Why your teen loves Wanelo

  @FortuneMagazine May 29, 2013: 1:06 PM ET
TEC10 wanelo deena varshavskaya

Deena Varshavskaya holds an item she found on Wanelo.


Deena Varshavskaya struggles to contain her excitement as she talks about her Squishable, a stuffed-fox key chain attached to her purse. "I mean, he is so cute!" she coos. "But it's the quality," she adds gravely. "So well made." Naturally, Varshavskaya, 33, stumbled upon the quirky accessory while browsing Wanelo, the online-shopping platform she founded in 2010.

Wanelo -- a compression of "Want, Need, Love" -- is a social network for online-shopping addicts, combining the hallmarks of Pinterest and Twitter. Here's how it works: Users upload images of products they want (or need or love). Members can follow other users or brands and cultivate their favorite items by "saving" a picture -- Wanelo's version of "pinning." Each image has a "buy" button that leads to a page on, say, J.Crew.com or trendy e-tailer NastyGal.com, where the item can be easily purchased.

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