Meet the Author

Yevgeniya A. Yushkova “YAY” is the founder and CEO of Yushkova Design Inc, dba YAY Designs., a boutique fashion business consultancy known for transforming brands and retailers through end-to-end operational excellence. A Lean Six Sigma Black Belt and seasoned fashion operator, she has spent over two decades leading merchandising, operations, and private-label initiatives for top global and emerging brands.

YAY’s approach unites creative design intelligence with data-driven systems thinking, enabling companies to reduce inefficiencies, strengthen margins, and scale sustainably. Her results include building an $80M omnichannel house brand, launching over a dozen of multimillion-dollar private labels, and improving margins by up to 30% through process redesign and assortment optimizations. 

At YAY Designs, she helps retailers, manufacturers, and consumer brands integrate Agile, pull-based supply chains, Lean Design model, continuous improvement, and profitability mapping frameworks that let teams move faster, make smarter decisions, and chase best-sellers instead of deadstock.

Recognized as a thought leader in fashion and retail operations, private label growth, and merchandising strategy, YAY is a frequent speaker at industry events and a trusted advisor to executives seeking to align creative vision with financial performance.