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We Love // Curate :: Meet New Zealand's newest shopping experience

Over the past year one of my friends Nicky Walsh and her brother have been working on a pretty exciting new way for New Zealander's to shop.From my own experience of finding great items online and then the resulting frustration of not being able to see them all in one place meant that I was relieved to find someone had come to fill that gap.
Curate is a social shopping site for New Zealander's to save products found from online shops around the web and share them with the online community. On signup, members are encouraged to select a few of their interests and follow stores and people whose tastes they admire. The result is a personalised feed of products from sources curated by the user, making it easy to browse and discover new products of interest.  The feed is at the forefront of the user experience, but while the minimal and highly visual interface might resemble the look of the popular website Pinterest, Curate is fundamentally oriented toward products rather than aspirational photos. 
When a new item is saved to Curate, a product page is created which includes the available product details and a link back to the original retailers’ website where it can be purchased.  Products can be saved from any online store, but in an attempt to keep the site relevant locally, it’s only available to users in New Zealand. 
1. Tell me a bit about how Curate came about?

The idea was borne out of a frustration with the existing online shopping experience. It’s time consuming to shop around online, visiting lots of different websites to find inspiration and products. We thought it would be great if you could curate your own version of a mall online by following friends, stylists, bloggers, brands and stores that interest you to get a never-ending feed of products entirely relevant to you. Where anyone from a felt seller to a big retail brand could reach a wide audience of shoppers, effectively democratising the notion of commerce. 

2. What inspired you to start Curate

We always said that one day we’d go into business together and we were both really passionate about the idea for Curate, so we thought we'd give it a go. We worked on a prototype in our evenings and weekends - something we could use to test amongst friends. It quickly grew into something much larger, feeding off the amazing feedback and encouragement we received from friends and family. Since then we’ve never really looked back.   

3. What skills do you think have been fundamental for both yourself and Sam in getting Curate off the ground?

We’re lucky to have very complimentary skills. Sam has a strong web development background and my background is in brand, strategy and designing user experiences for mobile, web and software. We’re both really driven and willing to put in the hard-yards to create the best possible product. 

4. What are you working on at the moment?

There are so many exciting features in the works that we can’t wait to share. At the moment we’re really focussed on creating something that’s just as useful for stores as it is for our users, so we're building ways for stores to increase traffic to their website through our platform. Store owners can find out more information about this and register here.  

5. Where do you see Curate 5 years from now?

There are so many different ways Curate could grow and some exciting new technologies on the horizon. We see Curate getting smarter and more helpful for shoppers and retailers alike. We see Curate being the place where people come to be inspired, discover products and buy anything online. 

6. What business models have you guys based your business upon?

Curate is all about products, which are inherently monetisable, so there are lots of things we can do with it, right?  We’re not big into banners on the site, so the advertising will be native - promoted products and the like - ad formats are integrated into the user experience and not distracting. 

7. What has the response been like so far with Curate?

We’ve had an overwhelming number of invite requests over the past few weeks and are granting users early access when they convince three friends to sign up. Our users have added thousands of products from over 250 stores and that number is growing by the day. We’ve also had a lot of interested retailers wanting to be featured on the site. Overall the response has been really promising. 

8. If you could describe Curate in 3 words - what would they be?

Social, simple, useful.    

If you want early access to check out this exciting new way to shop,  C U R ∆ T Ɛ
You can gain early access to their pre-launch version by sharing your unique link with your friends and convincing three people to sign up. You can keep track of how many friends have signed up by re-visiting

Connect & Follow 


Enjoy and head on over!
Sarah  xx