Realizing the gap in the market encouraged her to launch Viv, a line of eco-friendly products like organic cotton tampons and menstrual cups, in 2021. Fast forward four years, and Viv now counts $1.3 million in funding, and has a space on grocers’ shelves across the country. This week, Viv announced one of its biggest retail partnerships yet: Whole Foods.

Viv will now be the first and exclusive on-shelf provider for menstrual cups and discs at more than 500 Whole Foods locations across the U.S..They’d been ramping up to a deal like this for some time: Their first retail slot was 11 locations of Central Market in 2022, followed by Wegman’s, Stop & Shop and Meijer. But it wasn’t traditional product marketing that caught the attention of Whole Foods buyers, Diasti said. Instead, it was her focus on educating the consumer. 

“Viv cups and discs went viral on TikTok and blew up our Shopify sales, and now do really well on Amazon and are trickling into retail,” she said. But as is the case with many people who menstruate, “when we first met with the Whole Foods buyer, she didn’t really know what a disc was,” Diasti explained. That meant much of the Viv team’s pitch had to explain exactly how a disc works, what a cup is, and how they’re different—even more so than what Viv is as a brand. But in the end, it was that educational approach that Diasti said impressed the buyer even more than the viral moments. 

“I think that really helped us, not only from the brand side, but her seeing our social media and leaning on us as an education resource, it [showed her] we can be really good partners,” to grow the product category overall, Diasti said. With nearly 70,000 followers across Instagram, TikTok and YouTube, social media has not just attracted buyers’ attention, but that of customers across the globe with videos like “how to insert a tampon” or menstrual cup collection tests. 

“I wanted to find more of an approachable angle to talking about periods in a way that actually resonated with our target audience of this Gen Z, young millennial consumer,” Diasti said. “It has informed how we’ve crafted the product line of Viv, too,” she said, adding that their 2024-launched “starter kits” are a retail-ready package of beginner friendly tools and instructions on how to use them. 

Her best tip for founders hoping to land shelf space? “Go toward the retailer that’s excited about you. We spent so long pushing for retail partners where the buyer just didn’t want to give us the time of day, didn’t care, didn’t see the potential in the category,” she said, but “rejection is truly redirection.”

See you next week,

Alex and Zoya

-ForbesBLK NYC is hosting a Puppy Yoga & Networking Fundraiser on Saturday, March 22nd. Part of the GivingBLK initiative, all proceeds from the event will go towards Every Last One Rescue, which helps pets find their forever homes. The event—hosted in partnership with Puppy Sphere—will include a pup-filled yoga session, talks with ForbesBLK, Puppy Sphere and the rescue, and will conclude with a networking session. For the pups—register here.

-Inc. Magazine released its Female Founders 500 list this week, featuring several Forbes 30 Under 30 listers. Amongst the finalists were Ariana Ferwerda and Kiley McKinnon, who made the Forbes list in 2023 for their retail brand Halfdays; Shirah Benarde, a 2024 lister who founded the drink-spiking prevention tool maker NightCap and 2022 lister Jiani Zeng, who created a sensor that uses body heat to anonymously detect movement in closed spaces with her company Butlr, among others.

The following has been slightly edited for length and clarity.

How did you realize your love for fashion and talent for design?  Fashion has always been a part of my life. Growing up, I was deeply inspired by my mother—she had an incredible sense of style and put so much care into how she presented herself. Watching her and immersing myself when watching the glamour of red carpets from a young age, I developed a deep appreciation for fashion as an art form.

I initially pursued architecture at Parsons, but I quickly realized it wasn’t the right fit for me. One of my professors encouraged me to explore fashion. That allowed me to channel my artistic vision into a medium that felt more personal and expressive.

How does one break into this competitive industry? What advice would you give an aspiring designer?  Fashion is an incredibly dynamic industry, and breaking in requires an unrelenting commitment to learning. Staying informed—whether through interviews, news, runway shows, or industry reports—helps you understand the market and find your place within it. I immersed myself in fashion by interning at every opportunity, from Chloé to Marchesa to Vera Wang. 

