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Nadia Boujarwah

Outsider Insight

Nadia Boujarwah, Co-Founder and CEO of Dia&Co, shares the story of what put her on the path to transforming retail.

Her advice to new founders: Start with a blank sheet of paper and try to imagine the most exceptional experience possible.

About Dia&Co

Dia&Co is an online shopping experience for women who wear size 14+. The company's flagship product is a personal styling service that allows customers to shop from the comfort of their homes. By developing a new kind of relationship with customers, Dia is resolving decades of inefficiencies in plus-size shopping.

What is an Outsider Insight?

If you traced a line through Sequoia’s history from Apple to Airbnb, you’d find a common trait: each founder, partner, and trusted expert in our network possesses something we call an Outsider Insight.

An Outsider Insight transforms the way the world looks at a problem. Sometimes the insight comes from transplanting concepts from one field into another. Other times it comes from the unique experience, background, or point of view of the individual. In all cases, we hope each Outsider Insight presented here will provide practical inspiration for the next generation of founders.

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