My Cart

Close

Meet Yeva

I became inspired to start this brand during my process of re-committing to unconditional self-love as well as love for our planet, which I realized were the same thing. This process became, and still is to this day, a journey of rediscovering my true values and deepening my alignment to nature through conscious travels, movement and holistic medicine - with the help of friends and teachers.  

At a young age I started working in the fashion industry and while I fully enjoyed exploring new cultures and different people from across the globe,  the feeling that there was something missing grew stronger until I knew I had to change. 

It became hard for me to recognize myself and I realized I was becoming disconnected from the little girl that grew up amidst the splendor of the Ural Mountains. For that girl - everything mattered: every little insect, stem, leaf, stone in the river.. why and how it was created, transformed, coexisting and communicating. I would stay in the shower helping the last drops of water down the drain with the previous ones, imagining how devastating would it be for a mama-drop to lose her baby-drop. 

Somewhere along the way that sensitive girl became buried under randomly absorbed ideas and the unconscious consumption of what seemed to be appropriate in whatever society I´ve happened to belong to. When the pendulum flew off-scale, I chose to dig deep in an effort to reconnect to that girl's essence. What I discovered was both embarrassing and liberating - I had spent so many years trying to be someone else while completely ignoring the natural gifts I carried. I had assumed these were merely side-effects of my shallow “addiction to beauty” that I was deliberately trying to mask with mind-entangling books I was reading, getting farther away from the capacity to re-discover my own truth.
However, the day finally arrived, and I saw that my inner sense for aesthetics and beauty is a precious gift to be cultivated and carried with pride - as being able to create beauty is being able to create harmony.
Falling in love with myself also came with reconnecting deeply to Mother Earth and all the various forms of life on her. She taught me faith to be able to create and share what I love while staying true to my values in service. She taught me it was my sole purpose.  

My amazing mother taught me how to sew when I was 6 years old. I was creating clothing for myself occasionally, remodeling vintage or traditional patterns I would find around the world. Being on the road most of my life and descending from gypsy lineage, I was inspired by the Silk-Road travelers who had to pack lightly and smartly. Despite the alternating heat and cold of the deserts and mountains, they persevered, and upon arriving they were able to present themselves in all their glory to kings and merchants. Quality, comfort or beauty simply could not be compromised. 
Additionally, the concept of Wabi-Sabi spoke directly to my heart - and as soon as I absorbed it, this way of living and creating was the only way that made sense for me. 
Every day someone would ask what is it I am wearing that makes me look so divinely comfortable in my own skin. 

Love. I was wearing my love. And I had to share it generously.