My biggest advice? Approach everything with humble confidence. Have a clear vision for yourself as a designer, but always remain open to learning, evolving, and collaborating. The industry moves quickly, but staying authentic to your perspective while refining your craft will set you apart.

What’s a lesson you learned in launching your own brand? Clarity of vision is everything. Before launching my brand, I meticulously outlined every detail of what I wanted to build—essentially crafting a comprehensive business plan. That process helped me bridge the gap between creativity and business, a balance that is essential for any designer-entrepreneur.

Beyond the creative process, one of the most valuable lessons I’ve learned is the importance of putting your work in front of the right people. Fashion is not just about design—it’s about storytelling and connection. For instance, I once sent Kathy Hilton a heartfelt message expressing my admiration for her and Paris and sharing my designs. To my surprise, Paris Hilton personally sent me a voice note, saying she was deeply touched and would love to wear one of my dresses.

Tell me about a ‘pinch me’ moment that’s happened in your career so far. One of the most surreal moments in my career happened around the Vanity Fair Oscar Party. I had flown to LA to personally deliver a selection of Andrew Kwon looks to Alana Van Deraa, Chrissy Teigen’s stylist. Chrissy had previously worn an Andrew Kwon piece for the Academy Museum Gala in October 2024, which was an incredible milestone for the brand. But I didn’t want to get my hopes up for the Oscars, knowing how last-minute red carpet decisions can be.

The night before the event, I got a call from Alana. She told me, “It’s a go.” And then she asked me something I never expected—Would I like to come to Chrissy’s house to help her get ready?

I was able to spend time with her, John Legend, and their kids as the couple got ready for the evening. It was an unforgettable experience—one of those moments where I had to pause and take it all in. Then, I rode in the Sprinter with Chrissy, John, and her team. Watching her step out in one of my designs, with the world watching, was truly a pinch me moment.

What does a typical day look like at the Andrew Kwon atelier? No two days are ever the same, but every morning starts with a large cup of green tea and turning on the speaker to play some music. I take a few moments to reflect on ideas that came to me overnight, jot them down, and organize my thoughts for the day.

From there, it’s a whirlwind. Some days are back-to-back fitting. Leading up to New York Fashion Week or Bridal Fashion Week season, it’s 7:00 a.m. to midnight, designing, sourcing, and selecting from 300+ of fabrics, draping, sketching, and refining every detail of the pieces to be showcased. Other times, I put on a different hat and enter a world of strategizing PR and sales, meeting with stylists, editors and clients. By evening, I’m often heading to events, and fortunately, I keep an extra suit at the atelier to quickly transition from work to evening engagements. This week, for example, I’ll be attending The Whitney Museum’s latest exhibit to support a friend on the board, followed by another event at a friend’s apartment.

How do you balance personal life and work? For me, work and personal life are deeply intertwined. I don’t see what I do as “work” in the traditional sense—it’s my passion, and I feel incredibly lucky to have built a career that reflects who I am.

That said, I’m grateful for the people in my life who ground me. Many of them aren’t in fashion, which offers a refreshing perspective. They check in, support me, and remind me to step back and breathe when needed.

What’s one thing you absolutely cannot live without? My mother has always been my greatest inspiration—my muse in so many ways. Beyond her, my team, family and friends are my foundation and support system.

What’s one goal you have for this year? This year is about expanding the world of Andrew Kwon—refining what it means to own and wear an Andrew Kwon piece. It’s about more than design; it’s about crafting an experience—one rooted in artistry, emotion, and timeless elegance. Every gown tells a story, and each client becomes part of an ever-evolving narrative. Our focus is on deepening that connection. 

Another key focus is showcasing our newly built atelier in the heart of [New York’s] Garment District. After nearly four years of designing from an apartment living room, having a dedicated space has been a transformative milestone. This atelier is where the next chapter of the brand is unfolding, and we’re excited to share that evolution with our clients and community.

Do you have a hot take on the fashion industry? Fashion is one of the most exhilarating, fast-paced, and competitive industries. It demands resilience, but at its core, it’s about connection—whether with clients, creatives, or industry peers. Despite its cutthroat reputation, I’ve always believed in leading with kindness, sincerity, and authenticity. That has taken me further than anything else.