About Keaton Row


Kayak.com brought travel agents online; Match.com paved the way for online dating. Keaton Row is the first company to bring the one on one relationship between a stylist and a client 100% online. Our online platform allows women anywhere in the country to work with qualified stylists vetted by our team, making personal styling relevant and accessible for the modern woman.

E-commerce has provided the convenience of shopping from home, but with that comes an overwhelming amount of options. Keaton Row offers a curated online shopping experience. Our Stylists understand that fashion is emotional, subjective, and totally personal to each woman. They utilize social media to sell within their networks and conduct all of their business online.

Lookbook Preview

The Vision
In the short term, Keaton Row is democratizing fashion through technology, making the luxury of a personal stylist accessible to every woman. The ultimate vision is for Keaton Row to create the future of personal styling and shopping in every vertical. The concept of online personal styling and shopping reaches beyond fashion into lifestyle, home goods, travel, and more. Building a team as passionate as we are entrepreneurial, Keaton Row’s potential is yet immeasurable.

Our Partners
Shopbop Nordstrom Les Nouvelles

… and many more to come

The Business Model
Every item in the Keaton Row catalog is hand-selected by our Style Editor. Every look created by a Stylist or purchased by a client comes from a brand we approve. This business model provides thousands of labels an outsourced sales force and high quality customer base. Our retail partners (ShopBop, Nordstrom, Piperlime, and BaubleBar) are able to market and sell products, paying a commission for items sold. Keaton Row holds no inventory; customer orders are filled directly through each retailer.

The Co-Founders: Cheryl Han and Elenor Mak The Co-Founders: Cheryl Han and Elenor Mak
We studied at Harvard Business School, and bonded over our love of fashion. We’d both dreamed about starting our own companies, and our conversations eventually homed in on the need busy women have for an efficient, but still personal, shopping experience. After Cheryl spent several years managing e-commerce at L’Oreal and Clarins USA, and Elenor cut her teeth as National Sales Director at Avon, we finally made the jump to bring our vision to life.

(One of our co-founders hails from Alamo, California; the other, from Brooklyn, NY. Their guilty pleasures include Breaking Bad and soft-serve ice cream with gummy bears and French fries. Whose is whose, we’ll leave to the imagination.)

Advisory Board
Keaton Row is guided by an advisory board boasting industry power players and business veterans including Jeffry Aronsson, CEO of Ralph Rucci (former CEO of DKNY, Marc Jacobs, Oscar de la Renta), Eric Hoffert, Chief Architect at Spotify (former CEO and Co-Founder of ShareMethods, LLC) Charlie Orr, Executive Director at Direct Selling Education Foundation (former CEO of Shaklee), and Sasha Novakovich, Startup Advisor and Investor (former Harvard Business School Entrepreneur-in-Residence).