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AlleyWatch, the largest organization focused on NYC Tech, celebrates the work of the individuals that serve as a catalyst for innovation within the NYC Tech ecosystem.

MEET THE 2019 NYC TECH INFLUENCERS

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Nadia Boujarwah

Dia&Co

Women who wear size 14+ in the United States comprises over two-thirds of the population yet only account for approximately 16% of the total spending on clothing for women. Nadia Boujarwah recognized this divergence as a massive opportunity early and launched Dia&Co with Harvard Business School classmate Lydia Gilbert in 2014.
Initially started as a subscription box service that provides curated plus-size fashion items, the company has now developed a portfolio of its own brands along with a la carte options on sold through the company's website. This all came to fruition as a result of Boujarwah's own personal frustration in shopping for clothing and the lack of stylish options available in numerous phases of her life; whether she was shopping for a prom dress, working in investment banking, or while at Harvard.
Boujarwah, a native of Kuwait, has been able to successfully scale the business, serving over four million customers with a team that has grown to over four-hundred employees. At its core, Dia&Co sits on valuable data that makes it much more than a subscription box service. Plus size women are more likely to shop online since there is a dearth of options available to them in brick and mortar retail. The company religiously collects feedback from customers around fit, quality, style, and price. Armed with this powerful data, it's able to provide to rich insight to the thousands of brands and retailers on its platform, who previously had a very limited understanding of the untapped plus-size market.
Dia&Co's tremendous market opportunity to unlock billions in unaddressed demand hasn't gone unnoticed in the investment community. With Boujarwah at the helm, the company has raised a total of $90M in funding and is backed by Union Square Ventures, Sequoia Capital, Next View Ventures, and Maveron. Outside of the lucrative business, at its heart, Dia&Co is a purpose-driven company ñ to make retail more inclusive, allowing millions to have a healthy body image through style.

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