On Day 23 of building my clothing brand, Aifer, I'm facing a classic entrepreneur dilemma: should we secure a permanent office space or roll out a pop-up store first? The excitement of creating an exclusive brand where only 100 pieces of each design are ever made—and never restocked—keeps me driven. Our drops are available to waitlist members only, building anticipation and scarcity.
Today, I’m weighing the logistics: an office would give us a creative hub for design and content, but a pop-up store might create that must-see buzz and direct customer connection. Which one will happen first? Stay tuned as I document every step of this journey.