Dia&Co co-founder and CEO Nadia Boujarwah wants to change the retail market for plus-sized women. : The retail industry has and continues to fail the growing number of American women size 14 or larger, says Nadia Boujarwah, the co-founder and chief executive officer of Dia&Co, a personal styling service for plus-sized women. According to Plunkett Research, nearly 70 percent of women in the U.S. are plus-sized; Dia&Co wants to expand the options available to that growing demographic.