Inc.

How I Convinced My Partners to Enter an Industry We Knew Nothing About

In 1996, Mazdack Rassi started Milk, a photography studio rental business, with two real estate investors. Over the years, Rassi expanded Milk to include, among other things, a production studio, a casting agency, and, most recently, a makeup line. But lipstick was not an easy sell to his two partners. Rassi explains how he convinced them.

WE NEVER SET OUT to be a consumer business. We rented empty spaces to photographers and eventually built some related services. Since my partners were in real estate, this made sense to them.

But we’ve always been linked to

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