In 2019, Nasrin Jafari was navigating the dynamic world of New York City’s middle school classrooms, her days filled with the intricacies of history and English literature. Unbeknownst to her, a global pandemic was on the horizon, an event that would not only reshape the world but also ignite an entrepreneurial spark within her, leading her down an entirely unforeseen path. With no prior experience in e-commerce or fashion design, Jafari found herself drawn to the tactile world of creation. As the COVID-19 pandemic swept across the globe, she began sewing and selling face masks, a small-scale endeavor born out of necessity and a burgeoning desire to build something tangible. This initial foray into crafting and selling would, remarkably, blossom into Mixed, a thriving direct-to-consumer fashion brand that, by 2026, would be designing and producing a diverse range of women’s apparel and accessories.
"I had no idea how to make clothes," Jafari candidly admitted in a recent conversation, reflecting on the nascent stages of her brand. Yet, through a process of relentless learning and adaptation, she has mastered the art, now overseeing multiple manufacturing partners, cultivating a vibrant community of customers, managing a dedicated staff, and satisfying an ever-growing demand. Her journey, from educator to fashion entrepreneur, is a compelling narrative of resilience, creativity, and the power of embracing the unknown.
The Genesis of a Brand: From Masks to Mainstream Fashion
Jafari’s entrepreneurial journey began not on established e-commerce platforms like Etsy, but through the burgeoning power of social media. Her initial foray into selling products involved posting handmade face masks on Instagram. This organic approach to customer acquisition and brand building was a stark contrast to traditional retail strategies. "It all began with Instagram posts, not Etsy or marketplaces," she explained. "I didn’t understand Meta ads or e-commerce marketing. I’ve learned those pieces as the business grew." This foundational period underscores a key characteristic of Jafari’s approach: a willingness to learn and adapt in real-time, fueled by a deep-seated creative drive.
Her lifelong passion for creativity manifested early. A childhood filled with painting and art electives, coupled with her high school years as a competitive dancer, hinted at a future where aesthetic expression would play a significant role. However, this artistic inclination was always intertwined with a fascination for business and the process of building. During her college years, these seemingly disparate interests began to converge, fostering a desire to construct something meaningful. Initially, she envisioned this aspiration being fulfilled within the educational system, leading her to pursue a career as a teacher.
The parallels between teaching and building a brand, Jafari observed, are profound. "In many ways, building a brand is similar to teaching," she noted. "You’re creating a vision, culture, and community around shared values." This philosophy is deeply embedded in the DNA of Mixed. The brand’s identity is a direct reflection of Jafari’s own multifaceted heritage – she identifies as Japanese, Iranian, and American. The very name "Mixed" encapsulates this rich blend of influences, symbolizing the delicate balance between artistic expression and the pragmatic demands of operating a successful business.
Navigating the Competitive Fashion Landscape
The fashion industry is notoriously competitive, a labyrinth of trends, supply chains, and discerning consumers. Jafari acknowledged this inherent challenge, admitting, "Fashion seems highly competitive." Her entry into this arena was driven by curiosity rather than a pre-existing blueprint. "I started the business out of curiosity. I had no idea what I was getting into. Would I choose to go into apparel again? Probably not, although there’s a side of it I love." This candid assessment highlights the steep learning curve associated with launching a fashion brand.
One of the most significant hurdles Jafari encountered was managing inventory. The fear of overstocking and accumulating unsellable "dead stock" loomed large. To mitigate this risk, Mixed adopted a pre-order model. "That’s why we launched a pre-order model. We now do a lot of pre-orders, which helps our cash flow, but I didn’t start it for that reason. It was because I was out of stock. Then I realized that the model is great for business." This pivot not only addressed an immediate operational challenge but also proved to be a strategic advantage, optimizing cash flow and aligning production with actual customer demand.
Returns represent another substantial challenge in online apparel retail. "Another thing is returns, which are a big part of online apparel," Jafari stated. "We have to acquire customers in a way that accounts for returns. I didn’t understand that initially. Again, it comes down to learning by doing." This experience underscores the critical need for e-commerce businesses, particularly in fashion, to factor in return rates when developing customer acquisition strategies and managing operational costs.
The Global Network: Manufacturing and Design Evolution
The process of sourcing manufacturers was a critical step in establishing Mixed. Jafari’s search for factories during the pandemic led her to an Indian manufacturer whose owner was based in New York. This serendipitous connection facilitated an in-person element crucial for building trust and a strong working relationship. The factory’s willingness to collaborate with no minimum order quantities (MOQs) was particularly advantageous for a nascent brand. "I found a factory in India whose owner was based here in New York. So that was an in-person element to build trust and a relationship. He was willing to work with us with no minimum order quantities."
