Before ToVieFor’s Corpse Is Cold, TechStars Alum Melanie Moore Launches New Fashion Startup


TechStars New York alum and co-founder of the high-flying-for-a-while-but-now-defunct ToVieFor Melanie Moore didn’t mourn for long. ToVieFor closed up shop just months after it graduated from the local TechStars incubator–Ms. Moore penned a long and thoughtful post-mortem with her reflections on the fashion industry. “No regrets,” she told Betabeat.

Apparently. “Hurricane Melanie” has already launched into her next project, another fashion startup with Girl Develop It co-founder Sara J. Chipps. “We got our first customer (and she bought the largest subscription option)!” Ms. Moore wrote in an email to Betabeat. “We have only sent the site out to about 20 people, so that’s a great conversion rate. Very exciting.”

Indeed. The new startup, Elizabeth & Clarke, is a subscription-based delivery service for “women’s basics” like “designer-quality white shirts, delivered to your door each season, for under $30.”

That’s the business? Every three months, you get a box of white shirts? Read More

Real TechStars of New York City

Tech & Fashion: Really? Can’t We All Just Fucking Get Along?

TVF Post-Mortem Pic

This is a guest post from “Hurricane Melanie” Moore, co-founder of Elizabeth & Clarke, a stealth fashion/tech startup in New York. This is a post-mortem on Ms. Moore’s first startup, the high fashion deal site ToVieFor, which was part of the first TechStars class in New York.

As you all know by now, the grim reaper has paid ToVieFor a visit. Sad face. I want to talk a little about the root cause of the closure, in the hopes that others who might be starting a new business do not make the same mistake. Also, some broader industry thoughts below–as I’m sure no one wants to hear me keep yapping about my failed startup for weeks on end.

Wither ToVieFor

The reason ToVieFor failed is the same reason almost all businesses fail: we did not build something that people wanted. I know it sounds like a *facepalm* moment, but following the steps of the Lean Startup method in order to discover what people want is so easily said, but so hard to actually do. Read More

shameless rumormongering

Rumors & Acquisitions: The Sleepy-Eyed Leading the Blind


E-COMMERCE COMPANY MOVES IN ON CONCRETE JUNGLE. Amazon is building a new team in New York, Betabeat is hearing. Details are vague, but recruiters are reaching out to developers via emails with spelling mistakes.

No, wait! Didn’t Jeff Bezos invest in someone local recently? Someone, someone, who was it? Ohhh, now we remember: Mr. Bezos deigned to gave the local startup scene a boost in the form of a check to General Assembly. Standing on the shoulders of giants!

THE NEW BLACK. We recently wrote that TechStars alum Melanie Moore has officially shuttered her fashion startup ToVieFor for pastures unknown. Last we heard, she was considering two opportunities and would decide in the next few months. Ms. Moore has quietly updated her website, however. “I run an awesome fashion / tech startup called Elizabeth & Clarke in New York City. Though, you might know me from my first company, ToVieFor.” Read More