Rupa is the founder and managing partner of Arāya Ventures and House of Arāya, alongside holding advisory roles at HSBC and Morgan Stanley. She is also a twice exited founder.
The pre-seed round was led by Arāya Ventures to support the development of the startup's creative AI workspace.
"First Concepts has a simple mission to transform creative context from something fragile and ephemeral into a structured, compounding asset. We are building an operating system that understands the value of creative thinking and taste. This will transform creative workflows for teams around the world."
The funding round was backed by Arāya Ventures and accompanies an expansion into 737 Boots stores nationwide.
"Women’s health has been sidelined for far too long. At Unfabled, we’ve shown that when you truly listen to women, you don’t just create better products – you create a movement. Boots expanding our footprint by over 1000% proves that women’s health is no longer niche. We’re proud to be building a brand, a community, and a category that retailers and investors can no longer ignore."
The seed round was led by Fuel Ventures to support research and development and international expansion.
"I spent 14 years as a medical researcher, and I would spend hundreds of hours copying data from one system to another. The back-office process is completely broken. When you multiply this across the industry the costs for patients and research institutions are astronomical."