something that is going to give you your time back. that, to me, was huge. to really invest in something and build on something could change the way women are interacting their stuff. >> finery is free as they try to build up users. their goal is to have the company become every woman's perfect fashion accessory. >> if you look at the entire business model, we want to own the space. closing the retail loop. if you start, you want to see what you have and get smart recommendations and fill your wardrobe gaps. when women of thinking about getting dressed or ready for the date night, finery is the first place they go. we are in the middle of our second season of our podcast, been there, built that. this week, i'm talking to jessica heron, founder and ceo of stella and dot brands.