Diana Labs Offers On-Demand Personal Shoppers

Diana Labs, a personal shopping marketplace that connects buyers with professional gift shoppers and interior designers, launches publicly this week. The startup aims to take the hassle and exhaustion out of scouring for thoughtful gifts and individual home pieces by connecting customers to expert personal shoppers who can recommend hand-picked options.

Here is how it works: Customers start by submitting a “hunt request,” specifying the type of item sought and providing relevant context. Each customer is then assigned an expert personal shopper who will offer three to five personalized picks. Customers can choose either to buy directly from retailers or to use Diana’s proprietary buying service, which provides access to items typically not available to the general market.

Diana Labs charges a one-time, per-item fee for each “hunt request.” Pricing for smaller gifts starts at $14.99, but it varies depending on the item. For home decor objects such as furniture, bedding or rugs, fees start at $34.99 and cap out at $199.99 for purchases of $5,000 and up.  

Diana Labs Logo | Credit: askdiana.com

Diana Labs was founded by Gene Cook and Brooke Segaran, Stanford MBAs and former colleagues at eBay. Cook had over a decade of executive experience at eBay, where he was most recently in charge of the e-retailer’s emerging verticals focused on fine collectibles, art pieces and precious metals. Cook’s LinkedIn account maintains that he was instrumental in launching eBay’s Live Auctions marketplace and striking a partnership with premier auctioneer Sotheby’s, bringing traditional auctions to everyday shoppers.

The company’s advisors include Chris Tsakalakis, Entrepreneur-In-Residence at Benchmark Capital, and Elizabeth Arnsdorf Patterson, Chief Talent Officer at Wildcat Venture Partners and Mohr Davidow Ventures.