Estelle Palandijan

TELL US A BIT ABOUT YOURSELF!

I live in New York but grew up outside Boston. As a kid, I was big into sports but always loved fashion—my mom, dad and grandmother all have impeccable style and I have pieces from each of them in my closet. While working in Venture Capital, I co-founded membership platform, CAKE.

What is Cake?

CAKE is a membership platform where those who appreciate the art of shopping and personal style can connect with incredible brands. It’s special access (like early access to new collections), private experiences (like the event we did with RIXO!), a community of chic shoppers, and lots of perks. 

How did cake come to be?

I was working at a VC and we invested in CAKE when it was just an idea. I quickly realized I was the exact shopper it was built for so had to help build the shopping experience I’d been craving—one that truly connects people to the brands they love and helps new ones grow. My co-founder is my former boss and longtime mentor.

How would you describe your style?

Classic and clean with big pops of color. Quality over quantity—I wear my favorite things repeatedly! 

What does ‘feeling the best version of yourself’ mean to you?

Feeling comfortable, confident, and happy, which usually means well-rested! 

Who’s your ultimate style icon?

I know Phoebe Philo is not an original answer but can you blame me? But also, my mom.

How do you balance a demanding career with personal time? 

Balance to me means some semblance of sleep, healthy food, movement and activities that take my brain out of work—going to the grocery store and cooking are big ones. It means keeping a couple of nights a week just for me and my partner. A few times a year I escape the chaos of the city and touch green…very important for my sanity! 

Top piece of career advice?

Get really good at forming genuine relationships. Do you root for the same sports team? Are you having the same business struggle? Make friends (and I don’t mean be overly casual with someone)—you don’t have to be an extravert to do this, just a good listener.

Are there any words you live by?

Lead with kindness.

How do you stay inspired? 

Mostly food and travel and art and architecture. I also talk to strangers a lot. I find myself exchanging life stories in the grocery line (I ask more than share). People are the coolest.

What’s next for you? Any exciting projects on the horizon? 

Growing CAKE—we’re just beginning. Doing more with our brand partners, adding new features and brands and launching an app. I’m also getting married!