Meet Jasmine Imani

Jasmine Imani for Passerbuys.jpg
Born in LA, Jasmine ran a successful start-up computer software e-comm company for three years then she created her own online store of Lingerie and Jewelry which ended in 2006. From there, she became Head Women’s Buyer of in Boston, then finally Senior Creative Web Manager for Forever 21 in NYC. She has taken some time off to raise her little boy as well as recently started a women’s in business network called Collective XX.
Jumpsuit, Zara ; Chocker, Handmade
Bodysuit, Reformation ; Overalls, Cappeli

Bodysuit, Reformation ; Overalls, Cappeli


In the mornings, I go out for a run, if the baby allows it, then a 10-minute meditation. Also, if the baby allows it. Lemon water, then coffee while I make Winnie breakfast, and from there, I begin with e-mails.

on starting her business

Being in New York City now for almost two years, I feel encouraged to connect with other women creating things in their life. With that, I have started a women in business group with two other ladies, called Collective XX. We have brought our circles together and hope to expand our space for young women in business to keep each other encouraged and enlightened throughout the journey.

We have monthly meetups and we try to put things into place that the ladies might benefit from. It’s such a wonderful group of women we are able to put in one room and open the conversation and hold space one another. In one of our group meetings, we had a financial planner come in and she told us this was the first in her career she had a group of women. With that, I feel we are starting something in the right direction.

I read “The Power of Now” quite a long time ago, but it’s one of those books I keep re-reading. It changes and confirms the perspective of everything within you. One of my favorite quotes from it is that ‘nothing real can be threatened.’
— On her favorite book

on being an entrepreneur

Straight out of high school, my step brother started an Ebay store that sold computer software. It grew so fast he built his own website and I came on board to manage everything. It was a whirlwind experience. We were netting millions within the first six months of business.

At that time, I was attending FIDM and decided to go start my own e-comm business but within fashion. So I got an investor and launched Graffiti Pink. I hate the name now. We were an ecommerce store that sold trendy lingerie. I carried brands like Princesse Tam Tam, Honeydew, Hanky Panky and more. This was way before the lingerie trend had kicked in. It became pretty well known in LA. We did a fashion show at the Playboy Mansion, and Tyra Banks chose our house line romper as the intimate piece of the year when she had a show. We got a lot of good press.



Dress, Reformation

Dress, Reformation

I love using coconut oil to remove my eye make up, and it also helps your eyelashes grow.
— on her reliable product
Bodysuit, Reformation ; Overalls, Cappelli

Bodysuit, Reformation ; Overalls, Cappelli

on her shopping habits

I’m big on shopping online: Reformation, Pixie Market, Mr Larkin, and Outnet. I haven’t done a lot of shopping since being pregnant as I’ve been cutting down my wardrobe and wanting to invest into some good pieces. I’m really loving all the 70s inspired stuff that’s out now. I’ve always loved that era and it always influences my hair and clothing decisions.

on her beauty products

I recommend Weleda Wild Rose Deodorant, Thayers Alcohol-free Rose Petal Witch Hazel with Aloe VeraJosie Maran Argan Cleansing OilSheaMoisture Jamaican Black Castor Oil Strengthen & Restore Leave-In Conditioner, Trader Joe's Organic Coconut Oil, and Aveda Control Paste




on her beauty routine

I make sure to wash my face every night and moisturize. Same thing in the morning. I can tell New York water is changing my skin. I am big on oils like Page Thirty Three Rosehip Oil for moisturizing and washing my face.

I use Bobbi Brown Creamy Concealer KitJurlique Essence of Rose, and MAC Mineralize Skinfinish.


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Dress, Reformation

Dress, Reformation


The Power of Now by Eckhart Tolle, The Life Changing Magic of Tidying Up by Marie Kendo, Damn Good Advice by George Lois, The Mastery of Love by Don Miguel Ruiz, Charley Harper Edited by Todd Oldham, Istanbul by Boogie, Belgrade Belongs to Me, It's All Good by Boogie

jasmine's favorite places IN new york city

Brunch: I love Cafe Mogador, Sweets: Bakeri & Coffee: Early

People of Tomorrow for shopping

Cocktails: Ramona

Top,    H&M    ; Pants, American Apparel ; Jacket, Reformation ; Bag, Alexander Wang ;    Shoes, Puma

Top, H&M ; Pants, American Apparel ; Jacket, Reformation ; Bag, Alexander Wang ; Shoes, Puma