Personalized service isn't a new concept, but will continue to evolve as we adopt better techniques.

Five years ago, I lived in a house with three women, all of whom were addicted to online shopping. Curiously, they all shopped at the same sites, despite having radically different styles. It worked because these sites had a broad range of products there was something for everyone but unfortunately that made it hard for each of them to find the items they loved.

As a result of watching their frustration, my partner and I set up Lyst, a site that creates personalized shopping experiences for our each of our users, drawing from an aggregated inventory of the best fashion online. It’s based on the premise that shopping is better when it’s made just for you.

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