This site has limited support for your browser. We recommend switching to Edge, Chrome, Safari, or Firefox.

How we curate

How we curate, what we look for


How we scout and curate brands 


1. We listen to you


We're here to co-create this space with you. As a Confidant fan, you are front and center of our scouting process. We want to adapt and evolve, growing our ecosystem of brand partnerships with you at the heart of it all.


As long time merchants, we're obsessed with brand-discovery. Helping you discover and shop crave-worthy products from independent brands is our passion. We're most interested in what you're craving, so drop us a line or DM.


2. Style 


We first ask, does this match or elevate your lifestyle? Would you wear it or suggest it to a friend? Does this piece earn a spot in regular rotation or add a pop of confidence for that date night, interview, vacation, creative project, etc.


And because we're more like a friend than robot, we throw in some surprises you didn't know to ask for. 


3. Quality


We've all been hooked by that instagram ad, only to receive something that totally bums us out. Not here.


We're here to ask, "is this legit?" then take it one step further. Part of our process is looking at materials, ingredients, color matching, sizing, and fit. After years in retail buying, working with hundreds of brands, our radar is laser focused on quality. 


Lastly, as always, we love having conversations about your expectations. If you have any questions or feedback about the quality of products you find on Confidants, drop us an email or chat.  


4. Brand story, ethos, overall vibe


We love independent brands for their style and quality, but even better, they often have memorable stories. They exist to channel inspiration, solve problems, innovate on materials, or showcase talent from artisans around the world. 


The brands we love most have a splash of joie de vivre and it's our absolute delight to share our discoveries with you. 


Because we're personally passionate about making this world a more inclusive, sustainable, empowering, and diverse place, we work with brands who do too. 


As of 2021,

  • 80% of our brands are women-led
  • 25% are BIPOC owned or led
  • All are ethically made
  • Most are sustainably-minded


Like all globally-connected industries, transforming retail into a more equitable, people + planet friendly sector is super duper complex. But we're starting somewhere by focusing on independent brands and slow(er) fashion, using our values as a guiding light for how we curate.


5. We're passionate af


Confidants is a way to channel our passion for exploring self-discovery, style, and storytelling while finding ways to connect with more people.


Our connection to independent brands and creators runs deep. We've been brand-discovery obsessed curators for a decade and our dream is to harness our 10+ years in retail merchandising and design to help you discover the products, stories, and inspiration that are often lost in today's amazon-ified world. 


Are you craving more discovery, soul, and connection in ecommerce? Us too. This world is brimming with generous and electric creative energy. It takes our breath away. It fires us up. It's why we're here.⁠⁠ We want to share it and have a damn good time styling, inspiring, and making friends while we're at it. 

Use coupon code WELCOME10 for 10% off your first order.


No more products available for purchase