FashInvest Profile: Bazaart Makes Pinterest Personal
CMO Dror Yaffe and “Engaging in the Content You Love”
When asking Dror Yaffe why Bazaart benefits Pinterest users the first thing he asked is “Do you use Pinterest?” Like any other fashion user, of course I use Pinterest. It has become a fun media based tool for finding trendy fashion, products, and photography. As CMO of the Israeli-based startup, Yaffe explained why Bazaart is so unique and how it will truly benefit Pinterest users in a creative, original, and engaging way. Being founded in February 2012, the young startup has plans to essentially revolutionize online catalog and design in a creative way. Being backed by Dreamit Ventures, the company that is currently invite-only will also be going public next week.
Bazaart lets devoted Pinterest users engage in their pinned inspirations. By using the Bazaart technology, Yaffe stated, “it uses the same aesthetic as a real catalog – items are presented in a real, inspiring way.” The goal of Bazaart is to make shopping and the Pinterest social community more unique then other sites. Yaffe compared Pinterest to eBay or Amazon where your goal is to “buy, shop, and leave.” When users come onto Pinterest, they “don’t necessarily come with the idea of buying but is for inspiration.” The startup utilizes that idea and builds onto the more creative side of Pinterest. Invited users can essentially create their own “pages” in a catalog and grab pieces of inspiration from their pins such a dress, piece of jewelry, or even a hairstyle.
Bazaart CMO, Dror Yaffe
Yaffe explained that Pinterest is currently “very limited” with no “continuation.” He explained, “What we do is give users the opportunity to become crafty and create inspiring looks from their pins.” The current Bazaart team is rather small of five founding members. The team found that “Pinterest is a very good source” for their startup due to the fact that one of the primary uses of the site is finding and sharing innovative fashion. As a small team,
Yaffe explained, “being the funding team of the startup we do everything.” The Bazaart staff has background in blogging, tech design, computer engineering, research, and social media. All together they have created a plan on revolutionizing and changing the online catalog market.
As CMO, Yaffe has focused on marketing the new Pinterest app to users. Although the app is planning on going public next week, while it was invite-only, Yaffe would promote the application avid Pinterest users as a tool for inspiration and to personalize pins. He stated, “Our first version is a user generated fashion catalog that takes its content on Pinterest.” Bazaart has plans not only to grow their engagement but also build their resources. The primary vision of the application is for users to be able to take their inspiration from other social sites (such as Gilt), cut out the product, and then create a “catalog page” produced from numerous online resources- other than Pinterest. The startup is also hoping to update its technology and create a more personalized experience for users so that next time a user signs in, a new mixed and inspired catalog page will be on the homepage “just for you.” Dror stated that in a short summary, Bazaart is “very simple, so fast,” and “gives users the ability to engage with large content.”
Bazaart is in relation to FashInvest as their mentor is Karen Griffith Gryga, Chairman of FashInvest. Gryga is a director of Dreamit Ventures, a Startup Accelerator in New York City and Philadelphia.
The Bazaart Team
by Samara Freschman