The Expert Edit features in-depth interviews with specialists about Sustainability & Fashion, and the products they swear by in their respective fields. For the latest installment, we had the opportunity to speak with Violet Gross and Diana Giese, the visionary founders of Tulerie. Gross and Giese are not only the CEO and COO, respectively, but they are also sisters who have brought their shared passion for sustainability and fashion to life.
Tulerie, which launched in 2018, is a groundbreaking luxury peer-to-peer rental clothing app. Ahead, the sisters share their thoughts on building a community of like-minded women and reveal their top product recommendations that help them balance their busy professional and personal lives.
Sustainability & Fashion
Violet Gross came up with the idea for Tulerie based on the simple but profound observation that women love to share clothes. From borrowing a best friend’s dress for a special occasion to swapping statement pieces with coworkers, this behavior is deeply ingrained in the way women connect and express themselves.
Gross realized that by formalizing this concept into a platform, she could create not only a social experience but also a sustainable solution for combating overconsumption in the fashion industry. “Tulerie is a community of women who adore fashion, but understand how damaging it can be to the environment,” reads the company’s mission statement on its website. From its inception, the app has aimed to bridge the gap between style and sustainability.
Even back in 2018, Gross was ahead of her time in understanding the fast-paced nature of the trend cycle impacting sustainability & fashion. Consumers are constantly seeking to refresh their wardrobes to keep up with the latest styles, which can lead to wasteful spending and a mountain of discarded clothing. Gross knew there had to be a better way. “Since the conception of the idea, I’ve never stopped my research into what’s happening in the fashion space and what can or should be happening, environmentally speaking,” she explains.
Gross’s personal journey to create a more sustainable lifestyle also played a key role in the development of Tulerie. She began by tracking her own habits and identifying small but impactful changes she could make in her daily life that affected sustainability & fashion. From opting for reusable kitchen products to choosing public transportation or walking instead of using ride-share services, these adjustments not only reduced her carbon footprint but also informed her approach to Tulerie’s mission. “We’ve spent a lot of time getting people to understand the importance of their consumption and showing how they can make an impact with the dollars they spend,” she adds.
When Tulerie first launched, the app required users to go through an interview process to join the community, ensuring a high level of trust and commitment among members. However, seven years later, the platform has evolved to introduce its All Access membership policy. This new model allows users to rent out their high-value items or borrow luxury pieces without undergoing an interview process.
Despite this shift, safeguards remain in place to protect users’ belongings and maintain trust within the community. Gross believes this approach is essential for creating a circular fashion economy. “Each time an article of clothing or accessory is used, it’s fulfilling its purpose. That’s one item someone chose not to buy new but to use what has already been purchased. People speak with their dollars, and renting versus buying is a very impactful way to do that,” she explains.
Diana Giese, who joined her sister to help bring Tulerie to life, echoes this sentiment. As COO, she focuses on the operational side of the business, ensuring that the platform remains user-friendly and accessible. Together, Gross and Giese have built Tulerie into more than just an app—it’s a community of women who are passionate about fashion and making more responsible choices. The sisters are also living examples of the lifestyle they promote, consistently seeking out products and practices that align with their values.
Whether they’re managing the day-to-day challenges of running Tulerie or taking time off to recharge with friends and family, Gross and Giese prioritize products that make them feel good inside and out. Ahead, the duo shares their top lifestyle recommendations, highlighting the items they rely on to stay productive, balanced, and inspired. From sustainable fashion staples to wellness essentials, these are the products that keep them grounded while pushing their mission forward.
Gross and Giese’s journey with Tulerie is a testament to the power of combining innovation, sustainability, and community. As the sisters continue to expand their platform and inspire others to embrace the benefits of a circular fashion economy, they prove that it’s possible to look good, feel good, and do good—all at the same time.