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Women who work at Joyus never have to go home for an outfit do-over. All of the teams at the San Francisco-based online shopping site —business, creative, shipping, etc.— work out of the company's headquarters in the Mission. If a staffer gets a mid-day invite to a dinner or spills coffee on her dress, she just heads down to the warehouse to shop for a new outfit. And if she wants a second opinion, she can just ask one of the stylists in the office. If only every job came with the same perks...
Founder and CEO Sukhinder Singh Cassidy started the company because she believed that video would be the next big thing in online shopping. She dreamed of a site where fashion, beauty, and wellness experts would explain to shoppers how to wear the latest lipstick color or tricky fashion trend. That dream yielded a chic, yet accessible, reality. And while Joyus is known for its friendly expert tutorials, we discovered that the behind-the-scenes employees are just as stylish as the on-air hosts. (That warehouse full of the latest clothes and accessories can't hurt, right?) We decided to turn our camera on Joyus's off-camera staffers to learn more about their style and shopping habits.
Sukhinder Singh Cassidy, CEO/Founder, wearing a Black Swan dress, Treisi druzy ring, druzy necklace by Vanessa Mooney, and Vince Camuto boots.
Your closet is on fire! What three items do you save from the flames?
“Prada patent booties in nude, (I found them once but have never seen them again - so I can’t lose these), my mothers box (filled with the memories from my kids including their first booties, wristband from the hospital, cards and art), and a YSL vintage star necklace, (one of a kind statement piece that I couldn’t bear to lose).”
What fashion rule do you shamelessly break?
“I wear things much ‘younger’ than my age. I’ve been known to throw the 24 year old’s fast fashion item from Topshop onto my 44 year old body.”
What’s an item that you spent a lot of money on that you regret buying?
“A ridiculously expensive vintage handbag from a designer that I never use because the silhouette is totally impractical for carrying anything important, like my laptop. It’s gorgeous, but I’ve not used it once!”
Who is your style icon?
“All the Kates (Beckinsale, Blanchett, Middleton, Hudson). They are all structured, feminine, classic with some level of edge in their style.”