Aitaca: the Desafía Program startup revolutionizing fashion e-commerce

16.04.2025 10:40, Rita Longobardi

Meet Paz Vega, Founder of Aitaca. The Spanish startup transforms online fashion shopping with its AI-driven platform, accurately predicting clothing sizes from just a single customer photo, improving sales and reducing returns. In May, Paz and the other nine Desafía Team members will participate in a two-week immersive business program across Zurich, Lausanne, and Bern to establish sustainable growth pathways in Switzerland's innovative ecosystem.

Paz Vega holds a Master of Science in Computer Engineering and is a Google-certified Data Engineer. Her career began in strategic project management, focusing on digital analytics and AI. Aitaca was founded on her master's thesis, which developed a computer vision model for early detection of child malnutrition. Over time, she expanded into eCommerce, adapting algorithms for sizing and fit recommendations in jewellery and wearables. Passionate about sustainability and inclusivity, she advocates for accessible technology and supports female entrepreneurship in STEM, actively participating in initiatives like the Female STEM Leaders event and STEM Talent Girl program.

Can you tell us who your product or solution helps, and how?
Our solution assists jewellery and watches retailers, as well as eCommerce platforms, by providing AI-driven body measurements for ring sizing, wrists, and full-body applications. Users simply take a photo via mobile and receive instant, product-specific size recommendations, adjusted to local sizing standards. This reduces returns and associated costs while boosting customer confidence. Retailers benefit from higher conversion rates, lower returns, and a more sustainable footprint. Initially focused on child malnutrition detection, we prioritized jewellery sizing but plan to return to the malnutrition application.

What market are you addressing and what is the potential of your startup in that market?
We target the global jewellery and wearables market, focusing on e-commerce platforms that require precise size recommendations. With the shift to online sales and the need to reduce returns and boost conversions, our AI-driven technology can be a key differentiator for brands, enhancing customer confidence and loyalty. Our solution, adaptable to rings, bracelets, watches, and eventually full-body applications, positions us to capture a substantial share of this growing market. The global e-commerce market, projected to exceed USD 6 trillion by 2024, with fashion and accessories as key drivers, presents a vast opportunity. The smart ring segment, growing at 15–20% annually, contributes to a total addressable market worth hundreds of billions of dollars.

What are your team’s key achievements to date?
Our team has successfully deployed our tool worldwide, demonstrating its scalability and real-time accuracy. We’re currently testing the solution with renowned brands such as Tous and Mejuri, which not only validates our technical feasibility but also highlights strong commercial interest and potential for widespread industry impact.

What do you expect from Desafìa, and how will it help you achieve your vision?
We see Desafía as a key gateway to understanding the Swiss innovation and business ecosystem, which is a major strategic market for us. The program provides invaluable networking opportunities, enabling us to connect with potential partners, investors, and clients. Additionally, the chance to participate in commercial meetings offers an immediate avenue for showcasing our solution to high-profile Swiss brands, helping us align our technology with local market needs and accelerate our international expansion.

Why Switzerland represents a great opportunity for you?
Switzerland is a global hub for luxury watches and jewellery, making it an ideal market for our precise sizing technology. Collaborating with high-profile Swiss brands not only enhances our credibility but also accelerates our entry into international markets. Beyond its strong watchmaking tradition, Switzerland’s reputation for innovation, quality, and precision aligns perfectly with our product’s core values. This strategic fit provides a unique opportunity to grow our business, refine our solution, and establish a solid presence within the industry’s most prestigious market.