Meet Mandy Rutherford!

Glitter for Good

By Aria Morey

St Johns is home to many incredible business owners, and community members alike. I had the opportunity to sit down with Mandi Rutherford , the owner and visionary behind her small business “MVNDI MVKEVP”, located in downtown St Johns. At first glance, MVNDI MVKEVP is a punk indy makeup brand that offers high-quality eyeshadows, highlighters, lip products, and more! Each item is selected and curated with artistic vision, care, and community collaboration. Whether it is the “Mint City” eyeshadow palette that takes inspiration from this beautiful small town, or the “Dazzle Drizzle” body oil that comes in custom scents, you can tell that intention is put into every product.

These luscious pigments, and shimmery compounds have a remarkable origin story. The foundation for MVNDI MAKEVP began back in 2020, when Mandi first started out in the independent makeup world. She took part in an online business success program where she learned how to build an online store, run ads, and where she met some of her early mentors. Mandi dove headfirst into sketching and conceptualizing products she was excited for. At the time, her startup focused on designing an experience that would have a popular appeal, “[The branding] was elegant, cursive, what I thought people would want. And it did...ok”. As time went on, Mandi realized she wanted to transition her business into something that felt even more genuine, so she decided to blend her passion for hip-hop music and culture into the messaging, and branding of her cosmetics business. Around that same time, Mandi met her partner and co-owner, Justin, at a small concert in her area. It was an unexpected meeting for them both, and she shared what her vision was for the re-brand with him. Justin dove into the plan, buying the last of the stock from the old branding to gift to a family member, and from then on it has been a pop-punk family affair. Together they designed an eyeshadow palette, “Ego Death”, named after Mandi’s sixth studio hip-hop album to be released as the first product under the re-brand. For the first two years MVNDI MVKEVP was run out of the extra space they had in their basement, until the business got its St Johns storefront in March of 2025.

During our interview, I was able to converse with Mandi about the challenges and rewards of being a small business owner. When asked how she combats fear of failure she stated “There is something to be said about the art of faith. You have to vehemently believe in yourself when no one else does, because there will be times when no one else does”. She talked about different interactions where she has faced people who have been condescending and voiced their opinions on whether they think her business model will work in a town like St Johns. Mandi chooses to view these interactions as little tests to see if she still believes in herself. With the help of a wonderful support system, this business owner is serving up not only makeup looks, but also a powerful framework for self-determination.

That self-determination comes with a goal of financial success. This goal is not derived from a desire to hoard money, but instead to share and care with it. “I am in a place right now, like many of us in America, where we are struggling to survive, and unlike many indy brand owners I am not here to lie to people and act like we don’t have any struggles”. Mandi has no desire to be perceived as superior, she is a business owner by the people and for the people, as part of “the people” herself. I asked her what this financial success would look like and she shared a vision that impacts her support system, her community, and beyond “I would take care of my immediate family. Pay off our debts, make sure our health is taken care of, and provide us all with reliable transportation. I’d make sure our needs are met. Then I want to help other people, I want to help my community do the same”.

One could not hear this vision without wondering how it impacts the decisions she makes for her business. MVNDI MVKEVP is very active within the St Johns community, showing up to local programs and events, such as Pride, that could negatively affect sales. I asked Mandi if she ever worries that showing up in this way in her community will impact what is fiscally best for her business. She shared “No, because at the end of my life I’m going to be able to say I was on the right side of history. Money is currency, currency is energy, and not all energy is good. If someone comes into my shop and has hateful comments about LGBTQ+ people, POC, those with disabilities etc... they can go somewhere where their bigotry is welcome. We don’t want that kind of energy here”. She shared that this has been her mindset since childhood and although she did not realize until she was older that she grew up with family that had hateful views, she has always been welcomed, loved, and appreciated by people with different cultures, ethnicities, skin colors, abilities, sexual orientations, and gender presentations. Through learning about the culture of hip-hop, and engaging in interpersonal relationships with diverse groups of people, Mandi decided to always stand on the side of treating people like human beings “I am not willing to sacrifice my moral integrity for a $50 eyeshadow pallet sale”.

It is clear from our conversation that this business owner does so much for her community, beyond selling cosmetics. Her story goes to show just how powerful integrity is.She exudes the same shine and sparkle that is imbued in her eyeshadow pallets and lip products, brightening the world wherever she goes. St Johns is lucky to be home to a role model such as Mandi, and this small town is made that much more glamorous with the beauty of her products.