In a recent episode of Master of Your Domain, Rob Schutz sat down with Lydia Gilbert, co-founder of Dia.com, to talk about something close to the hearts of every founder—domain names. Lydia shared her journey of acquiring the highly sought-after three letter domain Dia.com, and how it helped shape her company's brand identity.
The Birth of Dia & Co
Dia & Co. was founded in 2014 by Lydia Gilbert and her business school friend, Nadia Boujarwah. The company was born out of a glaring gap in the market for plus-size fashion—a space where 67% of women in the U.S. are shopping, yet options were scarce.
Lydia and Nadia set out to change that by creating a brand that offered stylish, size-inclusive fashion for women. The name "Dia" came from a blend of their names, Lydia and Nadia—though Rob humorously admitted he hadn't connected the dots until their conversation.
The Domain Dilemma
Like many startups, Dia & Co. initially launched with a placeholder domain: dia-styling.com. It was functional, but as Lydia and Nadia's business began to take off, they knew they needed something more polished and memorable. Enter the desire for dia.com—a sleek, three-letter domain that would give their brand a more professional edge.
The Pursuit of Dia.com
Lydia recalled the nerve-wracking process of acquiring 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?
Rob couldn't help but ask the million-dollar question: Was the investment in dia.com 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, she argued that it's more crucial for customers to easily find the website.
Domain Gains
Lydia's story is a testament to the power of a great domain name. It's more than just an address on the internet—it's a key part of your brand's identity and credibility. For Dia & Co., securing dia.com was a strategic move that paid off, helping them grow into the fashion powerhouse they are today.
As for Rob, he’s still waiting on his dream domain, ro.com, currently owned by a massive Chinese gaming conglomerate. But as Lydia’s story shows, persistence pays off—and sometimes, the wait is worth it.
So, whether you're a startup founder or just someone with a big idea, Lydia's journey is a reminder that your domain name is more than just a URL—it's a gateway to your brand's future.
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