THREE OF A KIND: Lucy Danziger, the editor in chief of Self, has a lot in common with the Winklevii, Tyler and Cameron, the start-up investors and famous Facebook litigants. Harvard, rowing, summers in the Hamptons — Bellport for her, Quogue for them — they are breathing avatars of WASP culture. But somehow they hadn’t crossed paths at the annual meetings. They only met last year, introduced by a mutual friend, the entrepreneur Mitch Thrower.

Naturally, Danziger and the brothers Winklevoss hit it off.

This story first appeared in the April 16, 2013 issue of WWD. Subscribe Today.

“I just immediately gravitated towards them. I also started out in the athletic world and eventually became interested in worlds outside my immediate circle,” said Danziger. And they didn’t just talk rowing. “We talked about media and business and investments and everything else,” she said.

The brothers took the opportunity to mention one of their pet projects.

“Immediately, they said, you’ve got to meet the Hukkster girls,” Danziger said.

Hukkster is a deal site that alerts users about shopping discounts from a number of retail Web sites — it has affiliations with Nordstrom and Barneys New York, among others — and the brothers are big on it. In December, they threw a party for founders Katie Finnegan and Erica Bell at their other home, in the Hollywood Hills.

Danziger was intrigued by the Hukksters, and out of that introduction came a collaboration that is Self’s first flirtation with e-commerce. Beginning Tuesday,’s swimwear shopping guide and other beauty features will feature a button for readers to tag items they like for bargain alerts from Hukkster.

RELATED STORY: Digital’s Next Wave: Hyper-Personalization >>

It’s not going to be a big source of revenue for the magazine — Danziger said Self gets “a tiny” portion of the commission between Hukkster and retailers. But the draw for her was to dip her toes into e-commerce, where the magazine doesn’t have a footprint.

“I was looking for a way to create a dynamic shopping experience for the Self reader, but not necessarily go into e-commerce because that’s not where I want to spend my attention,” she said. Can she see a point in the future when there will be more e-shopping on Self? It’s a sector that’s increasingly drawing more attention from magazines, including Condé Nast cohort Lucky.

“This is a good first step,” Danziger said. “I want to first see if readers respond, and then, maybe, if they do, expand. We should try it step by step.”