Phia

About Phia


Phia is the first and only tool that instantly compares fashion across both primary retail and secondhand sites to help you find the best price in one click—no extra tabs, no ads, no extra searching. Phia uses artificial intelligence and a patented technology to scan real-time data across a database of 250 million products from over 40,000 retail and resale sites to show consumers whether an item is high, low, or typically priced. Download Phia for free in the iOS App Store or add the Safari mobile browser extension or Chrome desktop extension.

Sophia Kianni and Phoebe Gates are the Co-founders of Phia - a free iOS app and mobile browser extension that finds instantly the best prices on new and used fashion while you shop digitally. 

The AI-enabled Phia shopping tool compares new and secondhand prices for the item you're searching for. Fast and in an instant you'll get to see the best in fashion and view purchase options. New. Pre-loved. The choice is all yours.
Gates and Kianni, co-founders and co-CEOs, developed the concept for Phia while roommates at Stanford University. Both passionate about fashion, they were frustrated by how hard it was to find the right item at the best price—endless scrolling, searching, and comparing across dozens of secondhand sites. They realized traditional e-commerce hadn't evolved in years and set out to create a more personalized, efficient shopping assistant with AI. Their goal is to build a smarter way to shop—one that saves people time and money while promoting sustainability, transparency, and pushing the industry forward.

"We, like so many consumers, want to shop smarter and make the most of our money," says Kianni. "Great secondhand options exist, but they're scattered across hundreds of websites—and no one has time to search them all. Our patented model solves that pain point by delivering instant price insights and better options to help customers make smarter, faster decisions with their money."

Phia's tech was built in-house by a team of engineers with backgrounds at leading companies including Pinterest, Millennium, Meta, and Amazon. The platform aggregates data from top resale partners like The RealReal, Vestiaire Collective, ThredUp, StockX, eBay, and Poshmark. From Louis Vuitton to Nike, Phia works across all brands—personalizing results based on your size, preferences, and shopping behavior to help you find the best deal every time. You can also favorite items, build collections, and find results from every secondhand site—all in the Phia app.


Source: Phia.com

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Quick facts about London


Quick Facts!

London is one of the most famous cities in the world and home to almost 9 million people. Renowned as a global powerhouse of art, fashion, business and shopping, the city also comes alive at night with a myriad of concert halls, theatres and night clubs. London houses some of the finest museums and galleries anywhere. If you only have a few hours or days, be sure not to miss the Palace of Westminster, St. Paul's Cathedral, the National Gallery, Natural History Museum, Buckingham Palace and London Zoo. 

Tourist website: www.visitbritain.com


Shopping Tip - our Top 12 places!

 

Fashion, Souvenirs, Everything!

Put these down on your must see list and definitely consider taking the London Underground to save you more money for shopping - Harrods, Selfridges, Sloane Street, Regent Street, Oxford Street, Jermyn Street, Bond Street, Knightsbridge, Carnaby Street and Savile Row. For a food, shopping and souvenir mash up, head on to London Markets and Covent Garden Markets.

Transport for London

 

The National Gallery

 

Over 2,600 amazing paintings.

Vermeer, Titian, Cezanne, Claude Monet, Gainsborough, Rubens and Anthony van Dyk will get you started - and Rembrandt, Turner, Constable, Caneletto, Raphael, Michelangelo and Leonardo da Vinci will have you wanting to come back and see everything all again! An amazing collection of some of the world's most wonderful art and it's all free to see. And, right outside is Trafalgar Square!

The National Gallery