Wanelo was founded in 2010 by Deena Varshavskaya, who was really frustrated with the traditional mall experience and wanted to see what products and stores her friends liked. She realized that shopping was extremely fragmented and primitive and decided to build a social platform to reorganize all shopping around people.

Deena bootstrapped Wanelo for two years until it finally saw its first users. She then moved to San Francisco, raised funding and built a team. Today, millions of people use Wanelo to find and buy products they want, need, and love.