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Behind Her Empire
How to Be Brave in Business with Misha Nonoo, Founder of Misha Nonoo
Misha Nonoo is a New York-based womenswear designer who is known for her sustainable, sleek, and timeliness ready-to-wear pieces.
From the time Misha was a young girl, she was fascinated with fashion and empowering women as she witnessed the dichotomy of women’s roles growing up in Bahrain as well as London. Her upbringing gave her an appreciation for different cultures and an understanding of women’s lives in different places. After gaining recognition from a reputable buyer for a few pieces she created for herself, Misha decided to launch her namesake fashion brand with the goal of having her customers feel strong, confident, and empowered in all aspects of their life.
Misha was the first designer to use social media as a venue for fashion shows, debuting her Spring/Summer 2016 collection on Instagram, and was a pioneer in using the made-to-order business model which promotes sustainability in an industry that is known for producing so much waste. Misha is also passionate about using her business as a platform for change and most notably collaborated with her dear friend, Meghan Markle, the Duchess of Sussex, for the Smart Works charity where for every shirt sold, Misha donated one to the work wardrobes of women in need.
Misha won industry recognition when she became a finalist for the 2013 CFDA/Vogue Fashion Fund and was named one of Forbes’ “30 Under 30,” as well as Crain’s New York Business’ “40 under 40.”
In this episode, we'll talk to Misha about:
* Misha shares what life was like growing up between the Middle East and Europe [3:08]
* Misha talks about her love of fashion and why she ended up going to business school vs fashion school [7:50]
* Why Misha’s move to NYC during the financial crisis was a pivotal moment in her career and life [11:46]
* How Misha decided to launch her own brand and why she thinks “beginner's luck” was in her favor [14:53]
* The realities of what life looked like when Misha was working her full time job and launching her clothing line [20:16]
* Misha opens up about a difficult period in her life when she was dealing with her divorce & massive restructuring of her business [27:11]
* How Misha became the first fashion designer to use social media as a venue for her fashion shows despite the many skeptics at the time [32:13]
* Misha shares her experience and advice when it comes to fundraising [40:07]
* What sustainability means for Misha in her life and business [44:47]
* Misha talks about life as a new mom and how she’s designed her life to manage motherhood & entrepreneurship [50:52]
* The importance of women supporting women and why it’s key to Misha’s mission [54:30]
Follow Misha:
* Instagram: https://www.instagram.com/mishanonoo/
* Website: https://mishanonoo.com/
Follow Yasmin:
* Instagram: https://www.instagram.com/yasminknouri/
* Stay updated & subscribe to our newsletter: https://www.behindherempire.com/
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01:02:49||Season 2, Ep. 323Keida Dervishi is the co-founder of Soulmate Customs, a personalized gift brand that turns cherished memories into custom embroidered and engraved gifts.Keida launched Soulmate Customs in 2021 after creating a personalized embroidered sweatshirt for her mother’s birthday, inspiring a business focused on meaningful gifts. Before this, she explored various side hustles on Etsy and Depop, but none took off. Everything changed when she shifted her focus to custom embroidery and posted a TikTok video of her first order, which went viral with 3.7 million views and brought in over 1,400 orders in a month. In just 11 months, Soulmate Customs surpassed $1 million in sales. Today, the business is family-run and has reached over 1.3 billion people across Instagram, TikTok, and YouTube.In this week’s episode, we talk to Keida about her unexpected journey from aspiring singer and actress to entrepreneur. She opens up about the struggles of her first Etsy business which took off but then closed down—an experience that taught her that having a great product isn’t enough without strong marketing. But instead of giving up, Keida took those lessons and doubled down on learning, eventually launching Soulmate Customs. She gets real about the hustle—teaching herself embroidery through YouTube, staying scrappy with her resources, and leaning on her family to help grow the business. She also breaks down the power of social media, explaining how consistency in content creation—not perfection—was key to her viral success. We dive into the pressures of scaling, adapting to social media trends, and the mindset shifts needed to push through challenges, and so much more. In this episode, we’ll talk to Keida about:* From singing and acting to entrepreneurship during COVID. [04:16]* Choosing passion over college. [09:56]* Starting her first Etsy shop. [11:52]* Overcoming Etsy shop closure due to copyright issues. [13:53]* Finding her next steps after the setback. [16:13]* Soulmate Customs began as a gift for her mom. [18:36]* The importance of scrappiness in business. [21:27]* Consistency matters more than perfection in content creation. [23:48]* Her mom's influence on doubling down on social media. [24:19]* First order and marketing success. [28:08]* Consistency and authenticity are the key in content creation. [34:24]* Emotional selling connects with customers. [35:17]* Purpose fuels passion and commitment. [46:20]* The biggest challenges for Soulmate Customs. [54:50]* Keida’s struggle with hiring. [55:50]This episode is brought to you by Beeya:* If you or anyone you know have been struggling with hormonal imbalances and bad periods, go to https://beeyawellness.com/free to download the free guide to tackling hormonal imbalances and to learn more about Beeya’s seed cycling bundle.* Plus, get $10 off your order by using promo code BEHINDHEREMPIRE10.Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri* Website: https://www.behindherempire.comFollow Keida: * Instagram: https://www.instagram.com/soulmatecustomss* Instagram: https://www.instagram.com/keida02* Website: https://soulmatecustoms.com322. Doubling Down on Faith in the Most Uncertain Times & Pivoting Your Way to a 9 Figure Business with Jamie O’Banion, Founder of BeautyBio
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