Designed with love and passion and ethically made locally in thoughtful, limited quantities, at Mina Finery they produce timeless and effortless womenswear designed for the various stages through a woman’s life. Their garments are breastfeeding friendly, modest and high quality. As a dedicated proponent of slow fashion, they prioritise quality over quantity, producing only a limited number of garments and collections each year – to counteract overconsumption and overproduction, and encourage mindful purchasing decisions rather than impulsive buys. Here Aisha Raffi talks to The Natural Parent Magazine about the passion behind her business, how she balances work and family life, the challenges she has overcome, and her hopes and dreams for the future.
The passion: What inspired you to set up your business?
I’ve loved designing and making clothes since I was about 7. I’d make Barbie clothes from a young age and I always dreamt of having a clothing label. I never found the right avenue and as you grow, your wants and needs change. When I was on maternity leave with my first child, I suddenly had time and found a gap in the market for clothing that was breastfeeding friendly, used natural fibres and met my requirements as a modest woman.
The launch: How did you start out in the beginning?
I feel like I’m still starting out! I’ve only been in business for a year. I basically just saved every dollar of my wage from my corporate job and put it all into this dream. I sourced everything myself, still do, and manage every part of the business on my own so not much has changed since I launched until now!
The innovation: What was the biggest breakthrough for you with your business?
My biggest breakthrough was when I was approached to attend Modest Fashion Runway. Seeing my clothing on a runway was really surreal, something I have only dreamt about. I was also approached by Vogue UK. It was absolutely incredible to come across their radar and hopefully I’ll be able to feature there in the future.
Yin and Yang: How do you balance work and family?
Honestly, I just do my best. I have 3 children under the age of 5 so it’s always full on, but my husband works from home a lot which helps me if I need to pack orders or have events like pop-ups. I try and use my time in the early mornings or evenings when the kids are asleep to do my business tasks. If I happen to have a quiet pocket of time during the day or while the kids are having brekkie, I will slip in some tasks during that time. If you have support around you, it definitely makes everything easier but if not, it’s a juggling act to divide your time between each child, husband, your own social life and business.
