From Wrinkled Bags to Timeless Treasures: Paridhi Sekhri’s Journey to Creating TidyUP

Almost all of us have some cherished, luxury possessions, like our favorite luxury handbag that we save up for to splurge on or the sneakers that seem to carry the stories of where we have been. But how often do we pause to think about how we are taking care of these items that become an extension of our personality? This is where Paridhi Sekhri comes in with her Delhi-based brand TidyUp. A brand that is not only helping you protect your prized possessions but also extending their lifespan. Here’s the story of Paridhi Sekhri and her brand TidyUp.

How TidyUp Happened for Paridhi Sekhri

TidyUp emerged from a personal struggle and simple realization of Paridhi and her friend (who is also her co-founder): their luxury handbags ending up with wrinkles and losing their shape overtime. This is not a problem that was unique to them, their friends as well were facing similar issues with their luxury purchases. After searching through the market for solutions, they realized there were no premium organizes or storage solutions easily available.

This led Paridhi, and her co-founder Vani Talwar Khosla, identify a gap in the market for well-thought-out and effective organizing solutions to protect these items. And this led to the launch of their women-led brand, TidyUp in 2021.

Paridhi's entrepreneurial spirit is backed by her solid educational foundation. She holds a degree in Business and Marketing from IILM University and a Fashion Designing Diploma from the NIFT, New Delhi. Her passion for fashion and accessories is also evident in her role as the Creative Director of The Boho Bungalow, where she enhanced her skills in design and aesthetics.

What is TidyUp and What it Offers

TidyUp is a Delhi-based, women-led brand that brings to you premium organizers and storage solutions. Their products not only protect your luxury items, like bags and shoes, but also add value to your valued products. TidyUp storage solutions protect your items from moisture, mildew, and scratches.

TidyUp offers a diverse range of products designed to cater to various organizing needs. They have a wide variety of organizers that ensure items remain in optimal condition, whether at home or during travel. They have specialized inserts (called Shapemates and Shoemates) that help maintain the shape and structure of handbags and shoes, preventing wear and tear.

At TidyUp you will also find a variety of Rebags and Shoebags, which are protective covers that shield luxury items from dust, moisture, and other environmental factors. They have storage solutions and protective covers for all types of bags, be it totes, slings, handbags, etc.

Apart from shoes and bags, you will also find solutions here to protect other expensive purchases like your home linen (Linenmates), shawls (Shawlmates), and even plates (Platemates). The idea behind this women-led brand is clear – to provide convenient, optimal and premium solutions to help you get the most out of your luxury items.

The prices vary for the items depending on the category and sizes. Their organizers range from ₹1,690 to ₹4,390. The Shapemates start from ₹1,500 and the Shoemates start from ₹690. Their Dustbags start from ₹1,390.

What Sets TidyUP Apart

Apart from addressing a gap in the market, TidyUp products are designed with a lot of care to focus on quality, functionality and craftsmanship. All the products are thoughtfully designed by the founders Paridhi Sekhri and Vani Talwar Khosla.

Another uniqueness of this women-led brand is their commitment to sustainability. Their organizers that are placed inside the bags are made from recycled eco felt material. This fabric also has moisture-wicking properties, which ensures protection from stains and liquid spills. Their items ensure that your products are protected from both outside and inside as well, thus helping to extend the lifespan of your luxury purchases.

How is TidyUp Growing and Gaining Visibility

TidyUp started as a bootstrapped company with initial investment of Rs 2 lakh from the personal savings of its founders. They are a direct-to-consumer company that sells its products directly through its website, and a mix of e-commerce platforms, such as Amazon. This women-led brand also participates in exhibitions and pop-ups across Delhi NCR to showcase their range of products and gain visibility. This Delhi-based brand also has a store located in Lodi Colony, New Delhi.

TidyUp founders and team is very active on social media platforms, especially Instagram, where they have a following of 39K. They use their Instagram well to not only showcase their products, but also educate consumers about its functionality, benefits and uses.

It has gained quite substantial recognition and attention of many celebrities and influencers, including Sonam Kapoor Ahuja, Mira Kapoor, Pernia Qureshi, Delnaz Irani, and Massom Minawala Mehta.

TidyUp is offering practical and quality solutions to help you storage and protect your luxury items, in a more sustainable way that helps you enjoy your purchases for a longer time. You can explore TidyUp’s wide product range of premium organizers and storage solutions on their website, and find all their details on Paridhi Sekhri’s Women Listed profile.

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