Allume Raises $3M in Funding

Allume, a Menlo Park, CA-based on-demand personal shopping service, raised $3m in funding.

True Ventures made the investment.

The company intends to use the funds to launch and continue to develop its service.

Founded by Mauria Finley, Allume provides an on-demand personal shopping service that uses data to match women with expert stylists with similar tastes who help them find clothing and accessories that fit their body, budget and style. Stylists creates a virtual Lookbook to share with the client via text and email. The client is free to purchase what she likes, and the items ship directly from the retailer.

Finley is an e-commerce veteran whose last startup, Citrus Lane, a subscription service for young families, was acquired by



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