With Condiment, StyleDiary Founder Patricia Handschiegel Combines Lifestyle Content And Commerce


TechCrunch

Patricia Handschiegel, who founded fashion media company StyleDiary (and eventually sold it to StyleHive) is back with a new startup bringing together lifestyle content and commerce.

Handschiegel says she’s been interested in that combination since her time at StyleDiary, but thanks to the acquisition, she didn’t really pursue it. Nowadays you hear a lot more about bringing content and commerce together, but Handschiegel says that for the most part, it an area being tackled by e-commerce companies who start posting articles or other kinds of content featuring their products. With her new site Condiment, she’s taking the opposite approach, focusing on content first and then building the store.

Condiment had a quiet launch in January. Handschiegel says she’s trying to create a digital magazine focused on “life’s little extras” (hence the name, which she credits to Laurie Percival). For example, this week’s issue includes a spread of…

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