When Karla Welch and Clea O’Hana launched fashion styling app Wishi in 2019, the idea was to democratize the fashion styling experience, which is usually reserved for celebs.

“Karla’s dream was to bring styling to everyone,” O’Hana said, on the latest Glossy Podcast. “It’s a great partnership -- because I had the technology and the business idea, but I didn’t have the styling or the fashion part of it…[Together] we’re replicating the relationship that she has with her clients, online.” 

Welch has 20 years of experience as a stylist; her clients to date have included Justin Bieber, Tracee Ellis Ross and Karlie Kloss, among others. Meanwhile, O’Hana’s background is in business and finance, though she’s worked in merchandising for fashion companies including Net-a-Porter and Belstaff. 

In February, Wishi secured a partnership with Farfetch, granting the retailer's high-spend loyalty members access to Wishi’s styling services. (Typically, clients pay Wishi $40 to be styled in two looks and $90 for five looks -- stylists are not paid on commission.) Thus far, the partnership has revealed some interesting data points. For one, customers who take advantage of the service are returning fewer items. 

“When you're shopping for yourself, and you don't have the eye or the confidence, or you're not sure [about] the fit, you overbuy, and then you send things back,” said Welch. “It’s a huge waste environmentally, and it's really damaging to a lot of businesses.”

Wishi is getting the word out about its services via its Style Council of stylists, who promote their bookings. It also invests in digital marketing and Google search. “[However] people are looking for this service now; there's really a lot of demand,” said O’Hana. “We don't have any problem marketing it.”