Maxine Bédat and Soraya DarabiI first met Soraya Darabi and Maxine Bédat earlier this summer, when they invited me out to tea at Friend of a Farmer. They wanted to talk about their new ethical shopping site. I agreed, thinking it would be along the lines of gorgeous but small-scale boutiques such as Beklina. Cute. Earnest. Perfectly nice.

About 10 minutes after I sat down with them and their PR lady, however, I realized that this was going to be something much bigger. The first tip off was their impeccable style, a refined, editor-meets-weekend brunch-meets-entrepreneur aesthetic you would never expect to find from the owner of an eco-friendly fashion boutique. The second tip-off was the casual mention of Darabi being on the cover of Fast Company.

Wait. Whut?

I was coming to the realization a quick Google search could have told me. Zady, the online shopping destination for ethical wares that launched this week, is going to be big.

Darabi brings the tech chops, having worked in digital at New York Times and Condé Nast. Oh yeah, she also co-founded Foodspotting. Bédat brings the passion for ethically-made wares, having worked in International Development in a glamorous really taxing and impressive position with the Rwandan Criminal Tribunal.

I suppose you could read up on Zady at Time,, Ecouterre, Tech Crunch, CNN, or New Yorker. But really, I would prefer you read my interview with them at You’ll realize that this website is helmed by two passionate, smart and knowledgeable women eager to change the (fashion) world.

Read it here.