Director of Product, STM
STM is an Australian-owned company designing and selling laptop bags, tablet and smartphone cases and other accessories. Founded in 1998 in Australia by Ethan Nyholm and Adina Jacobs, with offices in Sydney, San Diego and the UK, STM's mission is to create gear and accessories that make your digital day a little easier, foster creativity and exceed their customers’ expectations. Because the market was flush with black briefcase style bags that were obviously carrying laptops STM designed its own chic range to accommodate not just the laptop, but folders, gym gear etc., all without compromising on protection. The brand is grounded in its Australian roots and lifestyle - not too serious, but insightful with a cool design aesthetic. STM has recently acquired Element Case, an American brand of high end phone accessories, conceived at the cross roads of tech, urban culture, and active lifestyle and will maintain Element Case as a separate brand to STM.
Adina leads the product teams to design, develop and produce all STM and Element Case merchandise and is also involved in brand and marketing.
Adina became aware of the entrepreneurial landscape in Australia when she was selected as a delegate at the G20 Young Entrepreneur Summit in Mexico City in 2012 and she met many people there who had experienced the same challenges as she had and were like-minded and inspiring. Furthermore, Adina was also a nominee for the Eastern Region EY Entrepreneur of the Year Award (2013).
“Our vision is to be the most valued lifestyle accessory company for digital devices, by creating amazing products and developing long-term relationships. We are deeply committed to our values of thoughtfulness, respect, integrity and consciousness, and believe that these will guide us to growing the business on a global scale. Both from a market and geographic perspective there are huge opportunities for STM growth.” Adina Jacobs, Director of Product of STM.