My Fashionary is a fashion start-up specialized in the presentation of high-quality, individual labels and emerging designers off the mainstream. The key idea behind My Fashionary is to let special fashion become a personal experience for the customer. To achieve this, the company links its online shop www.my-fashionary.com with numerous offline formats such as pop-up stores, secret fashion events or exclusive private showrooms. The start-up, headquartered in Frankfurt, was founded in 2015 by Beatrix von Winterfeldt-Heuser and Karsten Heuser. The product portfolio currently includes fashion, jewelery, shoes and accessories from designers from Germany and Switzerland.