What is The What
The What is content + community for curious people looking for their next favorite things—a labor of love from two friends who have spent the past two decades researching WHAT matters and what’s good.
100,000 Subscribers
92% Women
34-67 Age Range
$195K 67% HHI
Gina Pell + Amy Parker
The Founders
Since 1999, veteran entrepreneurs Gina Pell and Amy Parker have been in the business of building intentional communities for women, both online and offline, years before social networks were created.
Gina + Amy are the founders of The What, a newsletter with exceptional recommendations and a highly engaged community of Perennial readers from around the globe. They are natural curators and enthusiasts who are curious and eager to share their discoveries on WHAT works and WHAT is worth your time and money. Their mission is to create a global sisterhood of women who lift each other up while discovering and sharing what they love.
THE WHAT is also home to a private group of powerful female leaders across the country and across industry who leverage their networks of influence in the media, consumer, tech, legal, and financial sectors with a combined reach of 10M+ followers.
We send out a lifestyle newsletter called The What List which features five things we‘re currently digging both personally and professionally—from a great book, to a bottle of wine, to articles on leadership, products that work and everything in between. We also have a private women’s Facebook community called The What Women to compliment our newsletter and to hear what our readers have to say. It grew organically from women adding friends to over 20,000 members talking to each other daily. Women ask questions about and discuss every topic imaginable: fashion, beauty, wellness, travel, sex, psychology, finance, cancer, divorce ... you name it. It’s beautiful to see how our members help each other by sharing what has worked for them or simply by saying "hang in there I’ve been there too." It’s a powerful place to feel seen, heard, and embraced by supportive women. And it amazes us that we have created a place online that doesn’t isolate, alienate, or make people feel less than. The What Women is a safe haven of understanding and wisdom.
“I just wanted you to know that I think you put out the most interesting, relevant, quirky, intelligent newsletter. You seem like a great partnership, and I feel like I like you both personally even though we’ve never met.”
“I’m finding the things I want to pay attention to through THE WHAT—the women, the brands, the books, the designers, the ideas, the solutions.”
How Brands Connect
We help female focused brands build relationships with highly receptive shoppers who rely on our trusted product recommendations and turn to us when making purchase decisions.
The What List, weekly email newsletter (100,000 readers)
The What Women, private communities (24,000 members)
The What Community
Join our private women’s community on Facebook. Request access here.
Do you have a product or company our readers should know about? Ask about brand sponsorship at what@thewhatlist.com