Mariam Naficy

MINTED

Inc. (USA) - - 100 FF - —T.F.

Serial en­tre­pre­neur Naficy founded Minted in 2007, bet­ting that the best way to ex­pose orig­i­nal de­signs from in­die artists was through crowd­sourc­ing. Lit­tle did she re­al­ize that she’d spend a decade build­ing a lust-wor­thy data en­gine. Ev­ery week, Minted gets thou­sands of de­signs; to date, mil­lions of con­sumers have voted on them. “We use that data to pre­dict what’s go­ing to sell,” says Naficy, who founded her first com­pany, on­line beauty store Eve.com, in the late 1990s. Now re­tail­ers such as West Elm and Tar­get are part­ner­ing with the on­line de­sign retailer to cre­ate an end­less tor­rent of co-branded prod­ucts based on 250,000 li­cens­able de­signs from the Minted archive. These new part­ner­ships are so lu­cra­tive, says Naficy, they’re now the fastest-grow­ing part of her al­ready prof­itable busi­ness. “It’s chang­ing the com­pany rad­i­cally, and in a few years it will be 50 per­cent of our rev­enue.”

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