Jutta Haaramo
Founder and CEO of Stylewhile

© Antti Verkasalo

Q: What would you do if you had more spare time?

A: I would spend more time outside in the Finnish archipelago.

Always keep your drive alive

I discovered online fashion shopping when I had my second child and found myself with a lot less time for many things, including shopping for clothes. But I soon noticed that the online shopping experience seemed to lack something: Why couldn’t I try on clothes online before buying? How could I know if the items I was interested in would work in an outfit?

I started to play with the idea of a simple try-on experience for online shoppers. I wanted to create a solution that wouldn’t require shipping products back and forth, as that would be both unfriendly for the environment and too slow for the fast-paced fashion industry. Therefore, the core of our solution has been to use existing photos from fashion brands.

Starting and running a company has required risk-taking, persistence and a great team. It has been an amazing learning opportunity, although I am often surprised at how much I still have to learn. My most valuable asset is my drive. I want to turn online shopping into a more interactive and creative experience.

Jutta Haaramo is the founder of Stylewhile, a Finland-based fashion tech company providing an online try-on experience. The company first launched an iPad app with Saks Fifth Avenue in 2013 and has since become the Styling Room provider for online fashion stores. Jutta studied international business, and prior to Stylewhile worked for an American games publisher, where she built and led global sales channels for digital content.


This article was published in ‘the Hundert Vol. 8 – Female Startup Founders Europe’, May 2016.