While working as a trader at Citi, Jessie Zeng moonlighted as a fashion blogger and quickly learned from scrolling through Instagram that women often clamored to buy the outfits worn by celebrities like Kate Middleton and Kylie Jenner. In 2017, she launched Choosy, an on-demand fashion company. Instead of looking to the runway for inspiration, Choosy scans social posts to spot the hottest looks and then makes 20 to 25 new pieces a month. “Millions of women around the world are expressing their buying intent,” says Zeng, 27, cofounder and CEO. “It became very obvious to me there was a huge opportunity in marrying supply and demand.”
To avoid being stuck with excess inventory when something flops, Zeng uses Chinese factories that can make as few as 80 units. Hits are restocked fast. Choosy projects $15 million in sales in 2020 and has raised over $10 million in funding from Forerunner Ventures, New Enterprise Associates and others. She launched the company with two fellow Citi colleagues, including Mo Zhou, 27, who serves as chief operating officer, and Sharon Qian, who left the company earlier this year to focus on a Ph.D. in applied mathematics at Harvard.
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