Ella d’Amato is co-founder and CEO of social shopping start-up i love it, a business that has already closed circa £3m of funding. She has also worked on the funder side, at True – a private equity company and VC firm.Prior to that, she was interim CEO at Notonthehighstreet.com, where she oversaw its acquisition by Great Hill Partners.
What are the biggest challenges and opportunities for women in your sector of the digital industry today?
While media, retail and tech are very much male-dominated, I have been incredibly lucky to work with some amazing people throughout my career, many of which were super inspiring women. I believe in women supporting women, as much as I believe in giving opportunities whatever a person’s background, race, gender or beliefs.
Fundraising as a woman is super challenging – only 2% of VC money goes to women founders, so that instantly puts me at a disadvantage when out raising money. But I see this as more than just an obstacle to overcome – it’s an opportunity. Female-led startups often address broader underlooked market needs. As more people recognise that investing in women isn’t just about diversity, it’s about backing some of the most untapped markets and innovative ideas, the more everyone benefits.
It was tough last year but I didn’t let that stop us. We raised £3m in January, and we are out raising again now, and I honestly think i love it is such a fantastic opportunity for an investor, so it’s a pleasure to be out there hearing all the positivity around the business.
What does the industry need to do to better champion women?
I do believe there are greater opportunities for women in tech now. Much of which has come as more and more companies appreciate the need to diversify their teams, and the positive impact that has on business results overall.
But there is always more we can do to support and encourage more women to step into these roles. If you are hiring a manager, simply insist on having an equal split of candidates to invite for interviews, as a minimum. And if you know a woman that is great, sing her praises to people you meet. Similarly, if you see potential in a girl or young women support her by helping her get some work experience in tech or by introducing her to other women in tech.
And lastly, to those women thinking, should I step into these roles, I would encourage you to be the role model you wished you had and do it. To you, my advice is always centred on creating the best support system around you. I couldn’t do what I do without my amazing husband, friends and family. I have also found that my children are happy if I am happy.
What is the biggest misconception about women and by women in the digital industry?
The biggest misconception is that you have to be aggressive to be a leader. Much of the industry has a very narrow definition of what a tech leader looks like. I value empathy and humbleness – and that can sadly be mistaken for a lack of confidence in the investor world, so I have been working on how I stay true to myself, whilst doing justice to the amazing opportunity I believe I love it will bring us all for years to come.
What is your biggest achievement in digital to date?
Building the i love it app is absolutely a big achievement. With the app, anyone can store the things that they love, share them with their friends, family or followers, and every time someone goes on to buy from their recommendation, they are rewarded.
Sharing and giving recommendations is something that happens naturally every day between friends, passion and community groups. If I’m going travelling, I phone my friend Leanne. If I want any hair advice, I phone my sister Tara. Then I’ve got my besties group where I might ask for recommendations on leggings that don’t fall down, and my netball group if I need new trainers. That kind of communication and sharing happens all the time. We just felt it was time for a platform that harnessed that and enabled the people that generate the value to be rewarded for it too.
The natural output of i love it, is that the brands and products that will do best on the app – the ones we are getting the most excitement from already – are the brands that people genuinely love and believe in. Similarly, the sharers that will benefit most, irrespective of their follower size, will be the ones that shoppers come to trust, because the products that arrive, live up to the recommendations behind them.
We believe that the combination of genuine, heartfelt recommendations and an AI approach focused on customer satisfaction – as opposed to sales alone – is what will set us apart from anyone else in the market.
In short, i love it is a people-powered shopping platform where you can shop, share and earn from the things you genuinely love. I am proud of that.
