Two Ukrainian-born attorneys turned California-based founders share how their personal journeys, global perspective, and creative edge are transforming intellectual property law for the modern world.
Olena Shum and Yulia Leshchenko are the powerhouse duo behind Name & Fame a legal and marketing agency that blends deep-rooted IP expertise with a bold, creative approach to brand growth. Drawing on their shared Ukrainian heritage and international experience, the two attorneys built their careers from scratch—twice—and emerged with a mission to empower global entrepreneurs to protect and elevate their ideas. In their own words, here is their journey, in full voice, heart, and purpose.
Our Professional Journey & Expertise
Olena: It’s been a long and interesting journey. After graduation, I initially planned to pursue a career in M&A, but I decided to explore intellectual property law – and that choice completely changed my path. What started as a curiosity quickly turned into a long-term passion. Looking back, it was one of the best decisions I’ve ever made.
IP law is not only an intellectually engaging field, but it’s also incredibly dynamic. Especially today, with the rapid rise of AI technologies and new inventions, it feels like you’re constantly standing at the intersection of innovation and law. It’s a space that challenges you to grow, adapt, and expand your knowledge every single day – which is exactly what keeps me inspired and motivated.
It’s where we met with Yulia, where new horizons opened for us, and where the idea for our project Name and Fame was born. That shared foundation in IP law became the starting point for everything we’re building today.
Yulia: Honestly, I didn’t dream of becoming a patent attorney from the start. After law school, I took a position at an IP firm – just to try something new. But I quickly got hooked. It was fascinating to work at the intersection of law, innovation, and creativity. That’s also where I met Olena, my future partner and friend.
Over time, we each launched our own businesses separately while continuing to collaborate professionally across our firms. Even though we ran different companies, our values and vision kept aligning. Throughout all these years, we’ve worked extensively with all types of intellectual property – including trademarks, patents, industrial designs, and more.
Years later, when we both found ourselves in the U.S., we knew it was time to officially join forces. That’s how Name & Fame was born — a joint project blending our legal expertise and creative drive.
Our Roots & Global Perspective
Yulia: My Ukrainian background is always with me — in my work ethic, my mindset, and the way I connect with people. I know what it means to build everything from scratch. I also deeply understand immigrant clients and international founders because I’ve walked that path myself.
That perspective helps us not just give legal advice, but truly support creatives and entrepreneurs trying to break into the U.S. market. I also stay connected to Ukraine through charity work — I’m currently involved with Dobrobat, a volunteer initiative helping to rebuild communities and infrastructure damaged by the war.
Olena: I’m proud to be Ukrainian, and I carry that identity with me in everything I do. The professional and life experience I’ve gained over the years is something I can apply anywhere in the world.
Being a true professional isn’t just about knowledge – it’s about skills, adaptability, and knowing how to apply that knowledge in different life and business situations.
Navigating Challenges & Growth
Yulia: Rebuilding your career in a new country is never easy. I had to start again — working under supervision, passing the bar, and adapting to a new system, all while raising two kids. But it also gave me clarity and courage. Instead of just waiting for opportunities, I chose to create them. That’s how our agency was born — with vision, grit, and a bit of magic.
Olena: Yes, it has been both challenging and incredibly rewarding. Working in this field has given me a distinct perspective — one rooted in resilience, innovation, and a deep understanding of how to navigate different legal and cultural systems.
I truly believe that success isn’t just about growing and maintaining a business — it’s also about having the strength and vision to build it from scratch when needed.
Staying Current & Serving Creators
Olena: In today’s tech-driven world, staying informed is easier than ever – you can access the latest updates from anywhere. But beyond digital resources, I find real value in connecting with the professional community.
We regularly attend events and conferences where new developments and practice are shared and discussed. These gatherings are not only informative but also a great opportunity to exchange insights.
Yulia: I’m a knowledge sponge — I genuinely love learning. Whether it’s changes at the USPTO, EUIPO, WIPO, or trends in branding and digital content, I stay plugged in.
I also make sure to keep a pulse on what matters to our clients — especially creatives who often don’t speak “legal.” I translate complexity into clarity — and that’s part of the job I love most.
Life Beyond the Law
Yulia: In reality, I’m still figuring it out — but I do my best to balance it all. A big part of my life revolves around my kids and their activities.
My older son plays soccer professionally, so I proudly wear the titles of “soccer mom,” “referee,” and sometimes “part-time Uber driver for extracurriculars.”
We also love playing golf together — it’s our way to slow down and connect. As a family, we’re big on skiing, spontaneous getaways, and anything involving the ocean. Even if it’s just a weekend, we try to escape and reset. And of course, I carve out time for myself — whether it’s a quiet beauty ritual or a girls’ night out, I believe every woman needs a moment to recharge and reconnect with her own energy.
Olena: That’s a great question. For me, it all comes down to time management and knowing what truly matters – it’s about prioritizing. I treat my hobbies the same way I treat important meetings: I schedule them in.
I’m a show jumper, I love hiking and tennis, and I’m also an entrepreneur. I’ve learned that without recharging, it’s hard to stay creative or find new solutions. So for me, hobbies aren’t a waste of time – they’re essential. They provide quality rest, reset my mind, and help me stay focused and energized for future achievements.
Where Passion Meets Purpose
Yulia: One of the most vivid examples was when Olena and I were developing the concept behind Name & Fame.
It wasn’t just a business project — it felt like the natural intersection of everything we love: law, branding, storytelling, design, and creative transformation.
Olena: Absolutely and I completely agree with Yulia on this.
One of the most memorable moments was when we decided to launch Name & Fame. It was that rare and powerful point where personal passion met professional purpose.
It’s incredibly fulfilling to do what you love and love what you do. Starting this project wasn’t just a career move – it was a natural extension of our shared values, interests, and vision.
Advice for the Next Generation
Olena: Read, read, and read. Staying up to date is essential in the field of IP law. Think of it like your favorite series: if you’re passionate about it, you’ll always find the time and energy to follow it.
I also encourage sharing your thoughts on social media and building a community of like-minded professionals. Surrounding yourself with people who are on the same page helps you grow and stay inspired. And most importantly, be ready to evolve every single day.
Yulia: Start by getting curious — about tech, creativity, branding, design — because IP law touches all of it. And don’t be afraid to ask questions or take the less traditional route. This field isn’t just about rules and filings — it’s about protecting ideas that change the world. If you lead with purpose and stay flexible, IP law can become an incredibly rewarding path.
The Vision Behind Name & Fame
Olena: With over 15 years of experience in the field of intellectual property law globally, we’ve developed not only deep expertise but a genuine passion for helping creators and businesses protect what they’ve built.
Working in this field for so long requires more than just knowledge – it demands commitment and a belief in the power of ideas.
Our shared vision came from recognizing that IP protection and digital marketing are a dream team. Together, they give brands both the security and visibility they need to thrive.
Yulia: It started with friendship and mutual respect. Over the years of working together — first in Ukraine, then reconnecting in the U.S. — we realized how powerful our combined backgrounds could be. Olena brings branding, marketing, and creative vision. I bring the legal expertise and strategic foundation. That shared purpose shaped the vision for Name & Fame — a project where law meets influence and creativity.
Photography by Trynh Photo
