Cyrine Allani Joaristi
Founder & CEO
Born in Madrid to a French mother and a Tunisian father, I spent 28 years in Paris and am a true Parisian at heart. My love of Fashion led me to work for Jacques Fath and Christian Dior Couture and my closet is spilling with gorgeous dresses and outfits that I have barely worn. I have always been the one my friends would borrow dresses from or ask to tag along while shopping for their wedding dresses.They trust me because I can spot THE item within seas of clothing racks and I would never tell them to buy something they don’t look absolutely fabulous in. But with time, my fashion buying habits shifted slightly. As Coco Chanel once said “Fashion goes out of Fashion”, so I tend to splurge on gorgeous timeless pieces and rent the strong seasonal ones.
Yes, I said rent.
When I was living in New York City, I was one of Rent the Runway first customers and I absolutely loved it: great choice, impeccable service and a guilt free experience.
But I didn’t want to create an other fashion rental website, no matter how good it would be. The inventory is right there, in my closet, in my friends’, in yours… Why buy more stuff than we need, over and over again. I realised that the thrill resided in wearing something for the first time, whether it was new, borrowed or vintage. The excitement came from the new experience, not the newness out the outfit. And I am a big vintage shopper myself: I have a soft spot for Yves Saint Laurent by Monsieur Saint Laurent dresses. And I try to convince my husband that they are so timeless that I will wear them forever, to sugar coat the price tag..
So this is how I came up with the idea of a pre-loved exclusive rental platform mixing both traditional and sharing economy. My friends love raiding my closet, there are women out there who share the same taste and size as me, so why not expand our sartorial options? Sharing is caring as they teach our children.
After all, we all suffer from the same Fashion paradigm: no matter the size of our closet, we always have Nothing-to-Wear.