For Katy Spada, entrepreneurship began with a simple but powerful question from her young daughter: “Can I have Diwali pajamas?” What started as a heartfelt request turned into the spark for Ary + Maan, a culture-first brand that blends South Asian traditions with modern design for families. In this conversation, Katy shares how a moment of motherhood inspired her business journey, the early steps and struggles of launching a product-based brand, and her vision for creating everyday culture through intentional design.
This interview is part of Exeleon’s Emerging Women Entrepreneurs Series, where we dive into the unique journeys, challenges, and breakthroughs of women who have recently stepped into entrepreneurship. Katy’s story sheds light on the resilience, creativity, and cultural pride that fuel her path as a founder.
What was the spark behind Ary + Maan? Was there a specific moment when you knew this was the brand you had to build?
Katy Spada: The spark came from my then 4-year-old daughter, Arya. One day, she asked if she could have Diwali pajamas like the ones we wear for Christmas. It was such a simple, sweet request — and yet when I went looking, I realized they didn’t exist. There was nothing that celebrated Diwali in the way she imagined: high-quality, comfortable, and infused with the same fun, whimsical spirit of holiday pajamas we see for other traditions.
In that moment, I knew I wanted to create something special, not just for her, but for families like ours who wanted their children to feel the same magic and excitement for our cultural celebrations. That conversation with Arya planted the seed for Ary + Maan, and it’s been at the heart of everything we’ve built since.
Launching in 2023, you’re in the early chapters of your business journey, what did your very first steps as a founder look like?
Katy Spada: The very first steps were both scrappy and deeply intentional. I started with research — understanding the market, the gaps, and the emotional triggers that influence how multicultural families shop. I interviewed parents, looked at what global brands were doing well, and imagined how Ary + Maan could stand apart. From there, I found trusted production partners in India who could bring my vision to life, with craftsmanship and fabrics that matched the quality I had in mind. I built our first collection, invested in a brand identity that felt warm and elevated, and created storytelling around the why, not just the what of Ary + Maan.
In our first season, my sales strategy was to meet customers face-to-face. I set up booths at cultural festivals and local events, letting families touch the fabrics, see the prints, and connect with the story in person. Those conversations were invaluable; they built trust, gave me feedback in real time, and created our earliest community of loyal customers. From there, I pivoted to online ads to reach multicultural families beyond my local area, allowing us to scale quickly while still keeping that personal, storytelling-driven connection at the heart of our brand.
Every choice was guided by the belief that families don’t just buy pajamas, they buy memories.
What were some unexpected challenges you faced in your first year of launching Ary + Maan?
Katy Spada: Timing was one of our biggest challenges — not just because we’re anchored around a seasonal launch, but because of the very long lead times for product development. In our first year, we chose a more economical production partner with the hope of stretching our resources further. Unfortunately, that partner wasn’t able to deliver to the timelines we agreed on, which meant we couldn’t scale this year the way we had planned.
We had to make the hard decision to cut ties, delay the release of that particular collection, and instead double down on our seasonal Diwali collection. It was a tough call, but the right one for the long term. We now know we’re set up for lasting success with partners who can match our quality and timing expectations, but in the short term, it has put even more pressure on us to make each seasonal release count.
Ary + Maan is a culture-first brand that honors South Asian traditions. How do you balance cultural sensitivity with modern design?
Katy Spada: For me, the balance comes from respect and intention. Every print, motif, and color palette is inspired by South Asian art, textiles, or traditions, but reinterpreted in a way that feels fresh and versatile for modern families.
I think about how a child will feel wearing it to school, or how a parent might pair it with pieces they already own. We steer away from stereotypes and instead focus on authentic storytelling — sharing the inspiration behind our designs so families understand and connect with them on a deeper level. This is about honoring our roots while making them part of our everyday lives.
What’s one aspect of starting a business that no one warned you about? What advice would you give to a woman thinking about starting her own business?
Katy Spada: No one really prepared me for the sheer amount of cash outlay required to build a product-based business — or how much can get delayed along the way. You quickly learn that no one else can make your business happen for you. You’re solely in the driver’s seat. You can hire consultants or contractors, but they get paid no matter what; only you know what it feels like to keep investing without yet seeing the return. That experience lights a very different kind of fire inside — it forces you to get creative, to problem-solve, and to push forward even when the numbers on paper feel daunting.
My advice to another woman starting her own business? Go in with your eyes wide open. Know your numbers, build in more time and cash cushion than you think you’ll need, and trust that persistence will serve you just as much as talent or vision.
As a new entrepreneur, how have you dealt with self-doubt, decision fatigue, or imposter syndrome, if at all?
Katy Spada: I’ve learned to treat those feelings as signals rather than roadblocks. Self-doubt often means I care deeply about the outcome. Decision fatigue means I need to pause, delegate, or focus only on what moves the needle. Imposter syndrome — that whisper of “who am I to do this?” — is something I’ve reframed. I remind myself that my lived experience, my cultural connection, and my vision for this brand are exactly what make me the right person to build it.
Also, having my children involved, whether they’re testing fabrics or giving feedback on prints, keeps me grounded in why I started.
Ary + Maan started with festive kids’ pajamas and has expanded quickly. How do you envision the brand evolving over the next few years?
Katy Spada: We’re evolving from a seasonal drop to a year‑round brand. That means introducing non‑seasonal prints that feel wearable any day, while also celebrating the broader South Asian calendar.
We’re also expanding our offering with new silhouettes that serve more of our community’s needs—especially newborn gifting (think soft, heirloom‑worthy pieces designed for first photos and first snuggles), plus coordinated options so siblings and parents can join in, too. Our commitment to luxurious fabrics and craftsmanship in India remains at the core; we’re simply bringing that quality to more occasions and more ages.
In short: the vision is everyday culture, beautifully made pieces that connect families to their roots in ways that are comfortable, modern, and meaningful all year long.
