New York Hearts Tech

New York’s e-commerce companies have banded together to create a digital pop-up shop for Valentine’s Day.

The brands are joining up and collaborating on a Valentine’s shopping list to capitalize on the peak e-commerce shopping for the holiday. Twenty brands have put forward a Valentine’s Day-themed product or service on the New York Hearts Tech Web site at The companies are also enticing shoppers with a sweepstakes contest and the winner will receive a New York branded goodie bag worth more than $3,700.

Some of the companies behind the cooperative effort include Birchbox, Gilt, BaubleBar, GlamSquad, Adore Me, Thinx, Gwynnie Bee, Nineteenth Amendment  and Beltology. The initiative is sponsored the New York Fashion Tech Lab, Adore Me, Columbia Business School Eugene Lang Entrepreneurship Center and Harvard Business School Rock center of Entrepreneurship.

Sharon Klapka, vice president of business and brand development at Adore Me lingerie company, said most of the focus in the tech world is usually on Silicon Valley, but the New York tech scene is also exciting. “The New York tech start-ups decided to do something about that and we got together to create this Internet pop-up shop,” Klapka said. “We also wanted to give some love to the shoppers with our sweepstakes.”

The goodie bag includes gifts like a six-month membership to Adore Me, a one-year membership to Gwynnie Bee, a $300 Beltology gift card and a $200 Nineteenth Amendment gift card.

“So many industries intersect in New York — the action, energy and ideas here are unmatched. The local start-up community has been hugely supportive of Birchbox over the years, so we jumped at the opportunity to band together with like-minded e-commerce brands. We’re in great company,” said Katia Beauchamp, Birchbox cofounder and chief executive officer.

Christine Hunsicker, ceo and founder of Gwynnie Bee said, “Start-ups inherently foster a culture of collaboration in order to drive innovation and rapid growth. People who work at start-ups, regardless of the specific industry, understand the value of knowledge sharing and recognize that this is a community — a resource.”

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