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Our People

Christine Serdjenian Yearwood is the Founder and CEO of UP-STAND. She oversees all aspects of the business, from product planning and design to inventory management, manufacturing, pricing, and shipping. Christine also develops retail and wholesale partnerships, handles press and customer service inquiries and UP-STAND’s social media accounts, and develops and executes advocacy efforts, campaign partnerships, and community events. As a consultant, she provides expert recommendations on the latest and best accessibility designs, products, and policies for expecting and new parents.

Christine has worked for the NYC Department of Education, Counterpart International, Teach For America, the Harlem Children’s Zone, WorldTeach, and in the Athletic Department at Yeshiva University. She serves on the Board of Directors of Girls of Armenia Leadership Soccer and on the Advisory Board for Healthy Babies Are Worth the Wait (Queens).

M.E. in Higher Education, Harvard University
M.S.T. in ESL, Pace University
B.A. in Sociology, Brown University

Outside Interests
Raising a toddler! 
Soccer: Christine played Varsity Soccer at Brown University, earning the Dobson/Kay Varsity Women’s Soccer Coaches’ Award and the Margeson Most Team Spirit Award, and was voted Team Captain her senior season. She also trained with the Armenian Women’s National Team before the program was terminated, and continues to play in several leagues in NYC.

Christine often hires outside services and collaborates with other entrepreneurs. If you are interested in working with UP-STAND, please email