WomenMen

Our Story

In late 2017, Cayley Ostrin needed to buy a bridesmaid dress for her best friend's wedding in Cape Town. So she opened her laptop, searched for 'champagne bridesmaid dress' in Google and started browsing the different options from around the world. She knew exactly what she needed to wear: a specific shade of champagne colour, silk and below the knee. But unfortunately, the internet did not. And after 2 months, hundreds of searches and open tabs later, she found herself still scrolling through endless pages trying to find the perfect dress.

It was this simple frustration that inspired the idea behind the urge. She wanted to create a way that she could see every champagne dress for sale online all in the one place so she could quickly and easily find exactly what she was looking for.

And so Cayley approached her husband Doron Ostrin who, during that time, was running a product search platform that helps shopping malls go digital (still going strong), and convinced him to leave the company he co-founded to help bring her vision to life.

The only thing the pair needed now was a technical co-founder. And just one week into their search they fortuitously found Pierre Caserta, who'd been working at Jora.com, the search engine for jobs, whilst also building an aggregator of baby products in his spare time. He shared their vision and joined as Chief Technology Officer.

Fast forward a year and together they launched the urge—a fashion search engine that brings hundreds of the world's top fashion designers and trusted stores together into one place.

"It's got everything needed to save you from spending hours bouncing from site to site and scrolling miles with you thumb trying to find exactly what you're looking for." – Cayley

Founding team of the urge

From left to right (Pierre Caserta, Cayley Ostrin, Doron Ostrin)