60-second start-up: Mayadisa.com

0-5 seconds: Sum your business up in a sentence

Mayadisa.com - an Eastern-inspired fashion ecommerce site.

5-10 seconds: What's the business model?

We offer East meets West accessories, jewellery (clothing is coming soon) from a range of independent designers directly to consumers via our website.

10-15 seconds: Who are your competitors?

There are very few direct competitors within our niche. Other competitors potentially include premium high street and independent boutiques, particularly those with their own ecommerce sites.

15-20 seconds: What's your USP?

Unique, distinctive Eastern-inspired items that you won't find in the mass market. For example, we sell clutch bags made from vintage kimonos and saris that are limited edition as well as ethical. Many of our jewellery items are also exclusive to Mayadisa.

20-25 seconds: How have you funded it so far?

Self-funded to date. We want to build a solid foundation before we look for outside funding.

25-30 seconds: What were you doing before?

I worked as a Marketing Manager for two well-known TV companies and for a circus in New York - but that's a story for another time!

30-35 seconds: Where did the idea come from?

I wanted to find fashion that reflected my British Asian heritage and I was also keen to start a business venture that harnessed my interest in travel and other cultures in some way. A lot of the clothing and accessories you can currently find on the market with an Asian twist tends to be kitsch or aimed at festival goers. I wanted to offer a range of high end, well-made items from independent designers and the business was born from there.

35-40 seconds: What's the smartest thing you've done so far?

Investing in some great brand design from Measure Design to help us stand out from the crowd. We get compliments all the time on the site design which followed on from that. Working with a business mentor before the launch was also a great way to focus my ideas and speak to someone who'd been through the highs and lows of starting up themselves.

40-45 seconds: What's the stupidest?

No major issues so far. I do wish I'd thought of the idea earlier so we could launch earlier though.

45-50 seconds: If your business was a biscuit, what would it be?

Something with a bit of spice! Cinnamon cookie or ginger nut anyone?

50-55 seconds: Which idea are you a bit jealous of?

Net-a-porter really set the bar for fashion ecommerce. And Gü - distinctive branding and amazing products (yum).

55-60 seconds: Where are you going to be in 12 months' time?

Continuing to grow the business and adding new designer collections and product lines.

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