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.
Co-create Survey
Timeless Capsule
Be Part of Our Global Co-Creation Capsule Collaborations
We’re inviting visionary women, creative professionals, and purpose-led partners from across the globe to help shape limited-edition fashion capsules that honour the style, wisdom, and sustainability values of women 50+. Whether you’re a designer, artisan, investor, or community leader — this is your chance to co-create with impact and elevate timeless fashion for a new generation.
Your insight. Our platform. Collective legacy.
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.