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Entrepreneurs create for better online shopping
by Nicole Dow
June 04, 2014 10:00 AM | 3109 views | 1 1 comments | 13 13 recommendations | email to a friend | print
Special Photo / Co-CEOs Jamie Pennington and Sarah Crossman Sullivan developed and manage to improve the online shopping experience for clothing shoppers.
Special Photo / Co-CEOs Jamie Pennington and Sarah Crossman Sullivan developed and manage to improve the online shopping experience for clothing shoppers.
Buckhead resident Sarah Crossman Sullivan and Sandy Springs resident Jamie Pennington have teamed up to develop and manage a website to improve the online shopping experience. was launched in November and is a free web service that allows customers to upload photos of themselves and virtually try on clothing items before purchasing them.

“We both thought that having to buy something just to get a sense of how it would look when you’re online shopping wasn’t fair,” said Pennington, who has a background in investment banking. “We just thought that we could make this process better. … At SeeItFit, you really get a good sense of how things may or may not look on you and that really does help you in your purchasing decisions.”

The duo has partnered with more than 40 retail stores for the website, which is mobile-friendly, she said. Pennington said the company plans to announce smartphone apps later this year.

 “We’re in discussions with various stores about integrating the SeeItFit experience on their own websites,” she said.

Pennington and Crossman Sullivan, who has a background in law and consulting, are longtime friends and always knew they would end up working together.

Said Crossman Sullivan, “It’s that partnership, that trust, that honoring, that ability to have the go-to person on your team be the person that’s also your office mate and your trusted partner — that means everything.”

She said as the company moves forward and grows, the focus will be on continually adapting the technology and building partnerships with more retailers as well as providing exceptional experiences for users.

SeeItFit allows users to share their experiences with others by posting the outfits they have put together on Facebook and Pinterest or sharing photos via email. The website can also be used to see how outfits would look on others when shopping for a spouse, child or friend.

“Whether it’s a mom who lives across the country from her daughter or a bride wanting to try on bridal gowns with her entire wedding party, they can all do it virtually and have that wonderful sharing experience together all on SeeItFit,” Crossman Sullivan said.

She said retailers also love the sharing element because it furthers expands their brands.

ON THE WEB: For more information visit

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