The Yes

The platform operated in the women's fashion e-commerce market, serving consumers by partnering with a wide range of brands, from high-end labels like Prada and Bottega Veneta to more accessible ones like Levi's and Everlane. The business model was based on a drop-shipping method, which allowed The Yes to offer a brand's full digital catalog without holding inventory, thus providing a new distribution channel for brands. Revenue was likely generated through commissions on sales made through the platform. The core of its service was an algorithm that learned a user's individual style preferences through a simple "yes" or "no" voting system on various items. This continuous feedback loop allowed the platform to refine its recommendations in real-time, creating a dynamic and individualized home feed for each shopper. The technology also utilized an extensive fashion taxonomy, built with human expertise and scaled by machine learning, to understand and categorize products.

Launched in May 2020, The Yes initially started as an iOS app and later expanded to a website in 2021. A key milestone for the company was its acquisition by Pinterest, which was completed on June 10, 2022. Following the acquisition, Pinterest announced plans to sunset The Yes app and website to integrate its technology and team. The goal of the acquisition was to leverage The Yes's AI capabilities and fashion industry relationships to accelerate Pinterest's vision of becoming a taste-driven shopping destination. Bornstein was appointed to lead Pinterest's shopping strategy post-acquisition.