Personal shopping service Allume launches on-demand styling, receives $3 million in funding

Personal shopping service Allume announced on Wednesday the launch of its new, on-demand personal shopping service.


Mauria Finley founded Allume after launching and selling social e-commerce startup Citrus Lane. The Fossil Group board member and former head of eBay’s home and fashion divisions launched Allume to disrupt the traditional retail model by making shopping easier for customers. Clients can purchase through the service products from brands such as Yves Saint Laurent, Tom Ford, Macy's, Gap, J. Crew, Zara and others ship items directly from a retailer.

Allume's new service is a personalized, one-on-one experience that uses data to match women and stylists according to their preferences. Stylists conduct introductory consultations with clients to find out what they want and then create virtual lookbooks of clothing and accessories based on the clients’ goals, style, body shape and budget.
“Professional women with regular budgets want help with their shopping needs, but every woman is different,” said Founder and CEO Mauria Finley. “Allume uses data to match each customer with a stylist who ‘gets her’ and can serve as a long-term shopping partner. Our platform helps stylists quickly find and share clothes that could be a good fit, and we believe the direct human communication dramatically improves customer satisfaction with the experience and the clothing they buy.”
Prior to launching the new personal shopping service, stage investment firm True Ventures invested $3 million in seed funding to Allume.

Venture partner Ann Crady Weiss said, “We believe Allume is creating a new business model in the $350 billion US market for apparel by using its platform to align shoppers, stylists, and brands and deliver a better experience for the many shoppers who are not satisfied with dragging friends around the mall, searching the Internet, or receiving mystery subscription boxes.”

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