We caught up with the brilliant and insightful Jojo Nessim a few weeks ago and have shared our conversation below.
Jojo, looking forward to hearing all of your stories today. Can you take us back in time to the first dollar you earned as a creative – how did it happen? What’s the story?
As a kid, I was always drawn to arts and crafts. My mom introduced us to so many creative projects growing up, and having a grandma who was an artist made it feel like making things was just a natural part of life. My dad would take my sister and me to Michaels, and we’d spend hours wandering the aisles, deciding on our next project. Some of my favorites were duct tape wallets, loom trivets and potholders, sewing pillowcases, and beading jewelry. Our lemonade stands would always end up doubling as little art shops—we loved selling our creations, and every sale gave me such a rush of excitement and motivation to keep making more.
By senior year of high school, I started feeling uneasy about college. While my friends were celebrating acceptance letters to their dream schools, I just knew that going out of state wasn’t the right choice for me. Even though counselors kept pushing me to take the traditional route, I decided to trust my gut and enroll in community college. It felt like the right fit for where I was in life.
Around that time, I came up with a fun idea to tie-dye tank tops in the school colors of the universities my friends were heading to. It was my way of celebrating with them while getting creative. I had some extras and decided to list them on Depop. I didn’t expect much, but the next morning, I woke up to find they had all sold. I couldn’t believe it! That moment was so exciting—it was the first time I realized my creativity could be something more. I immediately reinvested, bought more tank tops, and got back to tie-dyeing.
That’s how my first brand, Halotied, was born. It wasn’t just about selling tank tops—it became this amazing learning experience and the start of something I really cared about. It showed me that following my instincts and doing what felt right could lead to something meaningful as well as teaching me so much on the business side of things.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
Hi, I’m Jojo Nessim, the founder of Rainbow Spaces—a brand dedicated to helping people transform their homes and workspaces into places filled with light, joy, and personality. I’ve always believed that your environment plays a huge role in your mood and overall well-being. That’s why, with Rainbow Spaces, I focus on creating small, intentional products—like sun catchers—that bring beauty, positivity, and a sense of calm into everyday spaces.
My journey into this business hasn’t been a straight line. After two years of college, I realized the traditional academic route wasn’t for me. That was a hard realization because I didn’t have a clear plan for what was next. But I trusted my gut and decided to figure things out on my own terms. I dove into learning through YouTube, friends, trial and error, and determination. Rainbow Spaces is my second venture, but it’s the one that now feels most connected to who I am and what I love—helping people create spaces that feel personal and uplifting.
It hasn’t all been smooth sailing. Starting and growing Rainbow Spaces has come with plenty of challenges, from figuring out how to source materials to navigating the ups and downs of running a business. There’s no playbook for a journey like this, so I’ve had to learn as I go. I’ve made mistakes, pivoted when things didn’t work out, and celebrated small wins along the way.
Every challenge has taught me something, and those lessons are what keep me moving forward.
What sets Rainbow Spaces apart is that it’s not just about selling products—it’s about creating small, meaningful changes that have a big impact. Our sun catchers are more than just decor; they’re about bringing light and color into people’s lives and making their spaces feel uniquely theirs. I love hearing from customers who tell me how much joy and positivity our products have brought to their homes. Knowing that something I created can make someone’s day a little brighter is the most rewarding part of what I do.
From starting Rainbow Spaces in my family’s home to now having my own office space in Los Angeles, I’m incredibly proud of how far the brand has come. This journey has taught me so much about resilience, creativity, and trusting myself. Rainbow Spaces isn’t just a business to me—it’s a reflection of my values, my growth, and my passion for helping others create spaces they love.
If there’s one thing I’ve learned, it’s that you don’t need to have it all figured out to start something meaningful. Trust your instincts, embrace the challenges, and know that it’s okay to learn as you go. For me, Rainbow Spaces is proof that taking small, intentional steps can lead to something bigger than you ever imagined.
Can you tell us about a time you’ve had to pivot?
One of the biggest pivots I’ve had to make was when I transitioned from my first clothing brand, Halotied, to starting Rainbow Spaces. Halotied was something I built from the ground up during my first year of college, and I ran it all through the chaos of the COVID-19 pandemic. At first, it was exciting—creating unique clothing collections, connecting with customers, and watching it grow. But over time, the clothing market became oversaturated, and competition increased, making it harder to stand out.
Running a clothing brand also came with a lot of challenges. I started in my living room, making everything by hand, but as my order volume grew, it became physically and logistically overwhelming. So, I pivoted again and began overseeing manufacturing in East LA. Unfortunately, I faced new issues with the manufacturing process, from quality control problems to money management struggles which added a lot of stress.
More than that, I began to lose the passion and joy I once had for creating collections. I realized I wasn’t enjoying it anymore, and that’s when I knew I had to make a change. I had to step back and really listen to what I wanted—something that would reignite that spark and align more with my core values.
That’s when I decided to start Rainbow Spaces. The shift wasn’t easy, but I already had a strong sense of purpose for this new venture. I knew I wanted to create something that brought light and joy into people’s lives, something that felt more personal to me. Having a clear mission statement for Rainbow Spaces gave me the clarity and direction I needed to jumpstart this new chapter. It was a reminder that sometimes, you need to let go of something that’s no longer working in order to make space for something better.
How did you build your audience on social media?
I’ve always been drawn to aesthetics and the visual side of social media. Growing up, I spent a lot of time on Tumblr and Pinterest, and I developed a real eye for what catches people’s attention. I knew from a young age that I wanted to explore that space more, and I started learning everything I could about how to grow a social media presence. YouTube was a huge resource for me, and I learned a lot through trial and error.
One thing I’ve found really helpful is consistency. I made it a point to post daily and create content that was both visually appealing and aligned with my brand. Reels became a game-changer for me, helping me connect with a broader audience. Over time, I saw my Instagram community grow, and reaching 300k+ followers is one of my proudest accomplishments. It took a lot of dedication, but seeing that growth was incredibly rewarding.
For anyone starting to build their social media presence, my advice is simple: stay consistent, stay true to your aesthetic, and don’t be afraid to experiment. Not every post will perform well, but the more you show up and keep learning, the more you’ll figure out what resonates with your audience. Also, don’t be discouraged if growth feels slow at first—it’s all about building a community, not just chasing numbers. Keep creating content that reflects who you are and what you stand for, and your audience will find you.
Contact Info:
- Website: https://rainbowsspaces.com/
- Instagram: @rainbowspaces
- Linkedin: Jojo Nessim
- Other: Tiktok: @rainbowspaces
