In my line of work, I’m fortunate to meet many values-led business leaders and entrepreneurs who inspire me both professionally and personally – from whom other leaders can learn so much. One such person is Brazilian fashion designer Yane Cook, founder of independent London-based fashion brand Leblon. 

The value of determination runs through Yane’s story – an unwavering commitment to achieve your dreams, regardless of the obstacles that lie in your way. Determination requires you to be focused and persistent; to be decisive and resolute. Determination can enable you to truly take control of your life. Yane tells me that if you have a dream, and if you are determined, you can turn your dream into reality. 

Born in Brazil, Yane grew up in a close-knit family. Her mother was a couture designer, so from an early age she was exposed to the world of fashion and design. Watching her mother closely, Yane gained a practical education – and an intimate understanding – of how to cut and shape, how to join fabric together, and how clothing should sit on the body. Living nearby both the city and the beach, Yane was influenced by different people, fashions, and lifestyles she witnessed. 

Yane has worked with fashion brands all her life – first as a ‘fit model’ and later when collaborating with other designers. That experience, and those early years learning from her mother, have given her a unique ability to fit clothes. With her exacting standards, where “nothing is ever good enough” Yane has been on a constant quest for a better style, cut, and fit – resulting in her designs being celebrated by numerous others.

Overcoming hurdles

In 1993, chasing her design dream, Yane moved to the UK to study fashion. As often happens, she met a man, fell in love, got married and temporarily placed “her dream in a drawer” due to the demands of bringing up a young family.  But Yane’s steadfast determination ensured that she never gave up on that dream. Not even a global pandemic could stop her. 

Despite the crippling restraints of Covid-19 lockdowns, and with a young family to care for, Yane launched Leblon London. Named after the now affluent neighbourhood in the southern zone of Rio de Janeiro, Leblon is also the name of the local beach – hence Yane’s multifunctional designs that are suitable for casual wear and also for formal events. 

Pre-pandemic, Yane had already developed her collection, sourced fabrics, worked on prints, produced samples, and perfected her look-book. Instead of a physical shop she launched her designs online. Word of mouth quickly helped build her reputation, particularly because her fittings were spot-on. I know from owning some of her incredible clothes that she creates stunning, chic, versatile pieces – they make you look and feel feminine. 

Her first post-pandemic show was a charity fashion event held in 2022. Working with an 80s theme, Yane created a rainbow dress that quickly went viral. It fits so well once you get it on that you don’t want to take it off! You just feel slimmer, fitter, better.

Now or never

Yane told me that returning to work after having a career break for children was one of the hardest things she’s ever had to do. “After getting married and having kids, I had to let go of my dream for a while, and that was hard. But after a while, I knew the time was right to restart my collection – or at least, it was now or never!”

Global online marketplace Wolf and Badger now stock her clothes, as do a few physical boutiques. Next year, she’s looking to expand and grow and move into wholesale. But that’s not enough for a determined Yane, she wants to be everywhere – Harrods, Selfridges as well as international. “I’m trusting in my hard work and that the universe has my back,” she tells me. She also has help from her family. Her two boys are very creative and especially supportive of her work. 

As a best-selling author and expert on values, my belief is that our values – which comes from within – creates our unique identity and sustains us through crisis and change. What we can learn from Yane’s determination is to trust in yourself and work conscientiously toward your goals. Never allow others to tell you that you cannot do something.

If you truly believe that you can, trust in the universe – as Yane says – and success will follow.

Written by Dr. Mandeep Rai.
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