Saighian is of Iranian-American descent.  He originally launched Fashion Nova as a brick-and-mortar store at the Panorama Mall in Panorama City, California .  He noticed in 2013 that online retailers were selling his products at a a markup, which made him first consider pivoting to become an e-commerce business.  In 2014, Saghian decided to execute a strategy that focused on building a network of Instagram influencers to model and feature their clothes.  Fashion Nova has been wildly successful since and earned $411.43 million in revenue in 2017.