Talk
From Amazon to Aetheria: Building a Brand Beyond the Corporate Playbook
What happens when you leave Amazon, where you have helped leading beauty brands grow, to build a brand customers have never heard of? This talk explores the transition from an established corporate career to the uncertainty and responsibility of entrepreneurship. Drawing on my journey from Amazon’s beauty and luxury beauty business to founding House of Aetheria in Dubai, I will address a challenge many aspiring founders face: turning professional experience into a differentiated product, a viable business and a reason for customers to trust them.
I will share how I apply lessons from Amazon alongside over a decade of experience across sales, logistics, distribution and e-commerce to identify customer needs, develop products, navigate sourcing and launch through marketplaces with limited resources. A real example is the sell-out of two House of Aetheria makeup brush sets, Onyx and Grigio, and the decision to bring them back as reimagined, permanent signature collections. This milestone opens a practical discussion about interpreting early demand, planning replenishment and balancing investment in proven products with new launches.
The audience will leave with a clearer understanding of how to connect customer insight, product differentiation and commercial execution—and identify a concrete next step towards building their own business. For professionals considering entrepreneurship, especially women, I will offer an honest account of leaving Amazon, becoming a beginner again and taking responsibility for my own vision. My aim is to turn the encouragement to “follow your ambition” into practical insight that helps people prepare, make informed decisions and act.
About
I am the Founder of House of Aetheria, a Dubai-born beauty and lifestyle brand. I left Amazon to pursue my passion for entrepreneurship and build a brand that takes the UAE to the world.
An alumna of IIM Calcutta and J. H. Ambani School, I bring over a decade of experience across luxury automobiles, cross-border logistics, FMCG distribution and e-commerce. At Amazon India, I drove growth strategies for leading beauty and luxury beauty sellers and brands, following an earlier role supporting D2C and SME supply chains.
Today, I bring that experience to building House of Aetheria from the ground up. By sharing my transition from Amazon to entrepreneurship, I hope to inspire aspiring founders—especially women—to back their ambitions, embrace a new beginning and turn their experience into a business of their own.