Start-Up S4 Finalist: Covetella


Discover Fashion to Rent


At Covetella, we believe that everyone should be able to experience fashion without having to own it. That's why we curate the best fashion rental providers in one place, so you'll always be able to find something new to wear for a fraction of the price.

Covetella also allows you to rent out your own items on our marketplace, so you can monetize your closet and get rewarded for having amazing style. Good for your wallet and good for the environment!

Covetella's mission is to empower women by helping them look and feel beautiful. We strive to be the top online destination where you can discover fashion to rent.


Carol Chen

Founder / Chief Hustler

Called an "International Style Icon" by E! News and a "Rising Star" by SF Fashion Week, Carol has created her own clothing line which was carried in over 300 stores in the US, built her own factory in China which broke even within one year, and helped launch one of Hong Kong's first MMA brands. A native Texan, Carol studied psychology and economics at Columbia University and University College London, earned a certificate from the Stanford Graduate School of Business, and graduated with high honors from the Fashion Institute of Design & Merchandising with a degree in Fashion Design. Recently, she was selected as one of the 100 Asian delegates to attend the Global Entrepreneurship Summit hosted by President Barack Obama and placed second at the national SeedStars startup competition.

A former beauty queen, Carol started Covetella with her own closet full of dresses after being frustrated at how wasteful the fashion industry could be. Having always had a love for dressing up, she wanted to help create better and more sustainable solutions to look good. As the sole founder of Covetella, Carol manages anything and everything related to the business. Her skills include constant hustling, marathon shopping, and hazing interns with tequila shots.

Anastasia Vanderflit

Head of Sales and Operations

Originally from Estonia, Anastasia has lived and worked in many different countries, such as England, France and Belgium. She speaks 5 languages an accomplished her Bachelor's and MBA studies in Hospitality and Tourism Management. She has been in Singapore for over 2 years now.

Anastasia joined Covetella over 6 months ago and is in charge of ensuring smooth Operations and excellent Customer Service. Being an ex pageant girl and avid fashion lover herself, she loves helping women find their perfect dress and providing them with the modern Cinderella experience.



Covetella is a curated online marketplace that allows people to list, discover, and book clothing and accessories for rent. Lenders list the items they want to rent out, Renters book the items for a set period of time. Covetella handles the delivery, insurance, and dry cleaning and takes a commission fee.