Dia.com: How Dia & Co Secured a Three-Letter Domain
NOTE: Exact purchase price needs verification - acquired after Series A round
Dia & Co. was founded in 2014 by Lydia Gilbert and her business school friend, Nadia Boujarwah, to fill a glaring gap in the market for plus-size fashion—a space where 67% of women in the U.S. shop, yet options were scarce. The name "Dia" came from a blend of their names, Lydia and Nadia.
The Domain Dilemma
Like many startups, Dia & Co. initially launched with a placeholder domain: dia-styling.com. It was functional, but as the business began to take off, they knew they needed something more polished and memorable. They wanted Dia.com—a sleek, three-letter domain that would give their brand a more professional edge.
The Pursuit of Dia.com
At the time, the domain was owned by the Design Institute of America. With a Series A funding round under their belt and a TV advertising campaign looming, Lydia and her team knew they needed to secure the .com to legitimize their brand.
However, the negotiation wasn't easy. Lydia described the painstaking back-and-forth with the four founders of the Design Institute, one of whom was abroad, which added time pressure to an already tense situation.
To avoid showing their hand and potentially driving up the price, Lydia's team hired a third-party consultant to negotiate on their behalf. The stakes were high—their TV campaign was contingent on acquiring the domain—but eventually, they struck a deal and Dia.com was theirs.
Was It Worth It?
Lydia's response was a resounding "yes". While she didn't disclose the exact price tag, she emphasized the benefits that came with owning the three-letter domain. It made the brand more memorable, opened doors in advertising, and helped solidify Dia & Co.'s reputation in the market.
Lydia also touched on the importance of defensibility in domain names. Owning the .com reduced the risk of a competitor swooping in and claiming it, which could have potentially undermined their brand. Although Dia.com wasn't cheap, it was an investment in the brand's future.
The Social Media Struggle
Interestingly, while Dia & Co. secured the .com, their social media handles didn't match perfectly. They operated under @DiaandCo, spelled out, rather than just @Dia.
Lydia admitted this was less than ideal but pointed out that social media and domain names serve different purposes. While having matching handles can be beneficial, it's more crucial for customers to easily find the website.
For Dia & Co., securing Dia.com was a strategic move that helped them grow into the fashion powerhouse they are today.