One detail changes everything: the creators of the VUA-LYA brand on inspiration, principles, and family values
One accessory can change everything, making an outfit complete and memorable. This principle became the foundation for VUA-LYA brand creators Zlata Fisenko and Yelena Kirpicheva. Inspiration from the beauty of their native region, attention to detail and a pursuit of perfection became the company's cornerstones. Stylish totes, crossbody bags and clutches made from jacquard and tapestry fabrics with original prints can be found at the Department Store RUSSIA.
Transformation as if by magic
In 2020, two friends decided to create a beautiful New Year's mask with a veil. As if by magic, one accessory attracted new ideas and the first customers.
"Our brand didn't start with business strategies and a desire to make money. We wanted to find out what we were capable of. The greatest reward was not profit, but the happy eyes of our wonderful customers. It's incredibly valuable to see that these items make her even more beautiful and happier," Yelena Kirpicheva told the press office of the National Centre RUSSIA about the beginning of her journey.
This is how the name VUA-LYA was born: just add one small but luxurious detail and voila — the entire look is transformed, as if by magic. The name also contains a reference to the word "veil," which adorned the New Year's mask — the brand's very first creation.
In search of their own style
The brand's focus shifted from wedding accessories to shoppers and totes. The path to recognition was not instant: the first items were of high quality, made from expensive fabrics, but they still lacked that special something. The turning point came with the decision to work with Russian manufacturers of tapestries and jacquards.
Thus, the VUA-LYA brand formed its approach: not to be afraid of experimentation and to continue working on a product until it looks and feels 100% perfect.
Inspired by the beauty of the Baltic
VUA-LYA's main source of inspiration is the nature of the Kaliningrad region. According to Zlata Fisenko, the beauty of the region gives her a sense of true happiness: "I cannot live without the sea. For me, happiness is simply strolling along the beach, admiring the play of light on the water, feeling the warmth of the sand beneath my feet. In such moments, you understand very keenly: everything around is so beautiful that you want to match it."
As the brand's founders noted, it is important that the beauty of their homeland finds expression in the design of their products. The collection includes bags with lupin fields — models inspired by impressions of the endless lilac-pink slopes of the Kaliningrad region. Other patterns are inspired by the Curonian Spit — Yelena's favourite place — with its dune lines, shimmering sands, sky and sea that are never quite the same.
A brand that unites the family
The VUA-LYA brand might never have come to be if Yelena and Zlata had not been supported by their families from the very beginning. Their husbands got involved in the project, helping with everything from developing business strategies to everyday tasks.
"When a woman decides to start her own business, some men find this displeasing. After all, it's obvious that she will no longer be able to devote as much time to family and household matters as before, and it may affect the shared budget as well. Fortunately, this is absolutely not our story. Our loved ones have always supported us in everything, our husbands have been proud of us and have always shown genuine interest in our work. This became an important resource at the stage when the brand was just forming and required a great deal of effort and attention," noted Yelena Kirpicheva.
Each of the founders has two children, a son and a daughter, who happily participate in the life of the brand. They were VUA-LYA's very first models, trying on the accessories created by their mothers.
At the National Centre RUSSIA, you can find products from other Russian designers and brands as well. More than one is represented — alongside it you can see other interesting Russian accessory brands. Each of them works with national motifs in their own way, reflecting regional characteristics and their own creative vision.
For example, the "Russians in Fashion" scarves by designer Nina Ruchkina transform the country's historical and cultural legacy into a contemporary fashion language: Dymkovo toys, Gzhel and Ural gemstones come to life in her original prints. The "Russian Crown" brand offers modern kokoshniks — from everyday to bridal — making the traditional headdress a relevant accessory for women of all ages.
Yelets lace products from "Kruzhevnoy Kray" ("Lace Land") complement this ensemble of accessories from the regions of Russia: from delicate collars and cuffs to interior textiles created on the basis of traditional folk crafts. Together, the Department Store's brands form a unique space for those who seek not only beauty in fashion, but also a connection with their native culture.
