By  on November 29, 2018

When former CNN journalist Whitney Casey and model-actress Brooklyn Decker founded Finery in April 2017, they flipped the traditional retail pyramid on its head.

“Brook and I always had this philosophy that to actually appeal to a woman you shouldn’t sell her anything, but should know everything about her,” said Casey. “Most retail is built on product, then experiences around it, then trying to learn about women after the fact by adding data. We said, ‘Let’s start with data and knowledge and build an experience to maximize time on-site, then at the end we can sell her something.'”

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