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40 of Tomorrow: Brooklyn Decker and Whitney Casey of Finery

When former CNN journalist Whitney Casey and model-actress Brooklyn Decker founded Finery in April 2017, they flipped the traditional retail pyramid on its head. “Brook and I always had this philosophy that to actually appeal to a woman you shouldn’t sell her anything, but should know everything about her,” said Casey. “Most retail is built on product, then experiences around it, then trying to learn about women after the fact by adding data. We said, ‘Let’s start with data and knowledge and build an experience to maximize time on-site, then at the end we can sell her something.'” Brooklyn Decker and Whitney Casey of Finery.  Courtesy image Said Decker, “Tech companies talk about data, data, data. But they are not using it to help you. We are hyper-protective of our data, so if you are giving it to us, we better be giving you utilities in return.” Finery’s features include return notifications for online purchases and AI-aided styling based on the items in a user’s closet. Casey and Decker said the number-one thing they ask themselves when creating products and features is, “Does it help our user?” “Our ethos is to hire the best talent, and if you can hire the best talent that is a

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