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An entrepreneur who fled Ukraine with just her laptop and backpack has scored an impressive investment from two Dragons’ Den stars after sharing her heart-wrenching story.
Yana Smaglo moved to Leeds from Ukraine after the Russian invasion as a refugee, and started her fashion business.
Her company, Nenya, showcases Ukrainian brands and turned over £100,000 in just one year.
Yana entered the Den hoping to secure £80,000 for 10% of her business from Dragons Peter Jones, Deborah Meaden, Touker Suleyman, Sara Davies and Steven Bartlett.
‘I worry that I’ll get nervous or won’t understand what they’re asking me about, so of course it’s a big responsibility,’ she said, introducing herself on the programme.
After a fashion show displaying the brands she works with, Yana told the investors: ‘Two years ago, I arrived to the UK with nothing but my laptop and backpack after the full-scale invasion of my country and launched Nenya.’
‘Nenya – made in Ukraine, with love and bravery,’ she said, after an emotional pitch.
Yana Smaglo moved to Leeds from Ukraine after the Russian invasion (Picture: BBC)
She started a fashion company to showcase Ukrainian brands (Picture: BBC)
‘Gosh I feel a bit choked up,’ Deborah replied. ‘I don’t get choked up very often, do I?’
‘It’s quite a heart-wrenching pitch and yet actually quite inspiring,’ Peter added.
Deborah went on: ‘I had quite a reaction, my sister has a Ukrainian lady living with her and her son actually works for me, so I was very touched, because I get to hear everyday the worry.
‘It’s not like you left your country and forgot about it and you’re building a new live over here, so it really touched me.’
Yana began the company from her personal savings of £5,000, which became its first investment, and has grown the business since.
Deborah Meaden admitted she ‘choked up’ at the emotional story (Picture: BBC)
Peter Jones praised the inspirational entrepreneur (Picture: BBC)
‘So I escaped so quick and just grabbed somethings that I had at home,’ she said, recalling packing her laptop, cash, and documents and things she could sell.
She was seeking help from the Dragons because, as a refugee, taking a loan from financial institutions in the UK left her in a very expensive situation.
‘Unfortunately, as a refugee I can’t take any loans from any financial institutions here because they expect that you give the loan back for six months before your visa finishes, and it can affect your current financial situation in the company, so there was no point for me,’ she said.
‘I can go and take a loan but it would be so expensive for me, so it brought me to the idea that I need to find the person who will believe in me and the mission of what I’m doing and will see where I’m going to be in five years.’
Yana’s ambition and drive came from losing everything she worked for and her home (Picture: BBC)
When quizzed on where she would want to be in five years, she went on: ‘I want to be the biggest distribution company and in general I don’t want to stop on the fashion business, I want to add some of what we’re producing the best in Ukraine and bring it to the rest of the world.’
After Steven praised her ambition and drive, Yana – who revealed she has no family but friends still at home in Ukraine – said: ‘Let’s say when you lose everything that you worked for and your home, and you need to build your life again, that drives you a lot. Plus, I really want to help and do something for my home country.’
Her emotional story tugged on the Dragons hearts, and left her with four offers.
Though Touker worried the business in its current form wasn’t investible, he considered teaming up with all four other Dragons, while Sara, Steven and Deborah offered the full amount.
‘I’m trying to separate heart from head here because at the end of the day when people are buying their products they want something they love and I think you’re hitting a sweet spot, it’s not crazy expensive but it is luxury,’ Deborah commented.
Steven Bartlett was one of two Dragons to invest (Picture: BBC)
Steven said: ‘Yana, I think it’s incredible because I think you’re a really great bet, whether it’s this or something else you do, I’d love to be on that journey.’
Sara added: ‘Yana, I love what you’re doing so I’m more than happy to offer you what you’re asking for, either on my own or as a collaboration.’
But Peter decided that with the other three going all in, he would step back.
‘I am so, so pleased to be sitting here after three Dragons have made you an offer for what you had asked for, and if they had not, my heart 100% would have taken over, and I can tell you I’d be making you an offer because you have the people of Ukraine behind you and I think this is a beautiful thing you’re doing,’ he remarked, declining to put an offer in himself.
Taking her pick of the four offers, Yana decided to collaborate with both Deborah and Steven.
She said: ‘It’s always a pleasure to speak with smart people who know a lot about business, I would love to have on my board Deborah and Steven, so if it’s okay for you, we can split the share 5% each.’
‘I’d get a little leap in there,’ Deborah said pointing to her heart, as Steven said how proud he was of Yana for her pitch.
Speaking to the camera after her success, Yana said: ‘When I came here two years ago really scared and didn’t know what to do, this shows me that my ideas and my vision can grow and do amazing.’
‘That was definitely part heart for me,’ Deborah later said.
Dragons’ Den airs Thursdays at 8pm on BBC One and iPlayer
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