Viani: all girls are fond of beauty

Nataliia Boyko has been familiar with sewing since she was knee-high to a duck. Her grandmother and father were fond of it. Nataliia started her professional journey with sewing and knitting for dolls. And when grew up, she became a designer and manufacturer of beautiful clothing for girls under Viani trademark. We asked her how she had managed to live out her dream.

STARTING OF OUR BUSINESS

After graduating, I joined a large company after I passed a job interview. When asked a question about my dream, I answered that I dreamt of making children’s clothing. Nine months later I left this company. What was the hardest thing to start with? Understand how business works, accept that the beautiful life in the office is over, and switch from heels and costumes to the market.

My business journey began with sales of children’s goods by Ukrainian manufacturers; I went to a wholesale warehouse in Kyiv and left all my money there. Later I had enough money to for products by Turkish manufacturers, then Italian ones. While selling, I learned customer demand and understood what clothing would be most popular with Ukrainian customers.

At the beginning, we placed orders with other workshops and had only a few people in the team. Then we opened our own sewing workshop, because we didn’t want to depend on circumstances that couldn’t be influenced. We’ve been manufacturing children’s clothing of mid-price segment for more than three years.

I really like festive direction, because I am fond of aesthetics, beauty, and perfect look. Today we have three monobrand stores at shopping malls in Kyiv and wholesale buyers all over Ukraine.

WORKFLOW

Every member of our team loves what he does, puts energy into his work. About 10 professionals are involved in manufacture of every item. Even the shortest shutdown can negatively affect the workflow, so smooth-running operation is a must.

Our processing technology ensures children’s comfort. We use natural linings even for school wear. We often use manual treatment and unique handcrafts, since details are very important.

All fabrics are imported, since Ukrainian market of fashion and apparel fabrics is nearly ruined.

SCHOOL WEAR

We didn’t plan to manufacture school wear. But we were let down by the supplier one day, and had to sew school wear by ourselves; in two months our first school collection was ready. At that moment I was shocked, and now I’m even grateful to this supplier. Now school wear is an essential part of our range.

Cancellation of school uniforms could negatively affect our business. But, fortunately for us, we sew not school uniforms in the strict sense of the word but business-style clothing decorated with velvet and lace. Due to this fact, we sold almost the entire collection last season. 95% of wholesale customers made payments for their orders, although they delayed in dealing with it until August.

MANUFACTURE UNDER UKRAINIAN TRADEMARK

One day I was offered to sew clothing in Moscow using Italian labels. I was strongly opposed to it, because it was counterfeiting. Then the war started, and we finally left Russian market.

In 2013, we started to manufacture dresses under Fashionable Children trademark soon changed for Viani comprising of the first letters of names of my family members. Viani was also chosen because we wanted to enter the European market.

On the wave of patriotism, perception of Ukrainian trademarks completely transformed. Now I see smiles on customers’ faces, because we have managed to win their trust.

In many countries, domestic manufacturers are supported by the state: tax exemptions are introduced, participation in trade fairs is partially paid for. Unfortunately, we have nothing of the kind.

COMPETITORS

Of course, we have some competitors in Ukraine, but we cannot compare ourselves to anyone. We can only talk about similar pricing policies or used materials. As for everything else, we are extremely different. We have a large and high-quality range but small production lots, so our clothing is often defined as “exclusive mass market”.

DESIGN AND CHILDREN’S FASHION SCHOOL

It was my cherished dream. I wanted to teach kids what I know. We’ve founded a school for girls aged 5 to 14 years, where we teach sewing, design, fashion, and hairdressing. Last year, the children released their first clothing collection. They also make toys, eco bags, and clothing to use them in everyday life. They see the results of their work, get positive emotions.

PARTICIPATION IN BABY EXPO

Baby Expo is a must-participate business event, where we show the results of our work to the public. Kid and teen models dressed in our clothing grab everybody’s attention when walking the runway. We have been exhibiting at Baby Expo since 2010.

MISSION

I have a dream related to clothing manufacture, but I will keep it secret. I would like as many children as possible to understand what quality clothing is, to love and respect themselves, to strive to wear what they like. We also want the interests of parents and children to coincide. Our mission is love and care embodied in clothing.

Prepared by BABY EXPO team