion, typically involves a combination of several key factors: – Quality of Products: Consistently delivering high-quality products is perhaps the most crucial factor. It’s essential that your products meet or exceed customer expectations in terms of design, functionality, and durability.
– Customer Service Excellence: Providing outstanding customer service, including effective communication, prompt responses to inquiries, and handling issues or complaints professionally, goes a long way in building a positive reputation.
– Brand Identity and Consistency: Developing a strong, unique brand identity and maintaining consistency in your messaging and product line helps in creating a memorable brand that stands out in the market.
– Authenticity and Transparency: Being transparent about your business practices, sourcing, production processes, and values can foster trust and loyalty among your customer base. Positioned as sustainable brand, it is important to comply with all sustainability initiatives we have committed to, such as producing pieces that last, creating space for owning less whilst owning quality and we’re doing this all by using fewer materials, partnering with ethical suppliers, keeping things local and shipping our products in biodegradable packaging.
– Engaging Marketing and Storytelling: Effective marketing strategies that tell a compelling story about your brand and products can resonate with your target audience, building emotional connections.
– Networking and Collaborations: Building relationships within the industry, including collaborations with other brands or influencers, can expand your reach and credibility.
– Innovation and Keeping Up with Trends: Staying ahead of or in tune with market trends and continually innovating can position your brand as a leader in your field.
– Social Proof and Reviews: Positive reviews and testimonials from customers can significantly influence new potential customers and enhance your brand’s

Contact Info:

• Website: https://whenandwherenyc.com
• Instagram: @whenandwhere.nyc
• Facebook: @whenandwhere.nyc
• Linkedin: https://www.linkedin.com/company/when-where-nyc/?viewAsMember=true
• Youtube: @whenandwherenyc

Image Credits
Panayiotis Simopoulos (@panayiotis_simopoulos)