Fashion at your fingertips. EyeFitU, the personal sizing, shopping and discovery app is revolutionising the way that we shop and allowing us to explore our style in ways that have never been done before. We spoke with CEO Isabelle Ohnemus to find out exactly how she got here.
Sum up yourself & your job in 2 sentences?
I’m Isabelle Ohnemus, CEO of fashion-sizing platform EyeFitU. After more than ten years in investment banking and my knowledge in ecommerce and mobile, I decided to turned my passion for fashion into a concrete solution for both consumers and retailers.
What was the inspiration behind it?
Like most shoppers, I was frustrated by the non-uniformed, complicated sizes and consequently the lengthy returns processes. I wanted to find a solution to deal with non-universal sizing. The vision for the EyeFitU platform came easily: a unique way of offering shoppers a platform that saves their time by bringing well-known brands and stores into one place and displaying only items that will come in their own size, as well being able to discover hot new trends. The idea is of having one single app to shop across a diverse amount of stores allowing consumers to shop globally and locally in total confidence regarding which size is their own. Today’s consumer is happy to mix and match with brands, whilst looking for the best deal. That’s exactly what we have developed.
What has been the best piece of advice you’ve been given?
Knowledge is power, never stop learning. Also: do not take every criticism personally.
What piece of advice would you give to others wanting to follow in your footsteps?
Be passionate, pursue your dreams and never give up on your ideas. Every day is a school day so make the most of it by maintaining a certain level of curiosity! And work, work, work.
You’re a new addition to a crayon box, what colour would you be and why?
I would be red because to me it symbolises energy, passion, and work.
What was the last gift you gave someone?
An underwater camera.
What inspires you?
Overall, Art in all its forms and the nature. In my work, the everyday shopping experience. As a consumer and fashionista, I struggle finding my size in different brands. That’s why I decided to create EyeFitU: I wanted a simple and personalised solution to start enjoying shopping again.
In my everyday life, my inspirations are strong, dedicated and talented women. For example, Marie Curie is a true hero to me. She is the first woman to win a Nobel Prize, I admire her for the endless courage in constant pursuit of learning, discovering, testing and applying her research in, what was, a male-only scientific industry.
What is the difference between right and wrong?
To answer this question, I will use a quote from one of the most famous psychiatrist, Carl Jung: “The pendulum of the mind alternates between sense and nonsense, not between right and wrong”.
When have you been most satisfied with your life?
Giving birth to my daughters of course comes first, followed by giving back through multiple charities I am involved with.
If there was one thing you could say to you 5 year old self, what would it be?
Be humble and prepare yourself for a long journey that will push you to be always better!
Tell us in 3 words, how you got to where you are today?
Education, curiosity and, motivation