Jobi Capital

Jobi Brands is a celebrity-backed brand venture studio focused on creating, developing, and investing in consumer and retail startups. Founded by Ryan Nelson and Bilal Mekkaoui, the company brings together over 30 years of investment banking experience with a globally-minded network of sector experts, advisors, and celebrity partners. Its advisory board includes notable figures such as actress Courteney Cox, lending both credibility and promotional reach to the brands it incubates and launches.

The studio operates at the intersection of celebrity culture and consumer packaged goods, pairing high-profile talent with consumer categories that align with the company's investment thesis. Rather than functioning as a traditional investor or passive funding vehicle, Jobi Brands takes a hands-on approach — deeply involved in the creation, branding, and market execution of each venture it supports. The firm describes its methodology as a straightforward, structured process designed to move from concept to recognized brand efficiently and effectively.

Jobi Brands targets the consumer and retail startup space broadly, with a stated emphasis on ethically conscious brand building and elevating the overall consumer experience. Portfolio companies developed or supported by the studio have received coverage in major global publications, reflecting the media traction that celebrity association and strategic brand development can generate.

The venture studio model distinguishes Jobi Brands from both traditional CPG manufacturers and conventional venture capital firms. Rather than manufacturing products directly, the company serves as a strategic incubator and brand architecture partner — identifying promising consumer categories, aligning them with the right celebrity or cultural figure, and building the brand infrastructure needed to compete in retail and direct-to-consumer channels. This positions Jobi Brands as a key intermediary for startups seeking both capital and brand-building expertise within the consumer goods landscape.

With its combination of financial acumen, industry networks, and celebrity relationships, Jobi Brands aims to bring differentiated consumer brands to market that resonate with modern shoppers across categories the founders find compelling and high-growth.