Beyoncé’s star power transformed a struggling maternity wear brand into an overnight sensation. Lesa Milan, star of The Real Housewives of Dubai, recently shared her remarkable journey. The entrepreneur credits the music icon for putting her Mina Roe brand “on the map.”
The Breakthrough: Beyoncé’s Game-Changing Support
Initially, Milan faced significant challenges getting celebrities to wear her maternity pieces. Celebrity managers demanded up to $50,000 for promotional opportunities. “I can’t pay them to wear my stuff,” Milan recalled during her Hot 97 interview.
This roadblock led Milan to pursue a different strategy. She decided to approach celebrity stylists directly, believing they would appreciate comfortable, trendy maternity wear.
Strategic Move: Connecting Through Fashion’s Inner Circle
Milan’s breakthrough came when she contacted Beyoncé’s stylist, Ty Hunter. The connection proved invaluable for the emerging brand. Hunter facilitated a direct line to the global superstar.
“Beyoncé is gonna choose it herself?!” Milan exclaimed, recounting her disbelief. The singer selected five pieces from the collection. Though photographed in only two dresses, the impact was immense.
The Beyoncé Effect: Overnight Brand Transformation
The results were immediate and dramatic. “It was so major. It changed my brand forever,” Milan shared. “The Beyoncé effect. We went from unknown to known overnight.”
This celebrity endorsement catapulted Mina Roe into the spotlight. The brand gained instant recognition in the competitive maternity wear market.
Expanding Success: Beyond Maternity Fashion
Following this success, Milan expanded her brand’s offerings. Mina Roe now includes skincare products for pregnant and postpartum mothers. The collection features belly masks, oils, and protective serums.
This expansion demonstrates how one celebrity endorsement can launch a sustainable business growth trajectory. Milan’s story exemplifies the power of authentic celebrity connections.
