AI-powered style

The journey from concept to product is rarely linear, especially in the fast-moving world of tech startups.  

But LEWK, an AI-powered fashion-styling platform, is a prime example of how strategic funding and mentorship drive innovation. Co-founded in 2022 by Sheena Virmani, BComm’13, LEWK aims to simplify online shopping by leveraging artificial intelligence to curate outfits for users, eliminating the need for endless scrolling through product pages. 

More than just a success story for one startup, LEWK’s growth highlights the strength of Calgary’s innovation ecosystem. From early-stage funding through grants from Alberta Innovates, and support from ​​​​​​University of Calgary programs like the Cenovus UCeed EDI Accelerator and the Social Innovation Hub, LEWK demonstrates how startups can leverage local resources. The company’s ability to tap into multiple funding streams, benefit from mentorship, and develop its product based on user feedback is a blueprint for how emerging tech companies can thrive in Alberta’s growing startup landscape.   

Identifying a gap in online shopping

Virmani, who spent years in software consulting and product management at Accenture and Deloitte, shifted gears in 2020 when she began working with small businesses to implement digital solutions. Her initial freelance work with fashion retailers and stylists exposed a major flaw in e-commerce: consumers were inundated with too many choices, making online shopping a fragmented and overwhelming experience.  

“I was noticing that inspiration was everywhere — Pinterest, Instagram, all over the web — but the online shopping experience itself was broken,” says Virmani. “People didn’t want to manually scroll through thousands of products; they wanted a personalized, curated experience that made their decisions easier.” 

That realization became the foundation for LEWK, an AI-driven styling platform designed to take the guesswork out of shopping. The idea was simple: users would upload an image or enter a text prompt and the AI would generate fully styled, shoppable outfits tailored to their preferences. 

Building LEWK: From minimal viable product to market validation 

Like many successful startups, LEWK’s first version was far from what it is today. Virmani and LEWK co-founder Tianna Going took a lean approach, focusing on low-tech minimum viable product (MVP) validation before writing a single line of code. Instead of rushing into product development, they conducted extensive customer discovery and tested their assumptions using mock screens and TikTok marketing. 

“We interviewed over 400 online shoppers, used focus groups and A/B testing of low-fidelity screens,” says Virmani. “We also partnered with IncluCity Calgary to carry out focus groups for us in our target demographic.” 

The response was overwhelmingly positive. Early TikTok experiments went viral, leading to a growing waitlist of engaged users eager to try the product. The validation was clear: shoppers wanted AI-powered styling that simplified decision-making. This early traction gave Virmani and Going the confidence to take the next step — securing funding to build a working prototype.

“[Raissa] has definitely been one of those people whose just kind of looked out for us,” says Virmani. “[She has] passed opportunities our way, been an advocate for us when we're not in the room and, when it comes to like raising funding, it's good to have someone like that in your corner.”

Navigating the innovation ecosystem 

For any startup, securing funding is one of the biggest challenges, but LEWK’s strategic engagement with Alberta’s innovation ecosystem proved to be a gamechanger. The team took part in the Hunter Hub for Entrepreneurial Thinking Ascent Program which gave them access to a pitch competition (in which they would win $10,000) funded by TC Energy. From there they began to work with the UCeed Cenovus EDI Accelerator for a $15,000 award and support which helped in their research and development. This funding would also provide the leverage they needed to access Alberta Innovates' funding as LEWK applied for the Alberta Innovates Digital Traction program a $50,000  grant.  

Enter Raissa Espiritu, a four-time founder of startups, impact investor and a prominent figure in philanthropy, as well as the current executive-in-residence with the UCeed Cenovus EDI Accelerator.   

“These strategic funding decisions and accelerator programs were instrumental in LEWK’s growth,” says Espiritu, who has been mentoring and coaching Virmani and Going since early 2024. 

“Our financial award allowed them to unlock the Alberta Innovates grant so they could further develop their MVP, prototype new features and conduct crucial market research,” says Espiritu. “It’s been incredible to watch how they’ve applied what they’ve learned from various accelerators and mentorship opportunities. Sheena and Tianna are always thinking critically about how to refine their product.” 

Espiritu, an experienced startup coach, has guided numerous founders through Alberta’s innovation ecosystem, emphasizing the importance of strategic growth, networking and product promotion. She continues to hold coaching calls with LEWK’s team as they prepare to raise their first round of funding. 

“[Raissa] has definitely been one of those people whose just kind of looked out for us,” says Virmani. “[She has] passed opportunities our way, been an advocate for us when we're not in the room and, when it comes to like raising funding, it's good to have someone like that in your corner.” 

LEWK’s AI-powered styling and competitive edge 

With early funding secured, the next challenge was turning LEWK into a true AI-powered styling assistant.​​ The team initially brainstormed a wishlist-style app, where users could save items they liked, but engagement was lackluster. Through continued user research, they discovered that shoppers didn’t want to manually search for items — they wanted AI to do the work for them. 

This insight led to LEWK’s biggest innovation: an AI-powered styling tool that allows users to upload inspiration photos (from Pinterest, Instagram or other sources) and receive curated, shoppable outfit recommendations. Unlike existing AI recommendation engines that suggest individual items, LEWK’s technology assembles full, cohesive outfits. 

“A lot of companies in this space do one-off recommendations,” Virmani explains. “They’ll suggest a black dress if you search for one. But LEWK takes it further; our AI pairs that dress with the right shoes, accessories and outerwear to create a fully styled look, the way a personal stylist would.” 

Retail partnerships and future growth 

As LEWK refined its AI capabilities, retailers began taking notice. Many small-to-mid-sized retailers want to compete with industry giants, but lack the in-house technology teams to implement AI-driven solutions. LEWK provides them with an accessible way to integrate AI styling into their e-commerce platforms, helping bridge the gap between small retailers and tech-enabled shopping experiences. 

Through its beta platform, LEWK works closely with a select group of retailers to fine-tune its offerings. Virmani and Going’s long-term vision is to provide hyper-personalized shopping experience. 

As the two entrepreneurs prepare for LEWK’s first formal funding round, their goal is to expand LEWK’s AI-personalization capabilities and further integrate with retailers. With a strong foundation in Alberta’s innovation ecosystem, a proven product-market fit and a vision for transforming online shopping, LEWK is well-positioned to scale. 

“We are still in the early stages,” Virmani says. “In the future, we envision AI that knows the shopper so well it suggests items tailored to their size, budget, body type and shopping history.” 

With its blend of AI, strategic mentorship and a scrappy entrepreneurial spirit, LEWK is proving that innovation isn’t just about technology — it’s about navigating the ecosystem, leveraging the right support, and constantly pivoting to create something truly invaluable. 

Want to try it for yourself? LEWK is currently in beta mode HERE.