"Confidants adds value by helping fans find emerging brands that align with their personal values, empowering them to invest in products that are more authentic to who they are."

Confidants gets some love from San Francisco Chronicle featuring Luvhaus mugs as a great gift for cozy vibes.

"Because discovery is at the core of what we do, we can throw some pretty awesome events and pop ups. Seeing products in person is always inspiring, and with our brands, we’re aiming to help you express yourself and feel empowered to explore new styles, rituals, hobbies, etc. Besides moving product, we also want to bring people together."

Get a taste of the founders life, vision, and inspiration for Confidants in conversation with Red Rainey. Red & Lauren have lively, candid chat about business, adventures, building community, and the story behind Confidants.

“There are a ton of people in the market – the Goops of the world – curating really great, high-quality, super expensive products that are so aspirational you can’t attain them,” says Fennema. “I want to take that concept to every day women with products that you can actually afford to incorporate into your lifestyle."