Transparent shim
When I Shop Founders Suzanne Barker & Max Loddo
Transparent shim

What we stand for

Transparent shim
When I Shop is a discovery platform to help women find fashion brands and products based on brand attributes and radically transparent values.

Consumer-driven discovery is dead. Instead, complex algorithms tell us what we should buy. We're not okay with that.

How do we discover brands that lead with mission-driven values, quality manufacturing, and innovative design? It's not easy. That's why we started When I Shop to answer that question.

Traditional product-first e-commerce shopping platforms don't tell us the stories and values behind the brands. We want to know the backstory so we can buy better.

If you want to discover similar brands made in the USA, you can do that on When I Shop. If you want to refine your search for handbags that use recycled materials, you can do that too.

Use When I Shop to discover with intention, be informed, and shop with purpose.

Suzanne Barker & Max Loddo
Co-Founders
Transparent shim

Align with brands that support your values and your identity

Transparent shim
We designed When I Shop to help you learn more about the brands you already support and give you the tools to find new brands that align with what's important to you.

Here's how we categorize brands so you can discover what brands excel at, how they work, and where they manufacture.

Use the Refine button in the menu to explore the power of consumer-driven discovery.

Specialty

SPECIALTY
We tag brands with concentrated expertise. They may have expert craftsmanship working with materials like leather or denim or create products in specific niches like activewear or knitwear.

Specialty

MADE IN
Know where brands are making their product. We advocate full transparency around the country of manufacture so consumers can make informed purchasing decisions.

Specialty

STYLE
We help consumers find brands that align with their style and the occasion they are buying for. Navigate across the brand directory by honing in on statement style dresses or casual style for weekend lounging.

Transparent shim

Specialty

BODY FIT
It's always a challenge to find brands that support and celebrate your shape. We make it easy to find brands that are size-inclusive by tagging them with plus-size, petite, and maternity.

Specialty

LUXURY
Price point is everything when making a purchase. We help consumers navigate relevant brands by tagging exclusive designers with the luxury label.

Specialty

CONSTRUCTION
We highlight brands working towards more sustainable and ethical manufacturing. We tag brands using recycled materials and those supporting talented artisans with handmade skills.


Transparent shim

Let's connect

Transparent shim
We welcome you to get in touch with us. We look forward to reading your feedback. If you think we'd be a good fit to collaborate, we want to hear more.

Please email me, Suzanne, When I Shop’s co-founder, at suzanne@whenishop.com.
Transparent shim

Our address

Transparent shim
PO Box 11590
Ellerslie
Auckland 1542
New Zealand