Valeriya Guzema (L), the founder of Ukrainian brand Guzema Fine Jewelry, poses for a photograph together with television presenter and human rights advocate Maria Yefrosinina, wearing the brand’s “Charity Chain” necklaces. The piece is sold exclusively for charitable purposes, with all the money from sales donated to Tvoya Opora foundation helping children with congenital heart conditions.
Helping others is no longer just the purpose of volunteers and charitable foundations.
Many Ukrainian brands nowadays make it their mission to do good, besides just doing well. They employ people with disabilities, donate to charities, support those in need and, most importantly, make Ukraine a more inclusive and conscious country.