Our Story

Confidants Moodboard

Hey hey, Confidants founder Fenny here, nice to meet you!

With all the noise in our digital world, I craved a place to discover new brands that shared my values and fit my lifestyle.

That’s why I built Confidants from the ground up to be a trustworthy destination for women to shop, and a place for inspiring new brands—especially ones led by women—to reach more people without big ad budgets or pinning their hopes on algorithms.

Best of all, when you see something on Confidants, you know it’s a high-quality product from a brand committed to moving people and the planet in the right direction.

And if there’s something you can’t find that you think should be on Confidants, let's chat because I’d love to help you find it.

To get the full story of how I started Confidants, keep reading, and if you want to get into the nitty gritty of what we do, you can also learn more about how we curate our products and why we're here


XO, Fenny

PS I write a newsletter 1-2x per week as a way to share our latest discoveries- from brands and products to podcasts, music, drinks, designers, and rad folks on our radar. Sign up below >>

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