The world of entrepreneurship is often defined by bold decisions, calculated risks, and the ability to transform an idea into an enduring brand. Few stories embody this spirit as powerfully as that of Sabena Suri, the dynamic co-founder of BOXFOX and a force in the e-commerce space. Her journey is not only about building a successful business but also about redefining what sustainable entrepreneurship looks like in an industry dominated by venture capital and rapid growth expectations.
Early Life of Sabena Suri: Bridging Two Worlds
Born on Long Island and raised in Fremont, California, Sabena Suri grew up in a household deeply rooted in Indian traditions while also navigating the cultural fabric of America. Her parents, who immigrated from Delhi, instilled in her values of hard work, resilience, and adaptability.
Reconciling two cultural identities gave her a unique perspective. In her own words, college became the first real test of balancing her Indian upbringing with the broader American experience. These formative years helped shape the lens through which she would later approach both her personal and professional journey: blending structure with creativity, tradition with innovation.
Discovering Her Path at USC
Initially drawn to journalism, Sabena quickly pivoted when she realized the industry was shrinking. Instead, she found her calling in public relations, a field that married her passion for writing with strategic brand-building. This decision opened the doors to understanding the power of storytelling, a skill that would become central to her entrepreneurial career.
After graduating from the University of Southern California, Sabena landed a role at Ogilvy, one of the world’s most prestigious marketing agencies. It was here that she not only honed her skills in communication and brand management but also met her future co-founder, Chelsea Moore.
Sabena Suri: The Birth of BOXFOX
The spark for BOXFOX ignited in 2014 when Sabena and her co-founders, Chelsea Moore and Jenni Olivero, searched for a thoughtful, personalized way to send a gift to a sick friend. Finding no seamless solution, they created one themselves.
Pooling just $5,000, the trio launched BOXFOX from a Venice, California apartment. Their vision was simple yet profound: to modernize the art of gifting by offering curated and customizable gift boxes that combined elegance, convenience, and personal touch.
In a startup ecosystem obsessed with venture capital, BOXFOX took a different route. Sabena and her partners chose to bootstrap their business, growing slowly and sustainably. What began as six pre-designed boxes soon expanded into a robust platform, including the Build a BOXFOX feature and a thriving corporate gifting service, BOXFOX Concierge.
By staying true to their mission—“You have the intent, but not the time”—the founders turned a modest investment into an $11 million revenue-generating business. Their success was recognized in 2019 when they earned a spot on the coveted Forbes 30 Under 30 list in retail and e-commerce.
Beyond BOXFOX: A Visionary Career
After leaving BOXFOX, Sabena Suri continued her journey as a leader in e-commerce and consumer brands. She served as Chief Product Officer at DEUX, a CPG startup redefining indulgent snacks, and later as Head of Partnerships & Curation at Canal, a dropshipping marketplace.
Today, she works as an independent e-commerce consultant, helping early-stage brands build from the ground up. Her expertise in strategy, partnerships, and brand curation makes her a sought-after advisor for businesses aiming to grow sustainably without sacrificing authenticity.
Honors and Recognition
Sabena’s achievements have been celebrated widely:
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Forbes 30 Under 30 (2019): Retail & E-commerce category.
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Tory Burch Fellow (2019): Selected as one of 50 female entrepreneurs nationwide.
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Women Founders Network Finalist (2018): Secured second place and received a grant.
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USC Global Fellow: Worked in Hong Kong, interning with Burberry.
These honors highlight her innovative mindset and commitment to breaking barriers for women and minority entrepreneurs.
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