Founder's Story


About the Founder

Hi, I’m Reshma Mistry, the founder of Noori. 

Noori means “light” in Arabic; and looking back, I can see how fashion has illuminated my pathway. 

Growing up in England & New York, I enjoyed dressing up. Sure, South Asian fashion influenced my everyday life, but it wasn’t always accessible. So, I found ways to incorporate my heritage into my wardrobe with vibrant accessories & outerwear. 

I went on to study Fashion Merchandising Management at the Fashion Institute of Technology (FIT), and spent the next decade in different parts of the industry — from merchandising, to styling. I met women of all backgrounds who wanted something eclectic, yet dependable in their wardrobes. 

Amidst a global pandemic & life transitions, I started Noori in 2021. 

It was a lightbulb moment, after reflecting on my experiences in the industry and watching my daughters (my lights!) grow. They were looking to me for guidance on all things fashion and self-expression; and I wanted to create something they could be proud of.

As a designer, I weave my layered experience in the industry, passion for true representation, and commitment to approachable fusion-wear into each Noori design. 

Now, I smile whenever I imagine my daughters opening their closets and reaching for a Noori piece, in any stage of their lives. 

I invite you to experience the everyday, timeless magic of Noori, too. 

With Love & Light,

Reshma M.