thefancy.com, a social photo-sharing website that is New York’s to Pinterest, is offering cash rewards to users who share the stuff they love. The Fancy is a social photo sharing webstore and mobile app created by Joseph Einhorn. The Fancy describes itself as “part store,blog, magazine and wish list". The Fancy objective is to connect users through shared tastes and allow them to purchase the things they like. Unlike many social commerce models, The Fancy does not endorse advertisements. Instead, its users look for products they like, indicate the level of demand by “fancying” or liking the item, and merchants decide on the price. The Fancy then sells the product and takes a cut of what the buyer pays. The Fancy was originally was set up as “an invitation-only photo blog where more than 5,000 tastemakers and celebrities upload and tag images of their possessions, as well as the baubles they'd like to own”. TheFancy has since then opened to the public.
The Fancy has grown 252% since comScore started measuring it in August 2011, and currently has an estimated worth of $100 million.
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