Turning an Idea into a Business
Founded by Nadia Zueva (CEO)and Andrei Rychkov (CTO), Aesty was born from a shared belief that technology could make style more personal. Both software engineers by training, the husband-and-wife team had spent over a decade in AI and mobile development before deciding to build something of their own.
“I’d been working with neural networks for 10 years,” says Nadia. “Fashion was always a passion, but I never thought I’d turn it into a company. Then one day I realised I could.”
Aesty began as an AI-powered styling tool that helped users experiment with looks. That first version became the base idea for what would grow into a full-fledged fashion-tech startup.
The founders joined the Antler programme, a global accelerator that funds and mentors early-stage startups. During the programme, Aesty’s concept evolved from a simple styling app into a scalable platform that connects inspiration and shopping. “When Antler invested, we needed to incorporate quickly,” says Nadia. “They suggested a few companies, and one of them was Osome. We spoke to others, but Osome just felt different.” The team needed a partner who could handle the technicalities of incorporation while they focused on refining their product and pitching to investors.
Getting the Right Support at the Right Time
Setting up across borders can be complex. Aesty’s founders were based in Dubai but incorporating in Singapore . Osome made the process simple, guiding them through each step and responding promptly whenever questions came up.
From the very beginning, the Osome team was supportive. They replied in less than 24 hours, even with the time difference between Dubai and Singapore. It made everything smooth.
Nadia Zueva and Andrei Rychkov, CEO & CTO
Andrei adds, “Other companies took days or even weeks to respond. With Osome, you always knew you’d get an answer within a day. That reliability made a big difference.”
Less Stress, More Focus
With Osome managing incorporation and compliance, Aesty could focus on building its core business.
“It’s just less stressful thinking about documents and taxes,” says Andrei. “We know the back end is covered, so we can focus on the product.” The value, they say, went beyond responsiveness. “The price–quality ratio was excellent,” adds Nadia. “It was a really good deal, especially for a startup.” That sense of clarity allowed the team to channel their energy into growth, validation, and scaling their community of creators and partners.
Scaling from Dubai to the World
Operating out of Dubai has also given Aesty unique advantages. The city’s fast-growing tech ecosystem and strong investor networks have created fertile ground for their next stage of expansion. “With roots in Dubai and a network built through Antler Riyadh, we’re focused on scaling up, perhaps in the long run to the USA as well. We’re exploring partnerships and collaborations that will bring Aesty’s virtual try-on experience to new audiences.” says Nadia.
A Glimpse of the Future
Aesty’s latest feature lets users take a screenshot of any outfit from Pinterest or Instagram and see how it would look on their own digital avatar. It factors in face and body shape, giving a realistic sense of fit and style.
“You can screenshot any look and try it on your digital avatar,” says Andrei. “It even considers your face and body shape. It feels like a scene out of Clueless, but real.” The couple’s focus now is on scaling, raising their next round of funding, and pushing Aesty into new markets.
We wanted to build our own dream. Osome helped make that possible!
Nadia Zueva and Andrei Rychkov, CEO & CTO
