We Tried It: Dia & Co.

Our Dia & Co. Styling Review

Dia & Co. is a rapidly growing styling service geared specifically toward women sizes 14 to 32. You order a box, and a stylist hand picks five items from their currently available selection. (You can also choose items you like online.)

Your items will vary from clothing to jewelry and clutches. And while you do pay an initial $20 styling fee, you only shell out more cash for the items you keep. It’s kind of like celebrating Christmas for yourself … as many times as you’d like. Fun, right?

The process begins with a pretty thorough styling quiz. Your birthday, body type, height, places you shop and all the usual declarations. The key is to be extremely specific. Don’t wing it. This is especially true when it comes to the place at the end of the survey that allows you to explain exactly what kinds of items you like and hate. Chatty is better, as your stylist will read exactly what you write.

This is also where things get tricky. While we adore the Dia concept, they don’t always listen to what you say the first time around. For example, in my first box, I said I like dresses that hit above the knee and accentuate the bust area. I received a long, ankle-length maxi that rose to my collar bone. And Andrea (our vice president of fashion) said she hates lace, but received a partially laced tank top that made her groan like a woman encountering a blind date who is nothing like promised.

The second thing to know is that age may play a part in how you’re styled. On my first try, I was honest about my age and received a long duster and maxi dress that felt ultra conservative. Andrea, on the other hand, said she was 25. As a result, she received a tiiiiiiny halter sweater (and that’s probably an understatement), a dress that showed just about everything but her hoo-ha, and a pretty, fun, sparkly shirt that we both loved.

On box No. 2, I was super blunt. I outright said: “I’m in my 40s, but style me like I’m 10 to 15 years younger.” The things I got were 100 percent different. A darling maroon cardigan. The same cute, sparkly shirt that Andrea had gotten. And a low-cut, printed maxi. So the pro tip is to be specific about your style.

Another thing to know is that the styles you receive might not necessarily reflect the season or the price in the marketplace. While I adored the items in my second box, late February (last year) was probably not the time to send a winter cardigan, as many of us are shopping for spring unless we’re hitting the clearance racks. In addition, I was pretty irked to find that both the City Chic cardigan and the Jessica Simpson jeans I received were being sold at half-price clearance at Macy’s online. A lot of it comes down to what they have in the warehouse at the time of your order.

Finally, on round three, I was honest. I said: “Look, I’m writing an article on your company. I need you to bring your A-game with season in mind.” Man, did they do a switch hit! Darling maxi. Adorable jean shorts. Amazing motorcycle jacket that is completely in style. (I wore it in our Atlanta shoot for The Secret Sexy Project.) The only thing I did not like was a green tank top that looked like a potato sack on my body type.

The bottom line is that Dia & Co. is worth giving a try. It’s a super-fun concept. They also have excellent customer service reps, which is always a treat in this day and age. They do listen. Just remember to do your research to make sure you’re not receiving an item that is priced cheaper somewhere else. That’s my biggest complaint about my experience. 

Recommendation: Yes, try it! If you’re not happy, you’ve got nothing to lose but your $20 styling fee. But don’t give up after the first try. It’s like dating. It takes a while to find the right fit, but when you do, fireworks go off. That’s how I’ve become one of their best customers!