The Stuff You Want, At A Price You Want, In A Format You Want

Personalization, direct to consumer selling and push marketing are combining to deliver a powerful new online marketplace.

According to The New York Times, a new breed of e-commerce sites — Send the Trend, ShoeDazzle, JustFabulous, Sole Society and JewelMint — present subscribers with a limited but customized selection of jewelry, shoes and accessories each month all based on the results of an initial style quiz that members take when they sign up.

“The first generation of e-commerce was about taking care of your chores — that’s Amazon,” said Jeremy Liew, managing director at Lightspeed Venture Partners, an investor in ShoeDazzle. “This is about making shopping fun again.”

Emily McNish, a 24 year-old in Los Angeles, pays $29.95 a month for JewelMint. “It’s sort of like being part of a secret club.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.