Lesa Milan, a star from “The Real Housewives of Dubai,” has credited music icon Beyoncé for catapulting her maternity wear brand, Mina Roe, into the spotlight. This remarkable journey showcases the power of celebrity influence and the importance of strategic networking in the fashion industry.
The birth of Mina Roe
When Milan first launched Mina Roe, she faced significant challenges in promoting her brand. The maternity wear market was competitive, and Milan struggled to get celebrities to wear her pieces, which she believed were stylish and comfortable. Her initial attempts to reach out to celebrities were met with silence or exorbitant fees, often exceeding $50,000, which was simply out of her budget.
Milan recounted her frustrations during an interview on Hot 97, stating, “I started reaching out to the celebrities myself, but I got nothing back. They would just ignore it, and then if they didn’t, it would be like a manager requesting like $50,000 or something for them to wear my stuff.” This led her to rethink her strategy.
Finding a new approach
Realizing that she couldn’t afford the high costs associated with celebrity endorsements, Milan decided to take a different route. She focused on connecting with stylists who could help her get her designs in front of the right people. “I said, ‘You know what, the stylist, I need to go through the stylist because it’s tough to find trendy clothes that fit and are comfortable. And I’m sure they would appreciate Mina Roe,’ ” she explained.
The Beyoncé effect
It was this strategic pivot that led Milan to contact Ty Hunter, Beyoncé’s stylist. Hunter played a crucial role in introducing Mina Roe to Beyoncé herself. Milan was ecstatic when she learned that Beyoncé would personally select pieces from her collection. “He reached out, and he’s like, ‘OK, Beyoncé’s gonna choose the ones she likes.’ And I was like, ‘Beyoncé is gonna choose it herself?!’ ” Milan recalled.
Beyoncé chose five pieces from the Mina Roe collection, and the impact was immediate. Milan stated, “It was so major. It changed my brand forever. The Beyoncé effect. We went from unknown to known overnight … Beyoncé put me on the map.” This endorsement not only boosted her brand visibility but also solidified Mina Roe as a go-to name in maternity fashion.
Expanding the brand
Since that pivotal moment, Milan has expanded her brand beyond maternity wear. Mina Roe now includes a range of skincare products specifically designed for pregnant and postpartum mothers. The new offerings include belly masks, oils and serums that support and protect the skin during motherhood. This diversification reflects Milan’s understanding of her target audience’s needs and her commitment to providing comprehensive care for mothers.
Milan’s story is a testament to the power of perseverance and the importance of strategic relationships in the fashion industry. With the help of Beyoncé, she transformed her brand from obscurity to a recognized name in maternity wear. As she continues to innovate and expand her offerings, Milan serves as an inspiration for aspiring entrepreneurs, particularly within the Black community, showing that with creativity and determination, success is within reach.
