WARDROBE ADVICE VIA TEXT MESSAGE
It was 11 a.m. on a rainy Friday several weeks ago when Allume CEO Mauria (pronounced ma-RI-ah) Finley met up with Style at the Creamery in SoMa. Before she had even sipped her espresso, it was clear that this fast-talking Texas native with two computer science degrees from Stanford did not need caffeine to boost her energy. In 2011, Finley started Citrus Lane, a kids’ products subscription box service for parents that sold to Care.com for $50 million in 2014. In the fall, she launched a personal shopping service. The conversation began with a compliment on Finley’s charming printed blouse. Smiling widely, she said it was from San Francisco label Amour Vert, which an Allume stylist sent her way. Finley, who lives in Palo Alto, also discussed her various side gigs, and her passion for helping women in tech. (Content edited for length and clarity.)
Q: How did you come to start Allume?
A:It all started from my own personal insecurity. Every time I had a meeting in Dallas — I am on the Fossil Group board based in Texas — I would get really insecure about what to wear. It’s not like I was trying to look like I popped off the pages of InStyle. I just wanted to feel put together and not worried about my clothes. Also, I know from my previous job overseeing all the
product teams on eBay that fashion is a huge and super attackable market. Malls may be declining but women are not going to stop buying clothes. The women’s fashion market is a $350 billion industry. My highlevel thesis is simple: Women want to buy clothing, they want a personal service, and they want it basically for free. In the fall of last year, I put ads on Facebook to hire freelance stylists in order to understand if this was a need, and I tested with 300 customers. I also started talking to brands regarding possible partnerships. This fall, after just four days, we secured $3 million in funding from True Ventures.
Q: How does Allume work and how does
it differ from styling services and subscription
boxes like Stitch Fix?
A:
After filling out a style quiz, the customer has a consultation with a stylist who has read their answers; it’s a quick but probing text conversation. Then the stylist shops and, in a few hours, sends a virtual (and shoppable) lookbook to the client. There’s a $20 fee, which is credited with any purchase. One of the biggest differences between Allume and other services is that our stylists can shop anywhere, any brands — we’re a marketplace model and don’t hold any inventory. We have partnerships with about 50 brands and retailers right now (including Bloomingdale’s, Neiman Marcus and Sole Society), where we make a percentage of sales placed through Allume. Still, we are focused on shopping the best places across the Internet for clients, based on their budget and needs. The other obvious difference with Stitch Fix is the direct human communication. It’s fundamentally personal. And customers are not just receiving a mystery box; they’re choosing the things they want to buy.
Q: What is your background?
A:I grew up in a town in Texas, one on the wrong side of the tracks, with a twin sister and a single mom who was a teacher. I was always very good at math and valedictorian of my high school. My life changed when I got into Stanford to study computer science. Initially I was intimidated by the mostly male and mostly privileged students, but one day I just made a decision to become a badass. After college, I had a series of really great opportunities at Netscape and AOL. I was given a lot of responsibility at a very young age. In 2004, I went to PayPal where I was working on mobile, and in 2008 I
landed at eBay. I was there for a couple of years when I got the itch to do something from scratch. Naivete can be a beautiful thing. I started Citrus Lane during a time when I really wanted to do a good job being a mom. I had a 9-month-old and a 3-yearold. I did tons of research, spreadsheets everywhere, on products that parents needed every month like books and toys and things. Q: How did you wind up on the Fossil board, and what’s your relationship with theBoardlist (a referral site for company boards)? A:
I love theBoardlist, a network of women helping each other in Silicon Valley. I would literally go to the end of the earth for its founder, Sukhinder Singh Cassidy. Before its founding (in July 2015), I kept on reading all these articles about companies in (Silicon) Valley looking for qualified women to add to their boards … but they couldn’t find any. Really? When Sukhinder created theBoardlist, a directory filled with tons of vetted and endorsed women, those guys couldn’t say they couldn’t find us anymore. And, yes, theBoardlist helped place me on the Fossil board about two years ago. Since then, I have been really committed to the issue of helping women through theBoardlist and other ways. It’s all about changing the tide, getting women on boards, into VC firms and in high-level positions. As for the Fossil board, it has been an incredible honor to work with the team there. I help them with the Silicon Valley angle, technology and what lessons we are learning. I’m also on the board of the Tech Museum of Innovation, on the Girls in Tech committee, which focuses on getting girls at a young age interested in tech and the sciences through field trips, mentoring lunches and getting them to build stuff. Q: What advice would you give to women who want to succeed in tech/Silicon Valley today?
A:Be more aggressive. Don’t play small ball — shoot for the fences. When you’re seeking funding, be confident. Act like “I got this.” Don’t be fearful; life’s short and things mostly work out.