Our Story
The What was created by Gina Pell + Amy Parker. It started as a weekly newsletter and has since grown into active an active, private community of 20,000+ women and a subscriber base of 80,000 Perennial readers from around the globe. We’ve spent more than a decade researching and evangelizing our discoveries for Splendora (1999-2011) so at this point it’s a reflex. We are both natural curators and enthusiasts who are curious and eager to share our discoveries--what works, what’s good, what’s worth the time and money. While we vet everything on The What List together, Gina gravitates towards art, culture, and literature and Amy unearths the best in food, health, beauty, and lifestyle. Whenever we survey our audience, the data shows a high percentage of reader trust and purchase behavior based on their picks. But for us it’s not about authority … it’s about sharing things we love and helping women live a better life.
Our process involves combing through dozens of websites, magazines, trade pubs, product shows, and other source material. We also go on weekly boutique and restaurant crawls to stay current on what’s out there. Some of our best tips come from savvy friends and fellow editors–which we then test-drive ourselves for quality assurance. We also receive great tips from readers. The real challenge is in the editing. We spend more time editing down The What List than we do trying to build it.
Every person we feature is someone we admire and who exhibits grit, wit, talent, drive, sparkle, passion, and compassion. We were tired of reading celebrity-driven stories and thought it would be a breath of fresh air to feature real, everyday people who march to the beat of their own drum and who are fun to hang out with.
The What is our third venture together. We are business partners who just can’t quit each other. And while our first company was a multi-pronged publishing entity, this time around we want to produce one simple product: an email newsletter of What’s worth your time and money–whether it’s a good bottle of wine, a great book, a cool gadget, or a good laugh. And then, create a loving community around that product. So far so good but we could always use more intelligent, generous readers so please add friends who fit that bill.
When we launched The What we were adamant that we would focus on creating strong content and craft sponsorship opportunities that feel collaborative to your reader experience–not disruptive or annoying. Another way we make money is through affiliate revenue. Only after we find something great, we will check if there’s an affiliate program attached, but never the other way around.
We still believe what we believed back in 1999: make something good for yourself and others will want some too.
Comments
My fellow people with knockers! Any homebound-friendly lounge-about bras you love and recommend? Ideally with some separation and support? No bread-loafing, no four-boobing, no creepy rolling up from the bottom!
My super talented head of sales & marketing friend is seeking a new opportunity.
Is anyone—or does anyone know—a top notch resume preparer?
Ideally I’m looking for someone who would do a phone interview rather than requiring a bunch of forms to be filled out so she doesn’t have to take time from either her crazy work schedule and or time with her kids to accomplish this.
Hello Beautiful People of The What Travel! My family and I are taking a personal trip to India end of the year for a big wedding in Bangalore. We are front loading a few extra days for safari in Kabini. I am trying to decide between Redearth, Serai Kabini. Evolve Back or Bison. Anyone here been to any/all and have thoughts? Thank you!
I see lots air travel suitcase and carry on tips, but what about road trips and hotel stays. I’ll be spending more time driving from SF to SoCal with my two teenage sons, in order to visit grandparents for 1-2 weeks and want to get a better system for packing and “slepphing” and unpacking all of our stuff from the car to hotels and Airbnb’s. Duffel bags feel messy and often get dragged down hotel hallways, hard suitcases are tuff with no elevator... in the end we wind up with way too many bags and feel like we exploded each time we unload and get set up. Any tried and true tips here?
Ladies, I am looking for recommendation for the great personal fitness app that has great workouts, music, video's etc. Like having a personal trainer in my pocket. Thank you!
Thank you, Gina Pell, co-founder of The What, for the naming the ageless mindset- this is what I want to be. Perennial.
Are there any political investigative journalists in the house who would like a well-sourced, hot scoop?
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