Fashion was always a north star for Jeneé Naylor.
The St. Louis, MO, native has many passions. She attended a performing arts high school, majoring in dance, and once aspired to be a background dancer for the late singer Aaliyah, she shared with AFROTECH™.
In college, Naylor learned about marketing and changed her major several times. She considered various careers, including writing for a fashion magazine and being a makeup artist. Still, she secured a role at Nordstrom, working in its retail department and helping customers with styling. Later, she took on a role at Target, scaling to a store team lead, managing a team of more than 300 and over $60 million in revenue, according to information on LinkedIn.
While at the retailer in 2017, Naylor discovered Instagram but didn’t start posting consistently until 2018. She shared her outfits and, when she hit 10,000 followers, started blogging. As AFROTECH™ previously reported, she said she created batch content during her off days to post during her busy work weeks. Her efforts were validated when she secured her first brand deal from Pantene in 2018. The following year, she pursued work as an influencer full-time.
“The time is now. I said, ‘Let me just try for the summer. And if it doesn’t work for the summer and I’m dipping into my savings, then I will go back to my job, or get another job. I have a degree, but let me at least just try for the summer,’” she told AFROTECH™.
Naylor has not looked back since.
12PM Studios
After generating excitement for the launches, brands, and products of others, Naylor realized it was time to build something of her own. She often paired eyewear, particularly sunglasses, with her outfits, and she noticed that the content resonated most with her core audience.
“I became known as the girl that has the fly sunglasses,” she told AFROTECH™.
“It kind of just naturally started to make sense that that’s what people sought me out for and trusted my opinion on, as far as driving sales and commissions,” Naylor stated. “That was one of my highest conversions, anytime I would share sunglasses. So, it was taking the data and then figuring out what I had the passion for.”
As a result, she created 12PM Studios. The brand’s name honors her wedding date and her mother’s initial, she told AFROTECH™. She launched it in July 2025 alongside her husband, Joshua Prieto, who serves as chief financial officer, while she holds the title of CEO.
According to 12 PM Studios’ website, eight pairs of glasses are available, ranging from $125 to $145. Naylor explained that she set this price point intentionally to ensure customers could still access great style and quality.
The eyewear brand has received positive feedback. She garnered $400,000 in sales within two weeks, and it is on track to reach $2 million in revenue within its first year, according to information shared with AFROTECH™.
“I think the launch created the buzz that I wanted it to as far as the value we offer and the luxury we can provide at the price point,” Naylor expressed to AFROTECH™.
“And I want to solidify that in the eyewear landscape. It doesn’t take $500 to feel like a luxurious item, to feel like something stylish, to feel like you’re on trend and you have the hot new thing. You should feel that when you spend your money, because you deserve it.”
