smile masks

How a Local Company Pivoted During The Pandemic To Make People Smile

What happens when you launch your dream business just months before a global pandemic? Well, the founders of Rafi Nova would tell you to pivot.

Marissa and Adam Goldstein launched Needham-based Rafi Nova in February 2020 with ethically sourced products – bags, pouches, fanny packs – to encourage people to get out and explore.

Then, travel was halted and business took a hit when the pandemic hit in March. 

It wasn’t until one of their four-year-old daughters suggested making masks that the husband-and-wife dreamed up what would become a fruitful pivot.


In-depth news coverage of the Greater Boston Area.

Truck Goes Off Road, Into Side of Building in Woburn

Silver Alert Issued for Man in Oxford, Mass.

Now, the team has created more than 2 million masks and donated over 50,000 to people across the country. 

Each month the team has been donating a percentage of portions to a variety of charities.

In August, they partnered with deaf actor Millie Simmonds to launch their smile mask.

These masks offer a clear cut-out so people can read lips and facial expressions.

  Millie chose to donate a portion of proceeds from her mask to Deaf Women of Color.

For more information about Rafi Nova and to purchase masks visit  


Contact Us