While the initial manufacturing costs from this Indian partner were higher compared to potential Los Angeles-based manufacturers, Mixed was still able to maintain a healthy profit margin of approximately 75%, with an average order value around $228. As the brand scaled, Jafari diversified her manufacturing base, incorporating factories with lower cost structures to meet growing demand. "We’ve since scaled and can order larger quantities. We’ve added factories with lower costs." The initial discovery of the Indian factory was through online research, but subsequent partnerships were forged through recommendations from industry contacts, a method Jafari now prefers due to the inherent vetting process. "I found the India factory by googling. After that, it was recommendations from friends in the industry, which I prefer. They worked with them, vetted them, and liked them."
The evolution of Mixed’s design process is equally noteworthy. Jafari’s initial attempts at garment construction were rudimentary. "I had no idea how to make clothes. I literally went to JoAnn Fabrics and tried to follow the pattern. I realized quickly I wasn’t good at it, and it was going to take time." Her breakthrough came through connecting with a home sewer on Instagram who, though not commercially experienced, was enthusiastic about the brand. "I asked her to make our initial samples. She was thrilled. She made the initial samples, one of which remains our best-selling product." This collaboration highlights the value of leveraging diverse talents and the power of community in early-stage development. Today, the manufacturing partners play a more integral role in the production process. "Now I’m at a point where the factory does a lot of that. I send sketches with very minimal specs, and they can figure it out." This shift demonstrates how established factories with extensive garment experience can translate simple design concepts into finished products, a testament to the evolving capabilities of the supply chain. Jafari now utilizes digital tools for her design work, creating on an iPad with a stylus using Procreate, a modern approach to a traditional craft.
The Digital Engine: Meta Advertising and Community Building
Mixed’s marketing strategy is laser-focused on Meta platforms (Facebook and Instagram). "Yes, all our advertising has been on Meta. No Google or TikTok," Jafari confirmed. This concentrated approach has yielded significant results, creating a powerful advertising flywheel. The process involves sourcing models, conducting in-house video shoots, outsourcing editing to the Philippines, and then meticulously creating and uploading new ad campaigns to Meta. "It’s like a flywheel, as we continue to scale. We find the models, then shoot the videos in-house. Then we edit in the Philippines, and create and upload new ads to Meta."
Her first successful advertisement was an impromptu effort during a casual outing with a friend. Wearing one of her jumpsuits, Jafari asked her friend to capture a few photos from different angles in an urban setting. The resulting image, showcasing the outfit in a relatable context, resonated with audiences and became a blueprint for future campaigns. This organic, authentic approach to advertising proved highly effective, demonstrating that compelling visuals, even those created with minimal resources, can drive significant engagement and sales.
Fulfillment and Customer Connection: A Direct Approach
Jafari has opted for in-house fulfillment for Mixed, a decision driven by both the initial challenges of managing returns and the brand’s relatively low initial order volumes. The pre-order model, which involved receiving inventory in waves, also made a direct shipping approach more efficient. "Plus, our pre-order model meant we were receiving inventory constantly. Getting it to an outsourced fulfillment provider added an extra step and delayed delivery to our customer." This direct control over the fulfillment process allows for greater oversight and potentially a more personalized customer experience.
Ensuring that Mixed’s products resonate with its target audience is a core tenet of Jafari’s strategy. The design process is deeply customer-centric. "When we design a piece, I’m always thinking about the customer – who she is, what she wants, and what we’ve already given her. The goal is to create what she needs next." While her personal taste influences the brand, she consciously avoids subjective design choices, relying instead on customer feedback and sales data to guide decisions.
Community engagement is paramount. Mixed actively cultivates a dialogue with its customers through its Circle community platform. Here, customers can share fabric design preferences, discuss products, and offer valuable qualitative insights. This direct feedback loop is supplemented by responses to the brand’s weekly newsletter and interactions at in-person events. The brand’s target demographic is clearly defined: "Our target customer is a 35- to 65-year-old woman who values creativity, independence, and self-expression – and wants clothing to reflect that." This understanding of the customer’s values and aspirations informs every aspect of the brand, from design to marketing.
Nasrin Jafari’s journey with Mixed is a testament to the power of adaptability, entrepreneurial spirit, and the ability to build a brand rooted in authenticity and community. From a personal passion for sewing during a global crisis to the helm of a burgeoning fashion enterprise, her story offers a compelling insight into the modern e-commerce landscape and the potential for unexpected success.
Individuals interested in exploring Mixed’s collections can visit the brand’s official website at MixedByNasrin.com. For those seeking to connect with Nasrin Jafari directly or learn more about her professional journey, her LinkedIn profile is available for viewing.
