With the goal of empowering women through the wallet power of female shoppers, Massachusetts-based e-commerce website Dough was launched this week. The site, built in stealth, benefits women-owned businesses by offering a convenient place for them to connect with shoppers and ‘wallet feminists’.
Founders Vanessa Bruce and Anna Palmer saw the power behind female shoppers upon learning about consumer surveys identifying women as having influence on 80% of consumer spending. The site’s subscription service benefits members by offering exclusive pricing, products, and features on the website.
“Anna and I were inspired to build a movement of women supporting women with their wallets,” said Bruce. “Rather than wait more than 100 years for change to trickle down from the top — which is how long it would take at the current pace — we created Dough to make equity happen from the bottom up.”
The site has investors interested, with a seed round led by Able Partners and Flybridge Capital raising a total of $1.4 million. The service offers first-time subscribers a starter kit of personally-curated products from women-owned businesses valued at over $120. The site adds new features and brands weekly, providing new opportunities for subscribers and female-owned companies.
Co-founder Anna Palmer said that if every consumer in the U.S. spent only $20 at a business owned by women, it would add up to over $5 billion towards these companies every month. Dough’s mission, she said, is to provide shoppers with an easy and fun way to use their wallet’s power to help women.