GET TO KNOW NEF
Introducing our founder and Creative Director - Nefertari
TELL US A BIT ABOUT YOURSELF?
I've grown up a bit all over the world, having lived in the Maldives, Germany, and the Philippines, to name a few. I studied mass communications in college in Mumbai and, in my last year, founded Nef's Finds - as a thrift store. It all started as a hobby. There was no plan; I just had a feeling it was something I was meant to do. Growing up, I’ve always loved fashion, and the brand has evolved with me, and I'm so grateful to be able to share it with all of you.
WHAT INSPIRES YOU AT THE MOMENT?
I love travelling and try to fit in such experiences throughout the year. Everything that comes with travelling, such as experiencing vibrant cultures, meeting new people, and absorbing the art and history of the places I visit, inspires me, especially when it comes to designing and creating new collections.
HOW DID YOUR INTEREST IN FASHION START
I’ve been interested in fashion for as long as I can remember. Since the age of 6, I knew I wanted to be a fashion designer, and all I did was sketch designs at the back of my school notebooks. Growing up, I gained experience across the fields of fashion and marketing. I was always interested in so many aspects of this industry, be it creative direction, styling, designing, photography, marketing, and PR, and being at the helm of the brand allows me to do all this and more.
WHAT DOES YOUR PERFECT DAY IN THE CITY LOOK LIKE?
Most of my time is usually spent at the Nef's HQ. I am a big homebody, but if I were to step out, a perfect day for me would be a good book, a picnic with my loved ones, and dressing up to go out for a nice dinner with live music!
FUN FACT ABOUT YOURSELF?
I love photography! And I have shot the last few campaigns for the brand myself.
FAVOURITE HOLIDAY DESTINATION?
Italy, for sure. There's just something about that place—be it the food, culture, music, or people—that I can't help but revisit it time and again.
BEST ADVICE?
There will never be the perfect moment to start something new. You are never going to be entirely prepared. So just start and learn as you embark on the journey. Also, people aren't thinking about you as much as you think they are, so stop overthinking and second-guessing yourself.
STAR SIGN?
Virgo!
WHAT'S YOUR FAVOURITE SONG TO LISTEN TO WHILE GETTING READY?
I'm an Abba girl in and out; there's just a song for every mood, really! Mamma Mia and Gimmie Gimmie are such instant serotonin boosts.
WHAT'S YOUR FAVORITE NON WORK RELATED THING TO DO ?
I love karaoke, even though I'm absolutely terrible at it. Mr. Brightside and Sweet Caroline are my go-to jams.
WHAT PART OF YOUR JOB DO YOU LOVE THE MOST?
The whole process... I love how everything gets woven together, from ideation to execution, and then to see it reach YOU and for YOU all to style it! It was really a full-circle, wholesome moment.
WHAT'S BEEN YOUR FAVOURITE SHOOT SO FAR
Our shoot in Italy was just unreal. We shot it in Milan, and it was so much fun. Bali comes in a close second!
WHAT IS YOUR FAVOURITE NEF’S PIECE?
Definitely the Ivory trousers; they're so versatile and flattering.
WHERE CAN WE FOLLOW YOU?
I'm semi active on Instagram - it's @nefertarijoshi.