Elena Yarmak-Mistress of the Sable Mountain

2024 Author: James Gerald | [email protected]. Last modified: 2023-12-17 14:00

Elena Yarmak is known to the fashion world as the mistress of a successful fur business. The signature boutiques of her Fashion House are located in Petrovsky Passage and on Manezhnaya Square. She owns a VIP salon on Kadashevskaya Embankment in Moscow and a showroom on 57th Avenue in New York (there are Chanel and Louis Vuitton boutiques nearby). Melanie Griffith, Goldie Hawn, Luciano Pavarotti have clothes from Yarmak. Politicians, artists, well-known businessmen are constantly attending Moscow shows.

And even in the early 90s, Elena Yarmak was known in professional mathematical circles as a specialist in the field of modeling economic processes. Then she lived in Kiev, worked in a closed institute of cybernetics and did not think about the fashion business. She loved and knew how to dress well, could create a stunning outfit out of nothing.

Moving to Moscow was associated with the work of her husband, a professor of mathematics. But the move brought a lot of disappointment: her husband's salary was not enough to live in the capital, and Elena herself did not manage to get a job in her specialty. I had to save money - including on outfits. And it is this"

Once, in some store, Elena caught her eye … pantaloons made of lace woolen fabric. Elena was not particularly interested in the product itself, but she liked the material. She thought that a dress made of this material would look good. Wanting to make herself such for her husband's birthday, she went to the factory. Naturally, no one would have sold her anything just like that. Therefore, Elena came up with a story that she is a representative of a Canadian company that is looking for suppliers in Moscow and wants to buy knitted fabric from the factory. Elena attached sketches of models to the story - the factory management liked them so much that they offered to sew these models directly from them. Elena Yarmak decided to take a chance, and when the order was actually completed, she admitted to an adventure. But the models were so good that the collaboration with the factory did not end there.

Later, Yarmak registered her own company and took up furs. Her things are much more expensive than the Greek ones, which are flooded with the market - and all because the skins are purchased at the best auctions in the world. At first, while the brand was not yet popular enough, Elena Yarmak hid the Russian origin of her luxury models. She developed an original advertising policy: when the company opened a showroom in New York, everyone around kept repeating that it was impossible to gain fame without a traditional advertising campaign - insanely expensive. And Elena Yarmak just made people talk about how they like her things: word of mouth advertising turned out to be a win-win. Clients came back and brought acquaintances. Confirming Elena Yarmak's success in the fashion business, Vogue magazine named her the Mistress of the Sable Mountain.