Festive Shopping: Indian Influencer-Owned Brands to Shop from This Diwali

By: Ayushi Dutta, Senior Correspondent

Nefertari Joshi – Nef's Finds

Founder: Nefertari Joshi | Instagram: @nefertarijoshi | Category: Slow fashion and contemporary clothing

Entrepreneur and fashion creator Nefertari Joshi represents a younger generation of entrepreneurs who have turned their personal fashion interests into independent businesses. Her entrepreneurial journey began when she was just 20 and studying at St Xavier's College, Mumbai. In the summer of 2021, she started Nef's Finds as a small Instagram thrift store, selling clothes from her own wardrobe. What began as an experiment in giving pre-loved clothing a second life gradually attracted a community of young shoppers who appreciated her fashion choices and wanted more styles from the store.

As the audience grew, Nefertari recognised an opportunity to move beyond thrifted clothing and develop original designs. The business eventually evolved into an independent, women-led fashion label with an e-commerce platform. Its collections include trend-driven tops, co-ord sets, contemporary outfits and accessories, with an emphasis on small-batch production and seasonal drops. The brand also works with local artisans and karigars, making its journey interesting from a homegrown fashion perspective. For Diwali, shoppers who prefer experimental silhouettes and contemporary outfits can explore its collections. Products are available through the official Nef's Finds website.