Eshita Kabra, founder of By Rotation

When I was planning my honeymoon to my motherland Rajasthan, India, I started thinking about what outfits I’d love to wear on this trip, realising a lack of fashion rental options in the UK. It was during the trip that I witnessed textile waste first-hand, beyond the well-documented landfills we all know of. Upon further digging, I discovered just how polluting the fashion industry is and reflected upon my own actions. By Rotation takes fashion rental many steps further - from sharing and rotating your wardrobe with our community, you become much more mindful of your consumption.

I founded By Rotation as a side hustle, creating a beta (test) platform over the weekend by using my prior experience as a web-designer (since the age of 11). All the marketing/”content” I did was in-house, asking friends to pose for photos or using photos from my honeymoon! As the platform and concept gained early success and traction, I started realising just how achievable my vision was! Although I continued to work full-time for the following 6 months, I enlisted the help of two freelancers to assist me with areas I’m not the best at (marketing and PR) while I built the app in the evenings and weekends. I eventually left my 7-year long career in investment management the day that our app launched!

I haven’t found the tech industry to be challenging as a woman - I’m used to working in a male dominated workplace, given my previous career. But, I have found the fashion industry to be difficult to navigate at times, due to its traditional and less diverse approach - it was quite a culture shock as an outsider. Nevertheless, I’ve found my tribe and people who believe in an inclusive and accessible concept for all!

• @lukeedwardhall - He makes me want to leave my city life behind!

• @sjdooley - Stacey is a gem and so supportive, I’m so grateful for her.

• @abimarvel - The master of interiors curation!

My engagement ring! My husband put a great deal of care and preparation into it (apparently many meetings and borders were crossed!), it is a beautiful and timeless piece.

Every piece, whether it’s classic or statement, is an investment. If it’s a classic, it has to be of very high quality and has to last me through various stages in my life. If it’s a statement piece, would I be able to lend it out on the By Rotation app?

An entrepreneur holds a position of privilege and power - and COVID-19 especially has made it abundantly clear how broken today’s world can be. I hope for entrepreneurs (including myself) that we lead with purpose beyond financial success; that we think carefully about how and why our business will positively impact generations to come.

Thanks for speaking with Kimai!