How we got our job as... Co-founders of the luxury fashion label Yvon
Welcome to the Emirates Woman weekly series 'How I got my job as…' where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they'd give to those starting out; and the hurdles they've had to overcome.
Founded on a deep friendship and a shared creative vision, Karina and Almira began their journey in Kazan before launching Yvon, a brand inspired by Parisian elegance and the transformation of femininity. Since its inception, Yvon has grown into a name synonymous with refined silhouettes, timeless detail, and an enduring connection to nature – each dress inspired by a flower from a meaningful book the duo found together in Paris. With a presence in Dubai and a focus on international expansion, the brand continues to evolve with each collection.
To delve into their story, Emirates Woman spoke to the co-founders to see how their journey in the fashion world began.
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A post shared by (@yvonthelabel) What was your favourite subject at school?
KR: Mathematics. I was passionate about its precision and beauty. I had a sense that it could reveal the truth behind everything – like solving an eternal riddle.
AS: Mine was geometry, a subject that blends logic with the ability to visualise and express it through drawing. I remember diligently sketching figures in my notebook. What was your first job?
KR: I earned my first money at 18, working as a nightclub photographer. During that time, I was scouted by a modelling agency in Russia – a moment that shifted my path from behind the camera to in front of it, marking the beginning of my journey in the fashion industry.
AS: I dreamed of becoming a flight attendant since childhood. Growing up with a father who was a pilot, I was always fascinated by the world of aviation. Watching him travel the world and hearing his stories ignited a deep passion. I turned that dream into reality and worked as a flight attendant for four years. What brought you to Dubai?
KR: I signed a contract with an agency in Dubai, fell in love with the city and made it my home. My love to Dubai never vanished.
AS: 'Karina was actually the one who brought me to Dubai, and now I split my time between Kazan and Dubai. Talk us through your daily routine?
KR:My daily routine is rarely the same – it's easier to talk about my monthly routine. I travel a lot for work, directing marketing campaigns twice a month all over the world. My constants include daily calls with the YVON team, staying active, and dinners with friends. The only thing that's truly consistent is my morning coffee.
AS: My day begins with a glass of water, a cup of coffee, and checking my messages. I shower, make breakfast for my son, drop him off at kindergarten, then listen to my favourite songs – usually singing along – before working out and heading to the office to focus on YVON production. In the afternoon, I pick him up, we grab his favourite cake, then have dinner and wind down at home. I light a candle, pour a glass of wine, read a book, shower, and start again. On Fridays, I have a small tradition of buying fresh flowers for the house. What inspired you to launch Yvon?
KR: Almira and I first met 10 years ago at a French café in our hometown of Kazan. Shortly after, we travelled together on our first trip to Milan, and from that point on, an everlasting friendship began. Soon after, we visited Paris together. The charm and beauty of the city became an endless source of inspiration – the inspiration to create a brand.
AS: We felt a desire, a need, to do something of our own. A vision started to take shape. We wanted to create a brand that stands for beauty and quality. Clothes with a perfect fit for everyone, in every size.
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A post shared by (@yvonthelabel) Talk us through the concept and where the name Yvon comes from?
KR: Originally, YVON was an old French male name that only recently began to be used for women. Our dresses reflect that very transformation – strong on the inside, feminine on the outside. What are the key elements of your role?
KR: We've split our roles. While Almira handles production, development, fabric, and hardware selection, I'm responsible for marketing, social media, PR, and all visual components.
AS: We trust each other's decisions 100 percent. There's very little interference in each other's work, which really boosts our efficiency and creates a great working environment. What advice do you have for anyone looking to follow in the same footsteps?
KR: Passion, patience, and endurance.
AS: Don't do it unless you're prepared to make a lot of sacrifices. Tell us more about the pieces?
KR: A book with 400 different flowers was our starting point for creating a dress – a book we bought together on our first trip to Paris. In that sense, everything began with Paris and still connects back to it. Every time we create a collection; Almira selects a flower from that very same book to match each dress.
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A post shared by (@yvonthelabel) What is the best piece of advice you have ever received?
KR: Beauty is the power that comes from a free decision. And what is the worst?
AS: Don't go into business with your best friend. What's the biggest challenge you have had to overcome?
KR: Balancing family and business at the same time.
AS: 'The temptation to give up will be strongest right before victory.' What's lies ahead for the brand?
KR: We're focused on expanding our presence in the U.S. and European markets, while also growing our product portfolio with a wider range of accessories to better meet customer needs. – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
Images: Supplied
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