Brand & Marketing
Helping shape our positioning, social strategy, campaigns, and the way we tell the Therefore Fashion story.
Anaaya Shah · Co-Founder, Therefore Fashion
From an Idea
to a Brand.
My journey co-founding Therefore Fashion.
What started as a college dream became my first real experience building a business.
01 / Where it started
It started as
a college dream.
Somewhere during my sophomore year at Purdue, I started thinking about what it would be like to build a fashion brand of my own.
I’ve always been drawn to fashion, beauty, and lifestyle. But what interested me most was everything that went into creating a brand people actually connected with.
The identity. The creative direction. The experience. The little details that make something feel different.
At the time, it was just an idea. I didn’t know exactly how I would make it happen, but I knew I wanted to try.
02 / Building it together
The idea started
becoming real.
During my senior year, while I was finishing my degree at Purdue, my mom began bringing the brand to life. She took on procurement and early development, while I contributed remotely to designs, creative ideas, and the overall direction.
She was instrumental in turning the concept into an operational business. Therefore Fashion has always been something we’re building together.
After graduating in May 2026, I returned to India and became much more involved in the day-to-day work. My role grew beyond the creative side into marketing, operations, partnerships, internal communications, hiring, and business development.
That’s when I realized how much more there was to building a brand than what people see on Instagram.
03 / What I actually do
A little bit
of everything.
One of my favorite things about building a business is that no two days look the same. Some days I’m working on a campaign or a photoshoot. Other days I’m talking to agencies, coordinating with our team, working through partnerships, or figuring out how to make the business grow.
These are the areas I contribute to alongside my mother and our team.
Creative Direction
Contributing design ideas, content concepts, photoshoot direction, and campaign visuals that reflect the brand we’re building.
Business Development
Exploring partnership opportunities, supporting outreach, and thinking through where and how the brand can grow.
Influencer & Creator Relations
Sourcing creators, discussing collaborations, coordinating campaigns, and keeping communication moving.
People & Operations
Supporting hiring coordination, team communication, vendor relationships, and the internal workflows behind the creative work.
Commercial Strategy
Thinking about customer acquisition, pricing, sales opportunities, and what our decisions mean for costs and profitability.
A glimpse of the brand in practice
My Therefore Fashion creator work (Instagram, opens in a new tab)The brand on Instagram (opens in a new tab)04 / What I’m learning
A good idea
is the beginning.
Co-founding a business has changed the way I think about marketing. I still care about a strong concept and beautiful creative. Now I also think about who it reaches, what makes someone buy, what it costs, and how the team will make it happen.
I’m learning to connect the creative decisions with the commercial ones: customer acquisition, positioning, sales, profitability, partnerships, and long-term growth.
The real challenge is turning an idea into something that works.
I’m still learning. But I’m much more comfortable asking questions, taking initiative, and working through the less glamorous details that help a business move forward.
Think beyond the campaign.
Consider the customer, the brand, and the business together.
Make room for the practical.
Bring time, costs, and coordination into creative decisions.
Build with people.
Listen, communicate clearly, and follow through on the next step.
What I bring to a team
Creative instincts.
A wider perspective.
I want to bring that mix of creativity, commercial curiosity, and hands-on experience to my next full-time role. I enjoy work that brings people and ideas together, and I’m ready to keep learning with a team.