Christina Najjar aka @ItsMeTinx Knows What Rich Moms Want

·7 min read
Photo credit: Courtesy Christina Najjar - Hearst Owned
Photo credit: Courtesy Christina Najjar - Hearst Owned


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According to Christina Najjar, you don't need to be wealthy or even a parent to be a “rich mom.” The TikTok creator, who has over 1.2 million followers, is widely known across the app for her “Rich Mom Starter Pack” videos, where she breaks down the necessities of so-called rich moms in a variety of locales, from the Upper East Side to Malibu.

"Being a rich Mom—it's a lifestyle. It's an attitude. You can be a rich mom, whoever you are," Najjar says. "It's really more of an attitude of living well, getting a lot done, and having fun doing it."

Called "Tinx" by friends and followers (her username is @itsmetinx), Najjar built a distinct brand through reoccurring motifs—a tiny microphone, a specific Amazon beverage tumbler, and a deadpan cadence. At 30, she's not your typical TikToker. As she describes herself in her bio, “POV [point of view]: ur the oldest girl on TikTok and u live in Los Angeles.” However, her content captures much of what makes the app broadly appealing. In her videos, Najjar talks to her followers like she would speak to a friend. She knows the inside scoop—what exact Palo Alto prep school must your kids attend—but often posts while sporting a bathrobe on her couch, hair in a towel wrap.

Over Zoom, T&C caught up with Tinx to discuss her rich mom sources, how she prepares for her videos, and her real-life rich mom icons. Plus, she shared a few of her key rich mom essentials.

How did you get the original idea for "Rich Mom Starter Packs"?

I have been obsessed with rich moms for many years now. I think that they have the most fascinating and wonderful culture. Rich moms are the most powerful, incredible species on earth, because they get a lot of stuff done and they look amazing doing it. I always used to do little funny, rich mom outfits on my Instagram stories before I had followers, so my friends knew that I knew that I was obsessed with them. Then, once I started on TikTok, I thought, “I wonder if this could ever translate.”

I didn't know that anyone would care about rich moms, but it turns out that everybody's very interested in them. It's funny, I always tell people who want advice on how to make content, make content that you would want to see, even if you think it's extremely niche, or maybe no one else would care about it. If you care about it, other people will care about it, too. And I care a lot about rich moms.

How do you get the scoop on rich mom culture?

I grew up in London; I lived in San Francisco; I've lived in New York, and now I live in L.A. I've always been more broadly obsessed with social commentary and what makes big cities tick, and all of the little pockets of culture that make a city a city. So, I think that's a really good foundation.

Beyond that, I do have rich mom consultants that I pull in for each of my cities, because really what makes the starter packs is the details. Everybody can say, “Oh, you know, rich Malibu mom has an Aviator Nation tracksuit.” But it's like, “Yeah, but what smoothie exactly do they get at SunLife?” Or in Tribeca, who specifically is their Pilates trainer? So, then I'll just speak to people that I know in those cities and get the little details that I need, which is really fun. Honestly, I absolutely love researching; I might take it way too seriously. I don't take anything seriously, except for my research of rich moms.

I’m picturing you with an Excel spreadsheet of rich mom items.

I become a full scholar. I'm cross-checking facts. I'm calling stores like, “but what Prada bag is she wearing right now?” It’s a serious thing.

The best rich mom starter packs are the ones where I can view them in the wild, like in Tribeca, where I lived for a long time. When I was living in New York, I was in grad school, so I had a really weird schedule. All my friends were working, but I would have class at weird times in the day and I was writing and editing. I kind of lived a rich Mom life in that sense, because I'd be in coffee shops doing my work and I would observe them in the wild. That's when you get the really good details.

Do you have a favorite of the rich mom TikToks?

I think my favorite one was probably the Aspen one because it was so fun to research. I had done a few in New York, a few in L.A., but to take it to a winter landscape was thrilling for people. So, that one had an amazing reception. And then, my personal favorite is always going to be Tribeca, because that's where I lived for two years and that's where I really started to immerse myself in rich mom culture. But Aspen, Miami, and Tribeca—Miami because I got so much positive reinforcement that I had all the details right. So, I love them, although it's difficult to pick—they're all my children in a way.

What about these rich mom videos do you think resonates with your followers?

It’s a unique, obviously very niche, group of people, meaning rich moms, where people are equal parts fascinated by them, want to see part of themselves in a rich mom, and then also enjoy gently mocking them. So, it's this really fun combination that's super light-hearted. And I think it comes at a time when we're all looking for a little bit of comic relief. We're looking for something that's fun, light, unproblematic, and just whimsical. That's what I try to provide with my entertainment. It's really just to make people laugh.

But, I do think everybody wants to see a part of themselves in the rich mom and say, “Oh, you know, I'm not a rich mom. Like, I might live in, San Francisco, but I see that in Tinx’s rich mom Miami video she loves SoulCycle and I love SoulCycle.” So, there's that that little twinge of connection that can feel really cathartic.

Do you have favorite real-life rich moms?

Gwyneth Paltrow, Kim Kardashian, Kylie Jenner, Kris Jenner [are all] incredible examples of rich moms who have the most incredible lives, blossoming businesses, and just are the coolest people. They're iconic.

In your videos, where do you think the border lies between satire and sincerity?

I like to walk that line. My intent is never to be mean or to mock, it's just to playfully make fun. I'm British, I'm from London originally, and British people, we banter and we make fun of people as a sign of affection and endearment, and I absolutely do so. I definitely gently satirize the rich moms, but it's all from a place of good fun and admiration.

I'll say this, I really love when rich moms stop me—they'll stop me on the street. All the rich moms that I've met are so flattered, and they like it and they feel seen; they really, really enjoy it. So that's one of my favorite parts of this is I'll be stopped by a rich mom and she'll say, “I'm a rich Tribeca mom” or “I'm a rich Malibu mom.” One time this woman grabbed me in L.A. and she was like, “I literally just flew in on my private plane from Aspen. Am I a rich mom?” And I was like, “Yes, you are, seriously! Also, can I come on your plane?” It's really fun and I think that they accept me as one of their own, honestly, which is the highest honor.

Below, shop Tinx's rich mom essentials:

This interview has been edited for length and clarity.

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