Does the word 'stylesmith' mean anything to you? I'm guessing probably not. But you may know what a 'smith' is - like a blacksmith or a gunsmith. Well, two female entrepreneurs are putting a spin on the word and focusing in on the stylist experience when it comes to online shopping. They're basically your modern day go-to shoppers, who help you figure out which body type you are and then do the shopping for you by hunting down the latest styles and trends to suit your shape. Their partnership formed after working together in Advertising and recognizing that there was a hole in the marketplace when it came to the online shopping experience. The problem was blogs and e-boutiques weren't helping people make better choices. As they see it, they were just offering too many choices. Rena and I talk about how the concept for Smithery came to life; the struggles they've faced along the way; the secrets to making a partnership work; what it's really like in the first year of business and how it can seem glamorous on the outside; their strategy to growing the brand; why they use real life women as models and where they see themselves in the next five years. It's a great interview if you want to know what it takes to start and sustain an online store, what you need to do before launching and how to build community around your business. Plus so much more!