Skye Ding, founder of ANNOVA. (Credit: Courtesy of ANNOVA)
She Brings Function and Vibrance to Everyday Items
Skye Ding launched her homegoods brand, ANNOVA, to bring modern, colorful flatware to the kitchen.
Skye Ding says her favorite home spaces are her kitchen and office – and she wanted to bring splashes of color and vibrant designs into both. What started as a personal project to revamp some of her most lived-in rooms quickly became a full-time gig – and eventually her business, ANNOVA, a home-goods brand based in Los Angeles. Ding’s collection offers stylish, eye-grabbing, stainless steel utensils for both adults and kids, as well as unique desk organizers and globes. Today, Ding says she’s learning the answers to entrepreneurship as she goes, and is happy to help people make their homes feel more uniquely theirs along the way.
Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.
How is your business different from others in your industry?
Our bold use of color, unexpected design details and commitment to making practical things feel joyful. Our flatware isn’t just functional – it’s also expressive. With playful, unique handle shapes and a spectrum of vibrant shades to choose from, our utensils turn even the simplest meal into a special moment. Every piece we design is meant to bring a little more variety, story, and joy into the everyday.
Tell us about your biggest success so far.
Donating over $20,000 worth of ANNOVA products to the autistic community. Specifically, to children and families who benefit from having safe, colorful, sensory-friendly tools around. It means so much to know that our products aren’t just beautiful – they’re also helping. This donation was a reminder of the real impact a small brand can have.
What is your top challenge and how have you addressed it?
At first, it was hard for me to manage the supply chain. I tried different things to see what worked best for my customers’ needs. I had to work hard to establish a good relationship with suppliers.
What is your biggest tip for other startup entrepreneurs?
When I first began, I thought I had to have all the answers. I thought I needed to have the perfect supply chain, perfect branding, and the overall best-selling product. But the truth is, you learn so much more by doing than by planning. I wish I had known earlier that progress matters more than perfection.
How do you find inspiration on your darkest days?
By returning to my “why.” I think about the families who use ANNOVA products and the joy something as simple as a colorful spoon or organizer can bring. A single message from a happy customer can provide the motivation I need to keep me going.
What is your go-to song to get motivated on tough days?
“Confident” by Demi Lovato. This song reminds me of my own inner strength.
Who is your most important role model?
The members of my women’s entrepreneur support group. They lead with strength, and an unwavering belief in themselves and others. Without their encouragement, I may never have found the confidence to take that first step toward starting my own business. They’ve been a constant source of strength, inspiration and honest feedback. It’s so important to have that when you’re building something from the ground up.
Instagram: @annovame
Facebook: @annova
Check out our Advice + Tips for entrepreneurs starting-up
Watch our latest videos
Subscribe to our podcast