Start-up Dia&Co is catering the 70 percent of US women the fashion industry ignores – CNBC

There are hundreds of thousands of plus-sized women in the U.S., however discovering trendy garments of their measurement generally is a problem.

It is one Nadia Boujarwah is aware of all too effectively.

"I have been a plus measurement girl all my life. And a few of the most formative recollections for me had been on the buying ground and the way painful…it actually is to buy above a sure measurement," Boujarwah, Dia&Co's CEO and co-founder instructed CNBC's "On the Cash" in a latest interview.

Practically 70 percent of American women are measurement 14 or bigger, in accordance with market analysis agency Plunkett Analysis. And but, solely 18 percent of the clothes bought in 2016 was thought-about plus-measurement, market analysis agency NPD found in a recent study.

Since the retail industry is not catering to this majority, Boujarwah stated, the common plus-sized girl "is solely spending 20 cents on the greenback that women in smaller sizes are spending on attire."

In 2014, Boujarwah left her funding banking profession behind to launch Dia&Co, a mode service firm devoted to women measurement 14 and up, together with her co-founder Lydia Gilbert. A spokesperson for the firm stated the styling service has had greater than million customers and ships to all 50 states.

"Ultimately I noticed I wasn't alone, there are 100 million women on this class, and actually being an element of creating change for such an unbelievable neighborhood of women was sufficient to go away the Wall Road job," the entrepreneur stated.

Much like model service firms like Sew Repair or Trunk Membership, a buyer fills out a profile, after which a stylist curates gadgets which are shipped to her. Dia expenses a $20 styling payment, and the buyer pays for the garments she desires to maintain.

Boujarwah stated her firm is not solely serving to the buyer discover garments, but it surely's serving to create garments as effectively.

"We do every thing from work with manufacturers to enter plus for the first time," she stated. "We construct our personal manufacturers, all the manner down via actually creating the content material and the neighborhood, to encourage her to take part."

She added: "If you consider what number of issues which are inherent" amongst plus-sized women, Boujarwah defined, Dia has taken "a really complete view, and we have actually stated each half of this problem for her is our job."

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Start-up Dia&Co is catering the 70 percent of US women the fashion industry ignores - CNBC