123/ Introducing CAKE!
An invitation to CAKE, a members-only shopping community.
Dear readers,
Since launching In Moda Veritas a year and a half ago, I’ve received many inquiries from brands regarding potential partnerships. My thought process when considering sponsored content has simply been an extension of the factors I consider when I share and recommend anything else in this newsletter.
I ask myself: “Is this consistent with the raison d’être of this newsletter?” and “Do I believe this information would be valuable and of interest to you, my readers and IRL clients?”
During my conversations with CAKE, a members-only shopping community, the answer to these two questions was a confident, yes, and as a result, this will be my first ever sponsored newsletter!
Why Do I Want To Share CAKE With You?
My first thought when speaking with the CAKE team was actually, “Um, this sounds like a no-brainer? What’s the catch?” Spoiler: there is no catch. After further conversations with CAKE, I still think it’s a no-brainer for some of you, but not necessarily for all of you.
If it is for you, it’ll quickly become apparent why. If not, I hope you keep reading anyway!
What Exactly Is CAKE?
CAKE is an invite-only, membership-based shopping community. It is not an e-commerce site. Rather, CAKE is an online platform that has partnered with dozens of brands who give CAKE members access to exclusive benefits and unique shopping experiences.
What Are These Exclusive Benefits You Speak Of?
By becoming a CAKE member, the most tangible benefits are the “CAKE Cards” you will receive from 10 of the 35+ brands on the CAKE platform.
Each brand’s CAKE Card is essentially a gift card for an amount that can be applied to a purchase on a brand’s website. Collectively, they will amount to thousands of dollars to spend on in-season collections online, in-store, and at multi-brand retailers.
A sampling of the brands on the platform:
Jenni Kayne, Veronica Beard, CO, Another Tomorrow, Freda Salvador, Wolford (RTW), Mansur Gavriel, 3.1 Philip Lim, Janessa Leone, Modiste, Vivrelle, Goop beauty & Goop (G Label) (coming soon), YSE Beauty, Neous (coming soon), Fleur du Mal, Triarchy, Couper, with more being added.
The main reason I want to share CAKE with you is because it includes brands I already own and love, and have recommended in this newsletter! From your feedback over the last year and a half, I believe they are also of interest to you.
Here are examples of some of the CAKE Cards in my “wallet”:
1) Modiste: $250 to be applied to purchases of $450+ at Modiste's site/store. Modiste was one of my favourite discoveries on the CAKE platform! Modiste is a boutique in Nashville with a fantastic curation of brands including Tibi, JW Anderson and Christopher Esber. At Modiste, you can apply your CAKE Card for $250 towards a pair of Tibi’s double waisted slouchy carpenter jean or shirred nylon panelled skirt. Or, at the other end of the creative pragmatic spectrum, it can also go towards this statement Eiffel Coat from Anna October!
2) Couper: $100 to be applied to purchases of $250+ at Couper's site + free shipping. Couper was another multi-brand retailer discovery. I found brands on here like Toronto home-grown darling Jenny Bird (I have a few of her pieces, including these) and others like knitwear brand Escvdo that I’ve written about in this newsletter and are hard to come by in the e-comm and IRL worlds. Also, very randomly, Couper carries Sprezz tumblers which are quite similar to my beloved Ichendorf glasses that I have home!
3) Janessa Leone: $75 to be applied to your purchase at Janessa Leoné’s site/store. I’ve diligently worn my Felix hat for the past few summers and my Dakin hood this winter. Highly recommend both.
4) Mansur Gavriel: $200 to be applied to purchases of $400+ on Mansur Gavriel’s website. CAKE members can enjoy free monogramming on full-price products. MG’s ruched ballerinas are oft-recommended by me, and most recently the Candy Hobo in moss suede has piqued my interest, as has the mini Candy in poppy.
5) Vivrelle: $200 to be applied to your membership of 3+ months. CAKE members skip the waitlist for entry. I had no idea this service existed, but Vivrelle is a membership-only club from which you can borrow luxury handbags, jewellery and watches. A quick browse of the site and I spotted every iconic luxury bag, including hundreds of Chanel bags; Bottega Jodies, Arcos and Cassettes; Loewe Puzzles and Flamenco; Fendi Firsts; Balenciaga, Prada, etc…
What About The Unique Experiences?
I could go through all of the CAKE Cards, but you get the idea. There is a lot to discover! In addition to the gift cards, CAKE Membership also includes invitations to VIP events, early access to collections, and other perks (like the free monogramming at Mansur Gavriel).
To give you an idea of what you can expect, for NYFW this past week, CAKE members were given early access to the unreleased 3.1 Philip Lim fall collection, and were invited to preview Markarian’s SS25 collection at NYFW with the brand’s founder, Alexandra O’Neill.
How Do I Become A CAKE Member?
Memberships are US$100 per year. To join CAKE, you need to be invited by a member, and that member is me! CAKE has given me a limited number of invitations to giveaway; to accept mine, just click on this link and enter “Irene” as your sponsor’s name. Once you’re a member, you can invite one friend to join and connect with on CAKE.
Is CAKE For Me?
If you love the brands you see here, it now makes sense why I thought this would be a “no-brainer” for you. One purchase and you’ve already recouped your $100 investment (and then some), and there’s still much value to tap into in your membership.
If you’re not already shopping at the brands but you’ve been eyeing the Mansur Gavriel ruched ballerinas, or have wishlisted Christopher Esber’s Minette flats (as I have, since seeing Lisa Ing Marinelli wear them super chill whilst hanging out with her kids), a CAKE membership may also make sense.
Of course, this wouldn’t be In Moda Veritas if I didn’t encourage you to revisit the Five Questions I Ask Myself Before I Buy Anything before you make any purchasing decisions — including the CAKE membership itself!
I should also note that CAKE is a US-focused platform, and you will need a US-based address to join.
“What’s In It For The Brands?”
Ah, yes. Call me a skeptic, but this question flew out of my mouth in the first minute of my conversation with CAKE. What’s the catch?
There is no catch. It really is pretty straightforward. Become a member for the $100 membership fee and get 10 CAKE Cards plus the perks and benefits I’ve mentioned above.
For brands, rather than funnelling their budget towards targeted Instagram ads and hoping they will stick whilst you scroll, the CAKE platform gives brands access to an already highly-engaged, primed audience, and one that is excited about shopping and discovery. Brands are investing in a captive audience — you.
If you have any questions about CAKE, please don’t hesitate to drop them in the comments and I’ll do my best to answer them!
Congrats on your first sponsored post Irene! This feels like a no brainer - would love to see it in the U.K.! X
Hi! Do you get to select your cards immediately after joining or are they portioned out throughout the year? I see that some on the site that are listed are noted as “sold out”—brands I don’t particularly care about— but was curious how the card access works.