At the beginning of 2022 we had planned to start preparations for our entry into foreign markets. Instead, with the beginning of the war, the brand had to scrap preparations and make the lead into the global market at a moment’s notice, with little detailed analysis or calculation of the risks. We’d also planned for the new Guzema boutique to open in Kyiv, but we had to postpone until February 2023. A lot has changed in the last year.
The evening before the full-scale invasion on February 23, our team discussed the possibility of launching a new project and an offline event. Little did we realise that war would be on our doorstep in the morning.
The next day, I had to make some pretty big and urgent decisions. First, I decided to quickly pay all of my employees’ salaries