We began our journey to create the Whomi brand with moms in mind- those women who manage multiple schedules each day and make it look easy. As we delved deeper into the process of creating these organizational products, we began to think more about women in general. All women, regardless of whether they have children, have multi-dimensional lives. They balance personal time, family time, friends, business, and the myriad tasks of everyday. More importantly, we realized women take strength from each other, and they take pleasure in sharing everything from their latest beauty tips to their favorite books to their recent parenting travails. Women are community minded. With that in mind, we quickly evolved Whomi to be community based.
Who We Are
Nina Korelitz-Matza is a seasoned concept developer and marketer of prestige beauty products for such companies as Lancaster and Estee Lauder. She created her own marketing consulting business to advise clients such as M.A.C. and Kiehl's on their brand development and positioning strategy. Gail Auster, a successful lawyer, widow, and mother of three, has worked in solo practice most of her career with a two year term as General Counsel for the City of New York Office of Labor Relations.
10 years ago, the two women were brought together by their respective careers. As they continued to work together over the years, they not only became more familiar with each other, but they watched as each of their lives changed irrevocably. Nina gave birth to her twins, now aged 7, and Gail, whose three children ranged in age from 7 to 18, was widowed. As Nina's twin daughter and son started to go on play dates, take lessons and require babysitters, she discovered that her old-fashioned calendar just wasn't up to the job. She needed something that could enable her – in one glance – to see her business appointments, her personal appointments, and her children's where- abouts. But it didn't exist in the marketplace. Simultaneously, Gail was faced with managing her children's multiple schedules and her career all by herself.
An experienced big picture thinker – Nina came up with the concept of Whomi – a color-coded calendar to help women manage their busy schedules. She teamed up with Gail - a detail-oriented business woman used to making things happen – and they did just that.
Today, Gail's oldest daughter Megan (a college graduate) is part of the team developing and marketing Whomi products.
"It's like you made something that made me feel cool to be a mom. The women that I work with — even the ones that don't have kids — always complement my Whomi"
WhoMi Gives Back
...a percent of the profits from every Hidden Agenda Whomi sold is donated to select charities helping women and mothers in need. Read more in Whomi Gives Back.