Story perspectives

Ukrainian Entrepreneurs Face Trade Challenges, Seek Adaptation Strategies

9/10/2025

Summary

Story summary

Yana Smahlo, a Ukrainian entrepreneur, rebuilt her fashion brand, Nenya, in the UK, employing refugees and supporting local manufacturers after fleeing the war.
Recent trade policy changes threaten 80% of her wholesale business, prompting a reevaluation of her global strategy.
Ariana Hendry, co-founder of Beysis, stresses the need for agility in adapting pricing strategies and forming new partnerships.
Both entrepreneurs emphasize technology's role in global market navigation, with tools like Shopify enhancing operational efficiency.
They call for clear trade policies to support small businesses, highlighting the importance of favorable conditions for sustainable growth.

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Story summary

Yana Smahlo, a Ukrainian entrepreneur, rebuilt her fashion brand, Nenya, in the UK, employing refugees and supporting local manufacturers after fleeing the war.
Recent trade policy changes threaten 80% of her wholesale business, prompting a reevaluation of her global strategy.
Ariana Hendry, co-founder of Beysis, stresses the need for agility in adapting pricing strategies and forming new partnerships.
Both entrepreneurs emphasize technology's role in global market navigation, with tools like Shopify enhancing operational efficiency.
They call for clear trade policies to support small businesses, highlighting the importance of favorable conditions for sustainable growth.