Meet the multimillion dollar Silicon Valley fashion startup you've never heard of

September 17, 2013

Ruby Ribbon has raised $11.5 million in venture funding after a $3 million seed round led by Trinity Ventures in May 2012 and an $8.5 million Series B round led by Mohr Davidow Ventures in early 2013.

Founder and CEO Anna Zornosa's mother really was "an Avon Lady," selling makeup to friends and family at small gatherings.

Now, Zornosa and her team of 200 independent sales associates, or stylists, sell patented shapewear at in-person trunk shows. The sales operation is augmented by e-commerce stores run by each stylist.

"If my mom had Facebook or a smartphone, what would her business have looked like?" asks Zornosa, a veteran of tech and media companies like Yahoo and Knight Ridder Digital who has also served as an adviser to several startups.

Read the full article from Silicon Valley Business Journal here.