Philanthropy | For Goodness’ Sake

The website where designer fashion meets charity

How closet philanthropy is raising money for good causes

The website where designer fashion meets charity

September 15 2011
Lindsay Macpherson

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.