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Free UK Delivery On Orders Over £150

Date 23 January 2020
Filed under Tad Talks, An Interview Series

Eshita, Founder of By Rotation

We met with Eshita Kabra-Davies, founder of fashion rental app By Rotation to talk jewellery, career advice and island hopping. As a tech entrepreneur and fashion guru with an enviable wardrobe Eshita is a woman we want to know.

The Daily

First thing you do in the morning? Check the By Rotation app. Then puppy cuddles!

What inspires you daily? Visualising our company’s mission and future :)

The Work

What was your inspiration for setting up By Rotation?

I was planning my honeymoon to my motherland Rajasthan, India in late 2018 when I started thinking about how common it has become in the Instagram age to wear clothing only once for “that” photo. It didn’t seem logical or pragmatic to spend all that money for a one-off occasion (or a photo), and I started thinking about what would happen to these (often luxury) items later. This tangent amounted to an in-depth market research of the fashion rental industry and the lack of a more sustainable alternative to companies buying inventory to rent out.

What is the best lesson you have learnt so far? I believe in the Butterfly Effect - sometimes you may think things seem frivolous or “not worth it”, but every little bit that you do does in fact contribute to the bigger picture. This is why I also believe the best things take time, there is no shortcut to lasting success.

Career Highlight so far? In my career as an investment manager for the last 6 years: making calls on large corporate bond deals, including a £200m ticket. With By Rotation thus far: the Business of Fashion feature covering the launch of By Rotation - UK’s first fashion rental app!

What’s the best piece of advice that you have been given? I’ve met so many incredible people along the way who have given me so much to think about. Here are some of the things that I constantly remember: Be humble and hungry. Reflect and be honest with yourself about your strengths and weaknesses. Then, surround yourself with people who complement you (be it in a personal or professional capacity). Recognise and celebrate them. Lastly, my dad said this to me and it still gives me the chills: “You’ll never be the same person you were when you first started By Rotation.”

What’s next for you and for By Rotation? As a tech company, our primary focus is on improving and tweaking the app continuously, alongside our in-house machine learning tool to curate and provide free styling for our users. In addition to our upcoming marketing campaigns, another area of focus for us is to meet and spend quality time with our community, as we believe they are our North Star.

Who is By Rotation made for? The stylish individual that is becoming increasingly aware of their environmental footprint. All genders, ages and backgrounds are welcome!

The Jewels

What is your most treasured piece of jewellery? A diamond ring gifted to my mother from her late twin brother - it reminds me of him. My engagement ring - my husband did well, it’s a classic piece.

If you could access anyone’s jewellery collection – dead or alive who would it be? Definitely Jodhaa Bai (Google “Jodhaa Akbar”) - a Hindu wife of a Mughal emperor in the 16th century (there are various stories about this forced matrimony). I haven’t seen jewellery like that anywhere and when I think of royalty, this is what comes to mind - loud without being tacky, regal in all the right ways. Dream Indian bride goals...!

Next piercing? Second piercing - I used to have one when I was 15 and then it closed suddenly! I’m seriously considering one again, especially with Tada & Toy’s collaboration with Ruuby App (two great companies) offering piercings on-demand. I want to learn how to layer delicate pieces with the new piercing!

What is your favourite piece of Tada & Toy? Not at all easy to pick one - so here are my favourites: The Constellation Cuffs (had no idea how cool they looked on me until I tried them on!), the Constellation Hoops and the Blue Moon Studs. I just love how intricate these pieces are, while remaining subtle.

The Tips

Saturday night: Go out or stay in? Stay in! I have barre classes in the morning!

Favourite travel destination? The Aeolian Islands, Sicily. Had a mystical trip there 5 years ago and I can’t wait to go back there again to celebrate a special time in my life. We’re talking about jumping off rocks into clear water, colourful fish and black sand, mini eruptions at Stromboli, the incredibly chic Panarea, trekking up craters and the general sense of “the road less travelled”. I even saw the Milky Way in full, clear view for the first time which left me in tears.

