INGLEWOOD, Calif.—The pleasure products and adult retail community mourns the loss of Nefertiti “Nef” Mitchell, CEO and founder of Ghettoff, a pioneering retail store in Inglewood, California.
Mitchell passed away on Saturday, December 6, 2025. She was a respected entrepreneur, educator and industry trailblazer whose vision and leadership reshaped the retail experience and uplifted countless people along the way.
“Over a career spanning more than 17 years, Mitchell forged deep connections and lasting friendships throughout the industry. Her journey began with home pleasure parties, where her warmth, expertise and integrity quickly distinguished her.
“She later transformed that foundation into Ghettoff, a retail destination known for its personal shopping experience, educational focus, and thoughtfully curated products—setting a new standard for what adult retail could be,” a representative said in a statement.
“Nef carried herself with confidence and treated everyone with the utmost respect. She was humble yet decisive, compassionate yet formidable—a true boss in every sense. Many across the pleasure products community have shared heartfelt condolences, remembering her beautiful smile, exceptional knowledge, and kind, gentle presence,” the representative added.
Several members of the pleasure products community offered words of condolences, such as Scott Watkins, VP of Sales & Marketing at Doc Johnson, who said, “I’ve had the honor of knowing Nefertiti for more than 15 years, and in that time, she showed all of us what strength, ambition and determination truly look like. She inspired me and countless others to think beyond the expected and to never let any hill keep us from reaching our goals. I was proud to call her a friend, and I’m even prouder to call her family. Her impact on our lives and our industry will be felt for years to come.”
Drew from SpareParts HardWear shared, “Nefertiti, lovingly known as ‘Nef.’ Everyone who had the privilege to know, work with, and love her was uplifted by her presence and the way she made others feel amazing in her light. Her warmth, spirit and joy will be profoundly missed and forever remembered.”
Cheri Curry, from Tantus Inc., said, “Nefertiti and I became ‘sisters of the heart’ several years ago. She lived her life out loud full voiced, encouraging others to find their purpose, as she had. She lived with a graceful integrity, full of light and joy”.
“I have known Nef for over 17 years from the start of her journey in this industry,” said Home Pleasure Party Plan Association founder Tamara Bell. “She was a member of HPPPA until she ventured into the retail store sector. I watched her grow and encouraged her to dream bigger on her quest for greatness. I called her my baby daughter and will miss her beyond words.”
Mitchell’s professional mission extended beyond retail. She was studying to become a “certified Loveologist” through Dr. Ava Cadell’s Loveology University, continuing her lifelong commitment to education.
Formerly trained in professional development, she applied her skills to enhance the effectiveness and performance of others in the industry, developing and conducting countless training sessions over the years.
Mitchell was also a proud graduate of Southern Illinois University Edwardsville and a member of Zeta Phi Beta Sorority, Incorporated (Spring 2001), reflecting her deep commitment to service, sisterhood and leadership.
"She leaves behind her daughter, the apple of her eye; her partner and business partner, Venus Mason, who was also her confidant, greatest source of strength, and the love of her life; her mother, siblings and a host of family and friends. She also built a chosen family—Erica Sutherlin, Dr. Aaron Brumfield and Willie Bluitt—who stood beside her every step of the way," the representative said.
A trust fund has been established to help ensure Mitchell’s daughter is supported with educational resources for college. In lieu of flowers, donations are requested to this fund: LJP College Bound Fund (Zelle at #310-569-7723). The account will ne under Venus Mason, her trustee.
A celebration of life for Nefertiti Mitchell will be held after the New Year, on or around Saturday, January 10. Additional information will be announced, as plans are finalized.
“Neff was no-nonsense and direct, always ensuring clarity and alignment. She was strong but kind, driven and unwavering in her purpose. Her legacy—as a leader, mentor and visionary—will live on for years to come,” the representative said.
