Experience Nifty Avenue
Welcome to Nifty Avenue — the sustainable fashion line inspired by Lena Benjamin’s heart-warming novel, Nifty.
Follow the journey of Lena Richards and her best friend Ella as they launch a timeless clothing line for the sophisticated, confident 50+ woman.
At Nifty Avenue, we celebrate style that reflects your wisdom, vibrancy, and conscious values. Our collections blend effortless elegance with a commitment to positive fashion, designed to empower you to look and feel your absolute best at every stage of life.
Embrace fashion with purpose. Embrace your Nifty self.
Our Journey to Launch
We are building Nifty Avenue thoughtfully, sustainably, and with you in mind:
Months 1-3: Craft and finalize our detailed business plan and brand vision rooted in sustainability.
Months 3-6: Partner with eco-conscious designers, suppliers, and ethical production teams.
Months 6-9: Connect with the British Fashion Council and the Institute of Positive Fashion to align with industry best practices.
Months 9-12: Build a community with future customers, involving you in co-creating our first signature collection.
Months 12-15: Secure investments from aligned, purpose-driven investors who believe in conscious fashion for all generations.
Months 15-18: Develop prototypes, source sustainable materials, and create first-look samples.
Months 18-21: Launch pre-sales events, pop-ups, and exclusive previews to build excitement.
Months 21-24: Celebrate the official launch of Nifty Avenue with our signature collection — and beyond.
Upon the official launch of London-based Nifty Avenue’s sustainable collection, 1% of profits will support global sustainability causes. £1 from every Nifty book sold is donated likewise.
Let’s Collaborate
Whether you’re a customer, collaborator, designer, or investor passionate about sustainable, elegant fashion for the 50+ woman, we’d love to chat.
🌟 Schedule a virtual Collab Chat from anywhere in the world: Book Your Session Here