Nina Briance, Founder & CEO of Cult Mia, is transforming the online luxury fashion marketplace by curating exclusive, one-of-a-kind collections from the world’s newest independent designers. As traditional luxury platforms struggle with stagnation and a lack of distinction, Cult Mia shines by focusing on what today’s shoppers truly seek: unique, ethically made fashion that reflects their individuality.
Cult Mia’s rigorous designer selection process ensures that every featured brand meets high standards for quality, exclusivity, and social impact. Out of approximately 275 designers who apply each month, only 10% are accepted. Briance and her team have implemented a sourcing strategy prioritizing ethical, transparent, and responsible practices. “We have a clear baseline for brands joining our platform. Our requirements include responsible production, use of sustainable materials, and a commitment to broader social and environmental impact. Based on their performance in these areas, we rank brands into different sustainability or impact categories, providing them with guidance and support to improve their practices while they are on our platform,” Briance explains.
Cult Mia offers over 55,000 products from 350 brands spanning 42 countries, with more than 40% of these brands exclusive to the platform. This exclusivity has made Cult Mia the go-to destination for millennial and Gen Z shoppers seeking fashion that reflects their personal identity. According to the company’s surveys, Cult Mia customers are loyal, bold fashion enthusiasts for whom fashion is integral to self-expression. The platform’s items typically range from £250 to £2,500, positioning Cult Mia within the luxury segment, with an average order value of £670.
Recently, Cult Mia introduced a community-led sourcing feature that allows customers to share their favorite designer discoveries from around the world. Travelers can tag and submit unique brands they encounter, which Cult Mia can then showcase—crediting the contributors. This feature empowers the community to curate and share global fashion finds with a broader audience. “We celebrate the unique and the independent. Every purchase on Cult Mia supports a designer who is shaping the future of fashion and aligns with both our and our customers’ values,” Briance shares.
Briance’s journey from finance to fashion highlights a lifelong passion for fashion, which initially played a secondary role in her career. After starting her career in finance and working at the U.N. and Moda Operandi, Briance pursued an MBA at London Business School, where she turned her love for fashion into a career. Her entrepreneurial spirit was evident even during her time at Stanford University, where she founded a food delivery service connecting local restaurants to college students. Though that venture didn’t scale, it fueled her ambition to build a business. To gain expertise in the consumer space, Briance spent time in investment banking at UBS and private banking at Goldman Sachs. During this period, she observed that many talented fashion designers lacked the commercial and financial knowledge necessary to scale their brands, which inspired her to fill this gap. “I had the opportunity to work in sales and strategy at Moda Operandi and noticed the luxury fashion ecosystem was becoming consolidated, with the same designers sold across all platforms. Customers were looking for unique brands to complement their Chanel pieces. Suddenly, the cool woman wasn’t dressed head-to-toe in a single designer but was mixing established and unknown brands. After my time at Moda, I joined the London Business School’s Accelerator Program, and Cult Mia became the winning business in 2019. That experience gave me the confidence to pursue Cult Mia further. The incubator lasted 12 months and provided a structured way to scale the business. Launching just before COVID presented a huge opportunity to onboard a wide range of brands looking for new sales channels when their physical stores closed,” Briance recalls.
As a female founder, one of Briance’s most significant challenges—and proudest triumphs—was raising Cult Mia’s seed round while pregnant. As the sole founder, she couldn’t delegate responsibilities, making the experience even more demanding. Juggling personal and professional challenges without the option for maternity leave was one of the toughest periods of her life. Reflecting on this experience, Briance stresses the importance of strong professional and personal support networks. She credits her team at Cult Mia and her family for helping her through that time. “It takes an army,” she acknowledges, noting the unique challenges of being a female founder.
Briance attributes her lifelong curiosity, nurtured from childhood, as a major influence on her life and career. Growing up in Europe, Mexico, and the U.S., and speaking multiple languages, she developed a deep appreciation for diverse cultures and perspectives. This curiosity sparked her love for travel and learning, shaping her vision for Cult Mia. It drives her to embrace diversity, celebrate unique voices in fashion, and continuously push the boundaries of industry norms. For Briance, Cult Mia is more than fashion—it’s about telling stories that connect people across cultures and borders. Looking ahead, Cult Mia will launch exclusive designer capsules each month for the remainder of the year. Featured designers include Montsand, Monika Dimova, Silvia Gnecchi, and Nur Karaata. Additionally, in October, Briance will debut her podcast, “Behind the Seams,” exploring the intersection of fashion, culture, and entrepreneurship.