Mieka Joi, The Founder Behind The Clothing Brand Celebrities Like Monica And La La Love

March 16, 2018  |  

(Photo: Rich Girl Candy)

Rich Girl Candy is a line of clothing that’s edgy, comfortable, and distinctive. And that’s exactly what label creator Mieka Joi wanted when she launched the brand under her Joi Toi Clothing company Now, celebrities like singer Monica, Rapper Trina, and actress Lala Anthony have even become fans.

The Chicago native and former fiancée of baller Derrick Rose (with whom she has a son) used her lifelong interest in fashion to form the Rich Girl Candy brand in 2013, offering a variety of one-of-a-kind pieces for women and children. Mieka Joi  has also styled the likes of Serena Williams and Malaysia Pargo, among others.

The fashion bug bit Mieka Joi long ago. In fact, after finishing high school — where she me Rose — she moved to Atlanta to attend Clark University. Soon after graduation, Mieka Joi landed a job at Rockawear, later branching out on her own to open “Socialite Styling,” a business offering fashion, makeup, and hair consulting to celebrities. Mieka Joi recently told MadameNoire more about her successful business and its future.

MadameNoire (MN): What sparked the idea to create Rich Girl Candy?

Mieka Joi (MJ): I originally had the idea for “Rich Girl Candy” being a high-end resale shop for designer bags and shoes, with the accessories being a treat to women as “candy” is to kids. I wanted branded pieces for the clients to shop when consignments were low and we actually grew crazy from there.

MN: What does Rich Girl Candy mean to you?

MJ: To be rich is to have an abundance of –we all are Rich. Some are rich in support, some are rich in love, etc.

MN: Who did you create Rich Girl Candy for?

MJ: I wanted something for the fly basketball/soccer mom. The mom who matches her sweats with a Chanel bag or mixes in their fav designer dress with sneakers instead of heels. I wanted you to be completely comfortable but still turn heads while running errands or going to a concert.

MN: How have you been able to attract a celebrity clientele?

MJ: The best publicity isn’t paid for. When you connect with someone, celebrity or paying customer, once they fall in love with the brand they’ll promote it better than any marketing team. That’s the type of engagement I love. I’ve been blessed to have a lot of support from friends in the industry plus great referrals. Everyone I’ve introduced the brand to has loved it.

MN: Why the girls’ line?

MJ: From the early stages, I’ve felt it was necessary to include a girls collection. With the clothes being so vibrant and youthful I felt it was very important.

MN: What challenges have you faced being a young entrepreneur?

MJ: A challenge I have is reaching the full audience I feel would fall in love with the brand, staying innovative, and surpassing my last best move.

MN: What do you like the most about being an entrepreneur?

MJ: Creative freedom, also being an entrepreneur gives me the ability to spend time with my son. He’s included in my design process. He helps pick out designs and colors.

MN: What are some of your goals for 2018?

MJ: We are growing, expanding, and reaching new heights every day, we want to be around long-term within the fashion industry so team Rich Girl Candy is dedicated for the long haul.

I strongly feel this year will be a crossover to be included in more fashion publications, red carpets, and film.


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