Favourite London restaurant? Going to be honest here and say Homeslice - I like relaxed meals! My friends and I joke it’s our mothership. For something less bro - I love Indian Accent and Isabel.

Favourite Instagram accounts to follow? theinvisiblecollection, jilcarrara, digitalf33ls, hattiemolloy, shoopy.studio, zazi.vintage and byrotationofficial of course!!!

Secret to a good night’s sleep? I am a terrible sleeper, I tend to be quite anxious and excited about the day ahead, and I can hear almost everything. For these reasons, I’ve been using thisworks deep sleep pillow spray and very recently Signature CBD sleep support. They work!

We loved speaking with Eshita and hearing her thoughts on how to build a successful company and the power of the butterfly effect. Head over to the app store to download By Rotation now to get clothes sharing.



Victoria van Holthe

One half of Tada Toy 

Standard Returns Policy

We will be happy to offer an exchange or refund within 7 days of purchase. Goods purchased online must be returned to us in perfect condition and in their original packaging in order for us to process an exchange or refund.

Sale No returns on sale items (including flash/limited time promotions). For returns of store/pop-up orders, please keep your invoice or receipt for proof of purchase. We are unable to offer a return on items without a proof of purchase.

Earrings For hygiene reasons we are unable to accept returns on earrings unless faulty.


Please request a return form by emailing customer@tadaandtoy.com. We will send you a returns form along with your return number. Complete in the form and enclose item(s) in package.

The item(s) must be packed securely in the packaging in which you have received it. We are not liable to refund you if the jewellery item is returned to us broken. please enclose any additional items (jewellery box, promotional gifts).

Once you have added all items and the returns form pack the items back in the parcel and send it back, via recorded delivery to:

Tada & Toy, 341 Portobello Road, London, W10 5SA

The credit card or paypal account used for the original purchase will be credited with the original price within 30 days or your order provided that the goods in question are returned by you and received by us in the condition they were delivered to you.

For all returns, except where the item is faulty, you will be required to arrange and pay for the return of the products. We cannot accept responsibility for any parcels lost in transit.



Our jewellery is made with 92.5 sterling silver and 18ct gold plated vermeil. Sterling silver will naturally tarnish and gold plating will gradually fade over time. Here are some steps to help prevent this:

Avoid your jewellery when spritzing perfume and applying lotions.

Salt & Sweat
Gold and silver can be damaged by chlorine and salt so remove before your work out or dip in the sea.

Keep your sterling silver jewellery clean by gently washing in warm soapy water and using a silver cleaner. Always remember to rinse and dry. To clean all Tada and Toy jewellery use the polishing cloth provided or any soft cloth.


UK: Standard Delivery: £5 (2-3 Days)

UK orders will be sent out via DPD and you will be notified with a tracking number as soon as your order is fulfilled.

UK: Next Day Delivery: £8 or *Free* For Orders Over £150

UK orders will be sent out via DPD and you will be notified with a tracking number as soon as your order is fulfilled. Please note orders must be placed before 1pm to be guaranteed next day.

NB Due to high demand for our new Lizzy Hadfield collection we are unable to guarantee next-day delivery on her collection but will fulfill it as soon as possible. Please email us at customer@tadaandtoy.com if you need more information.


Rest of The World: £20

International Shipping takes 5-10 working days. VAT and Import Duties are not included in the shown price and will be added by the shipping provider before delivery if applicable.

We deliver to the following countries outside the UK:

Andorra, Argentina, Australia, Austria, Belgium, Canada, Czech Republic, Columbia, Croatia, Cyprus, Denmark, Finland, France, Germany, Greece, Guernsey, Hungary, India, Indonesia, Ireland, Isle of Man, Israel, Italy, Jamaica, Japan, Jersey, Jordan, Latvia, Liechtenstein, Lithuania, Luxembourg, Macau, Malaysia, Malta, Mexico, Morocco, Netherlands, New Zealand, Nigeria, Norway, Panama, Peru, Poland, Portugal, Romania, Singapore, Slovakia, Slovenia, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, USA, Ukraine.




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