Hello #WomenInTech Sorority Sister, Cherry Collins

Muchaneta Kapfunde | @FashNerdEditor

Creative Director of tech start-up shopping app GRABBLE, Cherry Collins has had an enviable career. With roles that include Global Head Stylist at Net-a-Porter and positions at Selfridges, InStyle, and Grazia, she is a woman after our own heart.

The London College of Fashion graduate has the kind of experience that makes her a glam addition to the #WomenInTech sorority. Besides the name dropping CV, I always admire a person who is unafraid to dip her heel into the unknown, and by investing her time in creating and refining all of the curated content on Grabble, she did just that.

Cherry-Collins-s (1)
Creative Director of GRABBLE, Cherry Collins

Founded in 2014 by serial entrepreneurs Daniel Murray and Joel Freeman, Grabble has become popular with retailers because the app integrates seamlessly with their websites and provides a user-friendly way to showcase products on mobile devices. It provides a curated daily edit of the best of fashion, lifestyle and beauty products, handpicked by a team of expert stylists.It’s a must-have shopping app that lets users take inspiration, save and buy from hand-picked fashion collections.

Also Read: Apps With Stylish Pulling Power

The app not only rocks some heavyweight fashion creds it has also been dubbed by Forbes as one of the hottest start-ups to watch. Not surprisingly this is not the only praise to grace the Grabble app, it was also featured as  ‘Best Shopping App’ by Apple, was the winner of the best mobile experience at the British Fashion Council Awards and it also won Drapers Best Startup at the Drapers Digital Awards.

Grabble Founders, Serial Entrepreneurs Daniel Murray and Joel Freeman
Grabble Founders, Serial Entrepreneurs Daniel Murray and Joel Freeman

So who exactly is the woman making the Grabble app fashionably appealing? Well,  she is the woman who when she was at Net-A-Porter, recognized the ability of technology to connect consumers with high fashion. With a growing passion to bring innovation to M-Commerce she joined forces with Grabble and made it possible for 2000 stores to exist in one place. She played a part in ensuring that Grabble could be our very own luxury personal stylist who will scour everything from the high street to high-end stores before hand picking the best of what the fashion has on offer.

With all that being said, I must confess that although I am not an app crazy fashionista, I do love the idea of my lust-lists being perfectly in-season and on trend. The bonus being that on Grabble I can swipe left to discard items I don’t like and right to add my favourites to my virtual wardrobe.


So with Collins proving that #WomenInTech do come from all types of backgrounds, that aren’t necessarily tech, makes one appreciate what she is bringing to the table, a social commerce platform that seeks to change the way consumers discover fashion online. Welcome to a world of fashion convenience.


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Muchaneta Kapfunde

Founding editor-in-chief at FashNerd.com
Founding editor-in-chief & WearableTechStylist of FashNerd.com, Muchaneta has worked in the fashion industry for over 14 years. She is currently one of the leading influencers speaking and writing about the merger of fashion with technology and wearable technology and a regular contributor to digital news sites like Wareable.
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