Entrepreneur Highlights: Meet Khushnoor Verma of KHUSHBYNOOR

Today we’d like to introduce you to Khushnoor Verma.

Hi Khushnoor, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My journey began in India, where I grew up surrounded by the cultural richness, traditions, and visual storytelling that would eventually shape my creative perspective. I’ve always been drawn to the way people express themselves through style, imagery, and the stories they tell. What started as a personal interest in creativity gradually evolved into a career that allows me to bring ideas to life through creative direction, styling, and storytelling.

Moving to New York was a pivotal moment in my journey. It pushed me outside my comfort zone and gave me the opportunity to explore my creative identity in a city that thrives on individuality, culture, and constant reinvention. With a background in fashion design and illustration, I’ve always approached creativity through both a visual and conceptual lens. I later pursued a degree in project management, which gave me a strong foundation in strategy, leadership, and execution. Bringing these disciplines together allowed me to bridge the gap between artistic expression and business strategy, ultimately shaping my approach to creative direction and visual storytelling.

I started building my career by working on creative projects, collaborating with emerging designers, brands, and talent, and gradually establishing my own creative practice. In 2023, I founded KHUSHBYNOOR, an independent creative direction agency built around the idea that creativity and business strategy should work together. Through the studio, I’ve had the opportunity to work across fashion, sport, beauty, entertainment, and culture, collaborating with brands such as Jordan Brand, Nike, UGG, Netflix, and Valentino.

As my career evolved, so did my understanding of what I wanted to build. I began to see creative direction as something that extends beyond aesthetics. It’s about understanding a brand’s identity, shaping its narrative, and creating meaningful connections between people, culture, and the world around them.

Today, I’m focused on growing KHUSHBYNOOR into a multidisciplinary creative company that brings together creative direction, design, styling, branding, and original intellectual property. My goal is to build something that extends beyond my individual practice, creates opportunities for other creatives, and establishes a sustainable business model that can grow and evolve over time.

Looking back, my journey has been about trusting my instincts, embracing uncertainty, and learning how to turn a creative vision into something tangible. I’m still building, still learning, and excited about what comes next.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely hasn’t been a smooth road. Moving to New York as an international student and eventually building a business from the ground up has been one of the most challenging and rewarding experiences of my life. Starting in a new country meant learning how to navigate an unfamiliar environment, build a network, and find my footing in a highly competitive creative industry, all while figuring out what I wanted my career to look like.

One of the biggest challenges has been transitioning from being a student to becoming an entrepreneur. Building a creative career while navigating the complexities of working as an international professional required a great deal of patience, resilience, and adaptability. I had to learn how to create opportunities for myself, establish meaningful relationships, and build a financially sustainable business in an industry where things can often be unpredictable.

Another challenge has been learning to balance my creative vision with the realities of entrepreneurship. As a Creative Director, I’m deeply invested in the ideas and stories I bring to life, but as a founder, I’ve had to learn how to approach those ideas strategically, manage finances, set boundaries, and make decisions that support the long-term growth of my business.

There have been moments of uncertainty, projects that didn’t work out as planned, and times when I’ve had to reassess my direction. But each experience has taught me something about the kind of creative leader and entrepreneur I want to become. I’ve learned to be more intentional about the opportunities I pursue, the people I collaborate with, and the foundation I’m building for KHUSHBYNOOR.

Looking back, I think one of the most meaningful parts of my journey has been realizing how much I’ve grown, both personally and professionally. I came to New York as a student with a creative vision, and today, I’m building a company around that vision. The road hasn’t always been easy, but it has taught me to embrace uncertainty, trust my instincts, and remain committed to creating something that extends beyond myself.

We’ve been impressed with Khushbynoor, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
KHUSHBYNOOR is an independent creative direction studio I founded in 2023, built around the belief that creativity and business strategy should work together. Based in New York City, the studio operates at the intersection of fashion, sports, beauty, entertainment, and culture, helping brands translate their identities into compelling visual narratives and meaningful cultural experiences.

My work spans creative direction, brand storytelling, campaign development, styling, and creative strategy. From developing initial concepts to overseeing execution, I approach every project with the intention of creating work that feels culturally relevant, visually distinctive, and strategically aligned with a brand’s larger vision.

What sets KHUSHBYNOOR apart is my cross-disciplinary background in fashion design, illustration, and project management. I approach creative direction as a process that connects storytelling, business objectives, and cultural understanding. My Indian heritage and experience building a career in New York also influence my perspective, allowing me to draw from diverse cultural references and explore the connection between identity, community, and creativity.

Through KHUSHBYNOOR, I’ve had the opportunity to work with brands such as Jordan Brand, Nike, UGG, Netflix, Valentino, and Trapstar. Some of the projects I’m particularly proud of include the Jordan Brand x JD Sports All-Star Weekend Style Suite, where I worked with 10 teenage female basketball players, and my work with Netflix’s *Selling the City*.

What I’m most proud of is the growth of KHUSHBYNOOR itself. What began as an independent creative practice has evolved into a business spanning over 100 creative projects.

Looking ahead, my vision is to grow KHUSHBYNOOR into a multidisciplinary creative company that brings together creative direction, design, styling, branding, and original intellectual property. I want to build a sustainable business that creates opportunities for emerging creatives and grows beyond my individual practice.

Ultimately, KHUSHBYNOOR is about building ideas, shaping narratives, and creating work that connects brands with people in meaningful ways.

What are your plans for the future?
I’m actively building KHUSHBYNOOR into a company that brings together different creative disciplines while developing original brands, intellectual property, and ventures of its own. My focus is on creating a business that not only delivers creative work for clients but also builds its own portfolio of ideas, products, and brands. I’m excited about expanding what the company can do and creating a structure that allows it to grow sustainably while opening doors for other creatives.

On a personal level, I’m looking forward to pushing my creative boundaries, exploring new mediums, and collaborating with people who challenge my perspective. I’m particularly interested in how culture and technology are reshaping the creative landscape and the possibilities that creates for the next generation of creative businesses. There’s still so much I want to explore, and I’m excited to see how those ideas evolve into something tangible.

Pricing:

• based on project scope and deliverables

Contact Info:

• Website: https://khushbynoor.com/
• Instagram: https://www.instagram.com/khushnoor_ksr/
• LinkedIn: https://www.linkedin.com/in/khushnoor-verma-225a14177/
• Other: https://www.instagram.com/khushbynoor/

Image Credits
Personal photo: Khushnoor Verma

Additional photos:

1. Jordan Brand x JD Sports(with the kids and panel): Jordan Brand
2. Aseye Studio(with the punching bag): Anafer Flores
3. Netflix(Jordyn Taylor): Khushnoor Verma
4. White hoodie and pants. with notepad: Alizayuh
5. Edikted x Darianka: Anafer Flores
6. Indian outfit: Krimesh Patel
7. WNBA Draft: Shema Love
8. Dune Premiere: Erin Siebert
9. Devotion Premiere: Dellara
10. Basketball: Hassan Mahmood
11. Aseye Studio WHM(Asia Irving): Alizayuh