Name: Nasiba Adilova
Job Title and Description: Co-Founder at The Tot
College Name/Major: Oklahoma State University/Political Science, MA Seton Hall University
What does your current job entail? Is there such a thing as a typical day?
Nasiba Adilova: As a co-founder of a startup called The Tot, no two days are alike. I’m constantly trying new things to grow the business. The Tot is unique––it’s both a curated e-commerce and editorial destination for parents for clean, non-toxic products. As a retailer, we meet with vendors from around the world to review the latest products, and we research! When becoming a parent, there are so many choices out there for parents and babies and it can be overwhelming. That’s where we come in! We, at The Tot, take that process and make it easy for our community by doing all the due diligence first and providing them with only the safest, cleanest and most innovative products.
Choices are a big part of what I do daily. Along with the team, we choose what to focus on and bring a perspective unique to The Tot with product selection and editorial content. We ask ourselves important questions: first, is it safe for parents and babies? Not just does it meet regulations, but what are the ingredients? How is it made? Does it serve a purpose? Then, whether it’s stylish or not. With so much to choose from, why not choose the best and most beautiful?! Finally, would I use this myself, with my children? Would I read this and do I believe in it?
What is the best part of your job?
NA: With my work, I combine my creativity with my passion. I use my experience as a mother to build a resource and community for parents who want to make the best choices for their children. Becoming a parent has been the greatest gift. I have been able to draw on my experience with fashion, media and research in further growing The Tot. I am very passionate about building a community of like-minded parents who want the safest products for their babies. That is the reason we incorporated editorial content in the site where we work with experts from various backgrounds like lactation consultants, nutritionists and midwives, to pediatricians, child development experts and OBGYNs who contribute to us in a meaningful way. We educate our consumer about their health as well as talk about taboo topics, like miscarriage, IVF and postpartum depression. We hope to break down these barriers and make parents feel connected and empowered. We’ve also been fortunate enough to collaborate with some of the best designers in the world on exclusive products, like Mary Katrantzou and Oscar De La Renta.
What has been the most surreal moment of your career thus far?
NA: Launching The Tot. The idea came from my struggles and experiences becoming a parent. I thought, why hasn’t someone brought the best non-toxic products to one place? Then with a lot of work and bringing together the best team of people, it became real. The Tot is a destination for parents and continues to grow since launching, with many exciting projects in tow.
What do you look for when considering hiring someone?
NA: I look for hard workers. Those with dedication and diligence that will go above and beyond––it doesn’t go unnoticed. For building lean teams, it’s so important to have people who dig in and aren’t restricted by their job description. Those are the people that progress and thrive, who take more responsibility and prove themselves. They are also the people that grow the business!
What advice would you give a 20-something with similar aspirations?
NA: Trust yourself. When you have an idea that keeps turning in your mind, go for it! There’s not a strict roadmap for bringing your dreams to reality. Focus on what drives you. Research and make smart decisions. Surround yourself with the best people. Tell people what you want to do. Often, people will help, but it starts with you.
What’s the one thing that’s stood out to you the most in a resume?
NA: I look for the risks. Did they step off the conventional track to pursue a passion or create something new? How did it work out for them?