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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 service events. As a consultant, she provides expert recommendations on the latest and best accessibility designs, products, and policies for expecting and new parents to individual businesses and organizations, as well as offers event management services to set up temporary accommodations at fairs, festivals, and conferences. Christine also creates and delivers workshops to improve family-friendly accessibility efforts in a group setting for business coalitions, colleges, HR teams, and citywide organizations.

Christine has worked for the NYC Department of Education, Counterpart International, Teach For America, the Harlem Children’s Zone, and in the Athletic Department at Yeshiva University to oversee the women's programs and as the Senior Woman Administrator in charge of Title IX Compliance.

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), and served as a 2017 and 2018 CIDNY Poll Site Accessibility Monitor in the NYC General Elections. Christine has been awarded two 2018 neighborhood grants from the Citizens Committee of New York City to improve accessibility locally, The Ramp Project NYC and One Stop Family Pop Up.

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 National Team before the women's 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