In today's rapidly evolving and dynamic world, we often overlook the finer details that bring joy and warmth to our lives. Taking a moment to appreciate the craftsmanship and artistry around us can be a profound experience. This philosophy is at the heart of Yakush, a Ukrainian brand that transforms everyday tableware into extraordinary pieces of art.

Join us as we engage with Maria Yakush, Yakush’s founder, who shares the inspiring journey from restaurant consulting to establishing a brand that prioritizes sustainable production and heartfelt design.

Tell us about Yakush's founding story and what inspired you to start this venture.

It all started with my first business - it was restaurant consulting. We were involved in developing concepts for restaurants, PR, and marketing. We rebranded one of the restaurants, redesigned its interior, and needed new tableware. At that time, I came across the fact that there were very few exciting offers in the tableware and decor market. As a rule, all companies offered the same thing. In addition, all the goods were imported, not a single Ukrainian name. That's when the idea to create our brand of tableware was born. At first, it was only ceramics, but over time, we concentrated on glass production, which became our main product.

What does "Yakush" signify, and how does it reflect your brand’s ethos?

Yakush is my last name. When thinking of a name for the brand, I decided to keep it simple and gave it my name. It’s simple, short, and easy to remember. Besides, I love this French-Italian tradition of naming brands after the creator's name. If we dig deeper, my family means a lot to me; they play a vital role in my life. Partly, my love for decor and tableware was passed down from them. We always had a lot of exciting things in our house, including vintage pieces. Also, my father and grandfather were always into wood carving, creating everything from candle holders to dining tables. The name Yakush is a tribute to them, my family, traditions, and things made with my hands.

How does Yakush approach sustainability in its production processes?

We use up to 40% recycled glass. This is glass from old production facilities that have long been closed in Ukraine, either their rejects or scraps. This glass is boiled and then used to create new products. Also, we are always searching for environmentally friendly packaging and recently started testing packaging made of mycelium. We are always looking for other exciting startups that offer eco-friendly packaging solutions. We know how important it is to be sustainable and care about the environment.

Can you share any memorable customer feedback that has influenced your product offerings?

The most common feedback is that the item pleases the customer. "This vase makes me smile," wrote one client to us. This phrase became the foundation for our rebranding in the winter of 2023 with DVІIKA Agency. That's how our new slogan, ‘The details that bring joy,’ was formed because this is what is essential to the brand: to create a pleasant emotion and memories while interacting with the brand’s items.

What were the most significant challenges Yakush faced, and how have you overcome them?

Since the beginning of the full-scale invasion, like most brands in Ukraine, we had difficulties producing and selling goods because we did not understand what would happen next and whether it was worth it to continue working on the brand. Still, since April 2022, we have received the first orders from Ukrainians who received temporary protection abroad. We wanted to thank the families of Europeans who helped them by giving them something beautiful made in Ukraine. With the beginning of shelling on the energy sector and power outages, we have some problems with production, but so far, we are getting by. Our production is adjusting to the schedules, but if the situation worsens, we must outsource part of our production abroad. But we are hoping that it will not come to that.

Can you walk us through the typical design process for a new Yakush product from concept to final?

Everything starts with the main idea of the collection. Then, we consider the number of items in the collection, draw their design, and choose the palette and color palette. Then, we order the necessary raw materials for the collection. If we are talking about glass, it's pigments. If we are talking about napkins, it's fabric and threads. Then, the first samples are the most challenging stage of transferring the product from drawing to reality. The samples can be remodeled several times until we reach perfection. When the sample looks like the final product, we start production, and in the meantime, we prepare for the collection's photoshoot. Shooting is an energy-consuming creative process because it must reflect the character of the collection and its mood. It usually involves a stylist, photographer, makeup artists and models, our manager, and me, who handle the visuals on our social media. We also make different catalog shoots and e-commerce shoots for our website. We can launch only when all the materials and items from the production are received! The average time from product idea to launch is 8 to 12 months.

What core values drive Yakush as a company? How do these values influence your day-to-day operations and long-term strategy?

I will probably name the two I mentioned earlier. The first one is sustainable production. In addition to using recycled materials, we produce only what we can sell, and we are looking for new approaches and ideas to develop the brand more sustainably. The second is to create designer functional items that are aesthetically pleasing and mood-giving daily so that even an ordinary lunch with friends or a picnic trip becomes memorable with our items. 70% of our products are bought as gifts for loved ones, and we have a great responsibility not to disappoint the person for whom they are purchased.

How have your products evolved since Yakush was founded?

Yakush started with ceramics in 2017. In 2020, we completely changed the concept and main items. Our primary material is glass, although we continue to work with ceramics, expand the product range, and try new materials.

What is the best-selling product in the Yakush collection?

It all depends on the season. Vases are sold more often in summer, and wine glasses in winter. But among all of them, the absolute bestseller and, incidentally, our first glass product, The Balance dancing glasses, Venus vases, Pollen, and from the latest collections, our glasses from our collaboration with Barta - Blossom Coupe - are breaking all sales records.

Do you have a personal favorite item from Yakush offerings? If so, what is it and why?

Each piece in the collection is like a child to me. There is so much strength and energy each one takes in and then gives back that it's hard to pick a favorite. I have a Venus vase, two-faced glasses, popsicle glasses, Blur glasses at home, an Amazon candle, and the first Khrestyk samples as a memory.

Which brands have inspired Yakush, and how have they influenced your designs and products?

I love Fashion very much, so Fashion brands often inspire me. Schiaparelli, Maison Margiela, PRADA and others. Sometimes, the texture of a fabric or cut of a garment inspires me to use similar techniques in glass. I like what Iittala, Louise Roe, and Helle Mardahl are doing in our field. I'm generally fascinated by Scandinavian design and designers, so when I'm in Copenhagen, I'm inspired by everything from the design of a simple neighborhood bakery to the CopenHill recycling plant.

What are some upcoming projects or product launches that Yakush is excited about?

In November 2023, we started working on the Winter 2025 collection, which will be pretty extensive and contain products in glass and other materials. We will also have several new collaborations. But we have yet to tell you about them in detail; we are keeping the intrigue alive.

Yakush offers unique and beautifully crafted tableware that brings joy and elegance to everyday moments. Their commitment to sustainability and heartfelt design ensures that each piece is aesthetically pleasing, meaningful, and environmentally conscious. Explore Yakush's wide catalog of distinctive glass and ceramic items on its website.

‍

For more handcrafted brands, visit spendwithukraine.com

‍