Clutch 22: About

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Location: NYC via Seattle

The Story of Clutch 22

When it comes to shopping, most people just like to buy, but I’m in love with the process.

Background: Clutch22.com launched in November 2007. What started as a shopping blog has gradually transformed into memoirs around embracing personal style on a budget. The site covers emerging fashion trends, do-it-yourself projects and how-to’s, along with stellar tips and tricks for online shopping. Clutch22.com receives over 100,000 views per month and has been featured on Glamour.com, StyleList, PR Couture and Trend Central, among others.

The meaning behind the name Clutch 22? It’s actually a play on catch 22 – a contradictory course of action. I’ve always had passion for art, style and shopping. However, paying my way through school to start a career that allowed me to follow those passions, didn’t leave budget for satisfying my fashion hunger.

I had to find creative, low-cost alternatives for achieving the looks I dreamed up. It began with mastering the art of coupon code shopping and evolved into reinventing different pieces of my wardrobe to create more from what I already had (e.g. coupon codes, DIY projects). Starting Clutch 22 was a way to share my love for fashion with others.

About Jordana

By day, I’m public relations professional at Waggener Edstrom Worldwide where I specialize in consumer/lifestyle strategies. Having experienced both sides of the table, I’ve gained invaluable insight to the ever-changing world of online influence. I also cofounded a group of trend analysts who meet monthly to dissect and discuss the latest trends. In other words, we talk about what’s hot.

Finally, I’m a contributing writer and editor for Independent Fashion Bloggers, an online organization of over 8,000 bloggers and I work with the Intelligence Group on a number of freelance projects.