Twelve Days of Commerce: #12 NAOMI NOMI
On the twelfth day, we ventured to Dumbo
As my first calendar year comes to a close with the wonderful Substack community, I thought a little bit about what would be the idyllic end to year for all the wonderful writers and followers of my little (for now) DC Universe. So, I thought no better way than to indulge in a Twelve Days of Christmas parody, for e-commerce brands and founders that will be on my watchlist going into the new year.
The only difference between the Forbes Rich list, or Rolling Stone’s cover artists and my soon to be famous Christmas roster, is I don’t take bribes - at least not yet (happy to share my bank details for any voluntary donations). I thought long and hard about what would make the perfect candidate, whether it’s impressive business economics, character, retention, cult following, innovation and more. The reality I came to, is, there is no perfect formula for what determines an innovator, a strategist or a business mind.
That’s the beauty of commerce: methodology has no universal blueprint.
#12 NAOMI NOMI
Meet Brooklyn’s favorite boutique
A New York native, Nomi (she prefers to Naomi) begins her mornings with a walk through the wonderful Prospect Park, accompanied by her regal (and she knows it) Rhodesian Ridgeback, Lady. Their journey continues to a charming red-brick studio in Dumbo, a converted space where Nomi’s masterful creativity come’s to life.
It takes only a few seconds on a call with the studio crew before Nomi’s boundless energy and enthusiasm virals you away from your morning routine. With Lady nestled comfortably on the office couch, wrapped in her Mongolian merino blanket she’s proudly claimed as her own, the scene unfolds like a perfectly curated tableau. The team buzzes in the background, designing, packaging, and exchanging ideas, creating the ideal ecosystem for fashion aficionados to collaborate and dream up the next iconic product line.
So, why NAOMI NOMI?
On my introductory call with Nomi, as I often do with other founders preparing to embark on a journey into paid media, I asked about her goals as both a brand and a founder. We delved into her life as a global citizen and academic, discussing her experiences from Cornell to Oxford, reflecting on life in London (and it’s infectious need to be in a pub 24/7), the immersive fashion scene of New York, and what inspired her six years ago to transition into fashion. The most telling moment for me came when I asked if an exit opportunity was on the horizon. Nomi’s immediate response? “Absolutely not. I will die with this brand.”
I’ve often spoken about founder-driven businesses and the unique value they bring to e-commerce. A leader with a clear ethos that resonates through their brand can make all the difference. Nomi exemplifies this, cultivating an environment that embodies creativity, passion, and purpose. Her dedication to the creative arts, spanning original glass and pottery, has seamlessly translated into a fashion line that’s growing like a weed. As a brand, it’s great to see NAOMI NOMI showing immense year-over-year growth, and as a premium boutique label, the lifetime value of her customers is remarkable, a testament to the uncompromising quality of Nomi’s work as a designer.
If you find yourself wandering through the cobblestone streets of Dumbo this winter, you might catch a glimpse of her beautifully crafted Merino coats, striking scarves, or iconic Oxford shirts, worn by the coolest, trendiest locals, or even a celebrity gearing up for their next on-air appearance. NAOMI NOMI’s line makes for the perfect gift and is undoubtedly a brand I’ll be keeping an eye out for in 2025.