Behind the Brand
Yelena was born in Kiev, Ukraine, and came to the United States in 1993. All her life she had a passion for fashion, having a great sense of appreciation for beauty, elegance, and authentic style.
Constantly traveling around the world, she would always find unique fashion pieces to take home with her, to New York: Aztec inspired jewelry, crafted by hand in Colombia, Swarovski crystals encrusted Capri sandals, just to name a few…
Frequently being stopped on the streets of New York and asked where her outfits came from, she decided to establish Yelena NY; a brand whose philosophy is to bring a unique mix of fashion products, composed of popular European designers never heard of in the United States. The merchandise selection presented by Yelena NY offers both, luxury high-end footwear, such as python pumps; and casual, yet elegant pieces, such as bold rain boots and classic flats.
The first collection of Yelena NY was launched in May 2011 and was called “From Capri to the Carlyle”. For the first time the NY fashion audience was introduced to one of a kind hand-made sandals and jewelry from the Island of Capri, encrusted with Swarovski crystals, - a design collaboration between Yelena and Italian footwear companies.
Yelena is a strong believer that an outfit that is well put together can make any woman feel confident and happy!
With a new collection up online, she is building on her past success that included multiple pop-up locations at the iconic Carlyle hotel in NY, East Hampton, and Aspen, as well as a celebrity following that counted Susan Lucci, Cameron Diaz, and Jennifer Lopez and many more.