Meet Deshi Singh | Founder and CEO, APRICOT
We had the good fortune of connecting with Deshi Singh and we’ve shared our conversation below.
Hi Deshi, what was your thought process behind starting your own business?
The idea for APRICOT struck me during the pandemic, when I was pregnant with my third child and low on time (and sanity!). I asked a friend for some product recommendations and she sent me an entire Excel spreadsheet. It hit me that the things I end up loving are always things recommended by my friends. It also hit me that someone should pay them for their recommendations, since they influence my purchasing decisions!
That spark of an idea led me to dream up APRICOT, a business that lets everyone shop straight from their friends’ recommendations. I loved the idea of compensating people, especially women, for the influence they already have among their friends and family. I also wanted to help shoppers discover better, more conscious brands. Our amazing brands have been the icing on the cake in this journey—they inspire me every day!
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
APRICOT is changing shopping as we know it. That sounds ambitious, but we own it! We believe deeply in the power of personal recommendations to help us all make better buying choices. We also believe that everyone wants an easier way to shop clean, conscious, thoughtful brands, but may just not know where to start, or have time to do the research. At APRICOT, we’ve curated all those brands in one place. And given you the ability to shop specific products recommended by your friends. You can even make your own Collection of recommendations and start earning cash on every purchase (even your own)!
It’s never easy to start an ambitious tech company, especially in a pandemic, and, more recently, a time of economic uncertainty. Raising money can be even harder. We all know the stats that less than 2% of all VC money goes to women, and less than 0.5% goes to women of color. But the challenges we’ve faced have only solidified my belief in the core ideas behind APRICOT. I am so proud of our team and of our product, and I’m really excited for the new brands and new features we have in the pipeline. If you’re interested in investing, reach out!
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
You know I love personal recommendations, so whenever I come to Miami. I reach out to well-connected friends like Elizabeth Fein (hostess with the most – https://
OTL is a great little coffee spot in the Design District.
Sunset Harbor is really having a moment right now. I love the chill local vibe and the bustling restaurants that don’t yet feel touristy. And of course, Moda Yoga!
To me, there’s nothing more elegant than the Four Seasons Hotel at the Surf Club. The lobby has that magical old-world Miami charm and the Michelin-starred Thomas Keller restaurant is perfect for a glam night out.
For kids, I love the Frost Museum.
Some recommendations I’ve been saving for my next trip include Call Me Gaby, Mandolin Aegean Bistro, and a stroll around the Vizcaya Museum & Gardens!
Who else deserves some credit and recognition?
I’d like to shout out the incredible Erin Erenberg, an IP attorney and serial entrepreneur who founded Totum Women and Chamber of Mothers, a collective that’s fighting for mothers’ rights in this country by advocating for things like federal paid leave. I met her through my APRICOT journey and am now getting involved at the Founding Team level (all of the women are powerhouses in the parenting space) because I’m so inspired and encouraged by their work.
Website: www.myapricot.com
Instagram: @joinmyapricot
Linkedin: https://www.linkedin.com/company/myapricot/
Image Credits
Photographer: Patricia Burmicky
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