Our story
We are bringing the future to fashion.
Our mission is to transform fashion and retail through HueIQ and the Aura Mirror. By combining advanced AI with augmented reality, we're removing the friction of physical try-ons — instant, personalised recommendations visualised directly on the shopper, in the mirror.
How it started
It began on a boutique floor in Southcenter Mall.
01
A boutique that outperformed its website
Lee Smith, CEO of Nova6, runs both an online retail platform and Urbanity, a physical storefront in Southcenter Mall. His personal recommendations drove confident purchases, higher satisfaction and more revenue — an experience the website could never reproduce.
02
The recommendation engine that wasn't AI
Auditing his own site's recommendations, Lee discovered they were manually curated by people around the world: inefficient, costly and unsustainable. Most retailers claiming AI personalisation had the same gap.
03
Recommendations alone weren't enough
In conversations with Hyun Suh it became clear that AI picks lacked an experiential hook. Hyun proposed an intelligent mirror that instantly visualises how a shopper would look in the recommended pieces.
04
HueIQ meets the Aura Mirror
The idea resonated immediately and became Nova6: an AI recommendation engine grounded in fashion expertise, paired with real-time AR visualisation that bridges digital and physical retail.
Target market
Starting with U.S. luxury apparel.
Luxury is where experience carries the most value and where a percentage-of-sales model returns most per installation. Gen Z represents the largest growth opportunity in the category — and the demographic luxury brands must win to stay relevant. As HueIQ matures, the market widens into adjacent retail segments.
Our vision
Three phases from pilot floor to the living room.
Phase One
Product development & market validation
Secure funding and build a market-ready MVP. Boutique retailers — trendsetting early adopters — serve as pilot partners so features are tested and validated in real stores, followed by a published white paper on measured impact.
Phase Two
Platform expansion & revenue growth
With proof of concept established, expand the platform with features that deepen engagement and open new revenue streams, refined continuously against user feedback and performance data.
Phase Three
Global scaling & consumer expansion
Enter new geographies, extend beyond luxury into broader retail sectors, and introduce a direct-to-consumer mirror that brings virtual fitting and personalised styling into the home.
Roadmap & objectives
Demo in 2026. Pilots in 2027.
Phase 1 · Q4 2026
Demo development
A functional demo emphasising clean design and ease of use. Demo complete by October 30, 2026; live showcase and testing with real clients at Urbanity's storefront.
Phase 2
Funding for MVP
Raise capital for critical hires across engineering, product and design, core infrastructure, security and compliance, and pilot deployments.
Phase 3 · 12–24 months
MVP development
Build the digital asset pipelines, integrate designer intelligence into the application, and iterate with designers and pilot retailers for reliability, security and performance at scale.
Phase 4 · Q1–Q2 2027
Market development & pilots
Secure design partners and luxury hosts — boutiques plus luxury houses and department stores — targeting commitments from 10 luxury retailers with defined deployment schedules.
Founding team
Retail operators, innovative leaders and immersive engineers.
Lee Smith
Chief Executive Officer
16+ years in retail operations and brand development. Founded Urbanity, scaling it into a multimillion-dollar luxury streetwear retailer with $2M+ annual revenue, and co-founded Ottemo past a $10M valuation. Built a streetwear brand worn by artists including Jay-Z. BA in Business, Communications and Psychology, University of Idaho.
Hyun Suh
Chief Operations Officer
Entrepreneur and IT consultant specialising in AI, automation and custom applications for small business, with a decade across commercial HVAC, lighting, financial services and deathcare. Developed high-performing teams including two regional Rookie of the Year associates. MBA, Quantic School of Business and Technology; BA Sociology, University of Washington.
Donte Dixon
Chief Revenue Officer
14 years at Microsoft in Cloud and AI Platforms turning complex priorities into scalable field execution. Leads commercialisation for HueIQ and the Aura Mirror — revenue strategy, partnerships, retail pilots, and pricing and packaging — scaling from early deployments into repeatable multi-location rollouts.
Isaac Morrison
Chief Technology Officer
A decade building and scaling cloud platforms for enterprise and high-growth companies; formerly a Cloud Solutions Architect at Microsoft advising on modernisation, operational resilience and secure scale. Works at the intersection of cloud, automation and AI-enabled systems.
Abdikadar Mohamed
Chief Product Officer
Co-founder leading product vision, user experience and execution from concept to launch. Background across AI, SaaS and service businesses including Accenture, with a founder-led focus on intuitive products, real market validation and design discipline.
Development team
Aryaman Rtunjay
AR Development Lead
Computer engineer specialising in immersive technology and rapid prototyping across software and hardware. AR/VR in Unity, Python and C#, embedded firmware in C, a 1B-parameter transformer built from scratch in JAX, and agentic AI pipelines. ISEF Grand Award recipient; BS Computer Engineering, Paul G. Allen School, University of Washington (2026).
Xpectrum AI
AI Development Team
Agentic AI specialists building custom, rigorously trained virtual assistants and workflow agents. Co-founder Subhankar Ghosh brings 5+ years of applied AI, alongside Jiayun Chen, a former Google lead engineer with 15+ years of experience.