Round Led by DCM and FirstMark Capital
AHAlife is any discerning shopper’s go-to website for the most desirable and hard to find items relating to fashion, accessories, beauty, food, home décor, technology and travel. In true elite form, the site introduces exactly 1 new item each day, detailing how it was made, by whom and where—oh, and each product is also available for purchase.
Each item is launched via email to members and a unique influential tastemaker curates each on-going sale. Past curators have included Tim Gunn, Wendi Murdoch, Donna Karan, Daniel Boulud, Bobbi Brown, Petra Nemcova, Cynthia Rowley, and Tina Brown. Products range from a Swarovski crystal encrusted masquerade mask to a set of cruelty-free beauty brushes to scented drawer liners and almost anything in between. Each item, described in detailed and portrayed editorially, is intended to be stumbled upon rather than searched for. The aim of the site is to assume the role of one’s “stylish best friend” who always has the perfect gift or novelty item for any occasion. CEO Shauna Mei explains, “We’re trying to recreate that aha! moment, as if you’d stumbled upon something in a street fair or out-of-the-way place.”
Further, as an incentive to be that friend and pass on the finds, AHAlife offers virtual points for customers, which grant access to ascending levels of membership. Each particular level offers perks such as free shipping and concierge services when a user shares their purchases via Facebook, Twitter, e-mail or blogs. Since the website’s launch, AHAlife’s subscriber base has multiplied ten-fold and the recent funding will be put in part towards further expansion. In addition, the funds will be used to curate more merchandise and expand site content.
By Natalia Ignaczak