Yulia Eremeeva is a master of the traditional costume studio “Russian Beginnings”, a graduate of Kosygin Moscow State Technical University, creator and head of the jewelry brand BEREGA. The brand is based on her perception of the territory of the European North of Russia, the aesthetics of folk clothing of this region and the handicraft experience associated with it. The jewelry is created by hand, using the traditional embroidery technique - whitewashing.

In 2023 the shores started a big project - they bought an old wooden house in the Arkhangelsk region and now they are reconstructing it. It is planned to organize a BEREGA workshop there.