A Story of Survival, Growth, and Passion for One's Craft

by
Samantha Santiago, MFA

A new fashion boutique, Afina Luxury, opened in Miami only a couple of years ago, but has already attracted clients from across the United States and even abroad. Its founder, owner, and lead designer, Iryna Tiurina, has proven that ordinary people can do extraordinary things. Iryna faced unimaginable challenges, losing everything she owned and people she loved to the devastation of war. Yet, being the embodiment of the word "survivor," she rebuilt her life and business not once, not twice, but three times, eventually bringing Afina Luxury to the United States. Today, this luxury boutique stands as a symbol of strength, beauty, and the individuality of every woman.

 

Iryna was born in Donetsk, where her parents studied at that time, but she grew up in a close-knit community in Bakhmut (formerly known as Artemivsk), a charming Ukrainian city with quiet streets, a school, and parks. It was there that she first became drawn to beauty.

 

Looking for stability in life, Iryna initially pursued higher education in medicine. During her student years, however, she became captivated by fashion and luxury dresses. Iryna started attending and participating in bridal exhibitions, where she saw firsthand how one could create stunning looks and transform the mood through clothing.

 

Donetsk: The First Business 

 

Eventually, Iryna decided to open her own bridal boutique in Donetsk. With her husband's support, she first established Afina Luxury, which later expanded into a chain of three additional shops: Paris, Camelia, and Elite Couture. Iryna took special pride in Elite Couture, which the family practically built themselves, converting a newly purchased apartment into a fashionable bridal shop. In her boutiques, Iryna honed her unique skill: perfectly fitting dresses to each client's figure in a single visit. This approach could be found nowhere else, becoming the brand's primary competitive advantage.

 

The business quickly gained momentum. Iryna’s tailored dresses became a hit among clients coming from all over Ukraine. Her boutiques were featured in national fashion magazines, while Iryna herself was invited to share her expert opinions on TV. Donetsk marked the beginning of her extraordinary success.

 

Everything changed in 2014, when war came into the Donbas region. Iryna’s family, with a three-year-old, had to flee Donetsk, leaving behind the flourishing boutiques and life as they knew it.

 

Kharkiv: A Second Chance

 

After several stressful months, Iryna’s family moved to Kharkiv to start over.  It was a tough time, but she found motivation in her loved ones and her passion for creating beauty. One by one, she reopened three boutiques in downtown Kharkiv – Afina Luxury, Elite Couture, and Madonna.

 

In Kharkiv, Iryna’s business found new life and regained its popularity. Her boutiques were once again participating in bridal exhibitions. Clients felt Iryna’s passion for her work and were impressed by the quality and unique personalized approach offered at her boutiques. Iryna’s ability to perfectly fit dresses in one visit remained key to her business’s success. This approach was valued by many brides-to-be because every minute counts when planning a wedding.

 

Unfortunately, Iryna’s personal and professional life was turned upside down once again in 2022, when war reached Kharkiv. Hiding in the basement of an apartment building while missiles rained down on the city for ten days straight, Iryna and her family made a tough decision to flee their home country and seek protection abroad.

 

The war brought irreparable loss to Iryna’s family: her husband's father, Valeriy, and his uncle died. Their parents were left without homes, forced to seek shelter all over Ukraine. Friends lost their homes, too, and many died or were injured. The city of her childhood, Bakhmut, was leveled. Her entire past was destroyed.

 

Another Start in the United States

 

In 2022, Iryna’s family arrived in the Unted States through the Uniting for Ukraine program. Initially, building a new life in a foreign country without connections or external support seemed impossible. However, Iryna’s inner strength, the support of her family, and valuable experience of starting from scratch kept her focused during those early, challenging months.

 

Her boutique, Afina Luxury, was reborn for the third time in Miami, FL. Once again, Iryna's unique talent proved to be key to success. American clients quickly discovered that dresses at Afina Luxury fit perfectly and effortlessly. Often, a single fitting was all it took, and the dress looked as though it was tailored specifically for them.

 

Satisfied clients kept recommending Afina Luxury to their friends and family, and the word of mouth worked its magic. Soon, women flocked to the boutique from across the country – Florida, New York, Chicago, California – and beyond, including international clients from Mexico, Brazil, Argentina, the Bahamas, and Aruba.

 

Recognition

 

Afina Luxury quickly gained widespread recognition in the United States. American pageant contestants won prestigious competitions wearing custom dresses from the boutique. For example, Elena Zolotareva was crowned Ms. USA Universe 2025 in an Afina Luxury dress, and Adriana Pushchak won the Ms. USA Universe Petite 2025 and Ms. World America 2025 titles in dresses selected and fitted by Iryna.  

 

Afina Luxury also impressed dancers, including multiple world champion Anton Belyaev and his partner, along with U.S. champions Maxim Rodionov and Sofia Marriott, who performed and won in the brand's costumes. This success demonstrated that style and functionality can go hand in hand.

 

Afina Luxury was featured in publications like the Successful Women magazine, and client testimonials on social media further spread the word about the brand.

 

What the Future Holds

 

Today, Afina Luxury is firmly established in Florida. However, Iryna isn’t resting on her laurels and plans to continue developing Afina Luxury, expand its offerings, and possibly open a new boutique. Still, her deep commitment remains unchanged: to make women feel confident and beautiful.

 

Iryna Tiurina's story shows how one can carry love for their craft and passion for beauty through wars and losses. It's a story about strength and talent that turns dresses into a reflection of each woman's personality.

Follow Fashion Model Directory on Linked In, Facebook, Twitter, and Pinterest, !