September 15 2011
Billed as the “fashion insider’s eBay”, I-Ella is a website that allows members to sell, buy, borrow and lend designer fashion items while raising money for charity. “We think our business model is capable of raising $100,000 each year for good causes,” says Ella Gorgla, I-Ella’s founder and CEO.
A 10 per cent fee is added to every transaction, with 10 per cent of this benefiting charity. The company also hosts regular online events where celebrities donate high-end pieces for auction, with 75 per cent of the proceeds benefiting the charity of their choice (each month, I-Ella partners with three non-profits or social enterprises, allowing customers to choose where their money goes).
“One of our members – a keen collector of Judith Leiber – has raised over $3,000 for charity from her closet alone.” And this month, I-Ella is hosting a series of pop-up shopping events in New York, with London events scheduled later in the year.