Today, on the outside, Riya Collective looks like a marketplace selling goods from around the world. Under the hood, we are on a mission to build the first social-shopping experience and want to build out data-driven systems and embedded social features from the ground up to make this happen. We started as a rental business for South Asian weddings and uncovered a strong desire for people of minority descent to share and discover new styles of fashion that’s rooted in ethnic culture. What we've done since YC has uniquely positioned us to learn within the South Asian community to create and build for this future model of shopping. Since our soft launch late October, we’ve done 30k in GMV with zero marketing spend and have organically grown our community.