Your Name: Donna Haghighat
Business Name: Shoptimize.org
Type of Business: Clothing & Accessories; Home & Housewares
Business Location: United States
U.S. State: Connecticut
Reason for starting
To change the world for women by channeling women’s purchasing power to advance women leaders and to help women with our 1% give back to nonprofits advancing women.
A customer yesterday commented that now she reads magazines and looks at their products and wonders if the companies are women-led! Another woman building a business read about Shoptimize and reached out to us about women-led service providers I used because she was inspired to shop women in business too.
What is your top challenge and how have you addressed it?
Building traffic is the top challenge. We are building it through a multifaceted media approach and through our existing customers’ word of mouth and loyalty.
Who is your most important role model?
I don’t have just one role model. I have many, my mother who challenged her father so she could finish her high school education, to mentors like Mark Cutler, Kathy Rocha, Azam Saeed, Janet Hansen, Julie Gilbert. I also take inspiration from the many women and girls who have faced adversity and many challenges and managed to bounce forward.