As consumers pull their business from Russian companies in a show of solidarity with Ukraine, they're also potentially cutting ties with businesses that aren't even run by Russians or that employ Ukrainians.

When Russia began its attack on Ukraine on February 24, the impact sent shock waves through America's business community. Suddenly any business with even loose ties to Russia became a target.

Just ask Vlada Von Shats, the owner of the Russian Samovar, a bar and restaurant in New York City, which has served the community since 1986. Von Shats tells Inc. that, in recent weeks, reservations nosedived as much as 60 percent. Though she's only now starting to see a rebound, the drop in sales, she says, hit her staff the hardest. Some of her employees are Ukrainian, she claims. One employee lost a niece during the onset of the war, while another staff member got stuck in Europe when he traveled home to Ukraine just days before the war erupted.

Von Shats, who was born in Russia but says she is a quarter Ukrainian, adds that the threatening calls have been insult to injury. "My staff who answers the phone came up to me and said, 'I was just called a Nazi,'" Von Shats says. "So I started picking up the phone and people were calling us 'fascists,' telling us to 'stop the war,' or telling us to 'get out of the country.'" Von Shats says she brought on security as a protective measure. 

Her business is one of many unfortunate victims in a conflict that they didn't start. The attendant backlash over Russia's invasion into Ukraine, which is now entering its fourth week, has been swift for businesses that trade in Russian-made goods and still others helmed by business owners who claim no Russian heritage at all.

In the days following the start of the incursion, Russian-centric businesses operating in the U.S. reported canceled reservations and empty tables. Then came the threats and hate crimes. The Washington, D.C.-based Russian House Restaurant & Lounge was recently vandalized; someone broke the establishment's windows and door, according to a report from WUSA9.

To avoid similar backlash and to broadcast solidarity with Ukraine, companies are scrubbing their own businesses' names. A Russian eatery in Texas shortened its name from "The Russian House of Austin" to "The House," as reported by local news outlet KXAN. Stoli Vodka, a liquor brand owned by Stoli Group, which is based in Luxembourg, changed its name to Stoli from Stolichnaya. And the New York City-based Russian restaurant Sveta, which has a Ukrainian owner, was battered with one-star reviews, according to Eater. The restaurant decided to remove any mention of the word Russian from its online presence.

Though Von Shats says she thought about removing the word Russian from the restaurant's name, she won't move forward with it. She didn't name the restaurant to begin with. Von Shats took over the family business in 1993. Since she didn't start the business, she says, she doesn't believe she has the liberty to change the name. When she discussed a potential name change with her son, she says he told her: "Mom, you've been the Russian Samovar longer than there's been the Russian Federation."

What the restaurant did change was its website: The first thing someone now sees when they visit the restaurant's website is a picture of the Ukrainian flag that says the restaurant stands with its family and friends in Ukraine. Signage is also displayed outside of the restaurant that reads '"Stand By Ukraine. No War" and a Ukrainian flag is also on display. A bust of Putin that was kept downstairs next to a bathroom (as a joke, Von Shats says) was also removed. 

The restaurant recently held a fundraiser in support of Ukraine, which raised $12,000 and will go to the families of the staff members who were displaced by the war. The restaurant is also hosting another fundraiser for United Nations Children's Fund to help Ukrainian children who were displaced by the war. 

"We have nothing to do with this war, we're pro-Ukrainian," she says. "This war should have never happened, we're anti-Putin."