At just 23, Sophia Kianni is already reshaping the way we shop and think about fashion. As the co-founder of Phia, a browser extension that uses AI to help shoppers find more affordable and sustainable alternatives, Kianni is blending tech, purpose, and personal passion into something powerful. In this exclusive interview with GirlSpring, Sophia opens up about her
journey from Stanford student to tech founder, the challenges of launching a startup, and the importance of momentum, mentorship, and mission-driven innovation. Her story is a reminder that you don’t have to have it all figured out to make a difference, you just have to be bold enough to start.
July 30, 2025 @ 11:00 AM
Natalyn Baker: What exactly is Phia?
Sophia Kianni: Phia is essentially the Google Flights for fashion. It’s a mobile browser extension that acts as a shopping companion. When you’re browsing online, Phia helps you find the exact item—or similar ones—across more than 40,000 sites, often at lower prices. So with just one click, you can compare alternatives and find the best deals.
Baker: I love it. I already have the extension downloaded and it’s been surprisingly helpful even for household items! My friend wanted a Smeg toaster, and I found it for a better price through Phia.
Kianni: That’s amazing! My mom actually used Phia to buy a toaster too, it’s always fun seeing how people use it beyond just fashion.
Baker: It really is so handy! What inspired you and Phoebe Gates to start Phia?
Kianni: Phoebe and I were college roommates at Stanford, and we bonded over our love for secondhand shopping. We took a generative AI class together and discovered that out of 30 students, only two had ever shopped secondhand. Most didn’t know where to shop or didn’t want to spend time navigating multiple sites. That sparked the idea: we wanted to build a tool that
made secondhand shopping just as convenient as retail. Phia helps users find secondhand alternatives instantly—supporting sustainability while also saving people time and money.
Baker: When you imagine the future of Phia, what excites you the most? Are there any risks you’re taking that you’re particularly proud of?
Kianni: I’m really excited about turning Phia into a personalized AI shopping assistant. Right now, we focus on universal needs, saving time and money, but we want Phia to eventually learn each user’s unique preferences. Whether it’s fast shipping, a strong return policy, or ethical brands, we want the experience to feel totally custom. We’ve also introduced features like “Save to Favorites” and a beta for price-drop alerts. So users can set a custom alert, like, notify me when this item is 30% off, and we’ll track and notify them.
Baker: Fashion is always evolving. How does Phia stay true to its values of sustainability and affordability while competing with fast fashion?
Kianni: Fast fashion is popular because it’s cheap and convenient. So our goal is to make sustainable shopping just as easy—if not easier. With Phia, you can find secondhand alternatives in one click, without extra effort. We also try to show users that secondhand doesn’t mean lower quality. In fact, it’s often better. You can afford brands that might’ve seemed out of reach, and
their clothes last longer. It’s about shifting mindsets—from fast and disposable to thoughtful and long-term.
Baker: You made a bold choice to leave school to launch Phia, but still completed your degree. Congratulations on graduating! If your journey were a story, what would its title be?
Kianni: Thank you! I’d probably title it Momentum. Early on, it felt like I was pushing a rock uphill—starting my nonprofit, working with the UN, balancing school. But once things started clicking, it felt like that rock gained momentum and started rolling on its own. That momentum has carried me through launching Phia, and it’s been amazing to watch it grow.
Baker: That’s such a powerful metaphor. Do you think having it all figured out is a myth? What advice would you give to girls who feel like they’re falling behind?
Kianni: Absolutely, it’s a myth. No one has it all figured out. Even the most successful people I know have doubts and uncertainty. The key is to enjoy the process, not just focus on outcomes. You’ll always be figuring things out—so make sure the day-to-day feels meaningful.
Baker: What mindset has helped you navigate doubt, pressure, or rejection?
Kianni: For me, it’s viewing feedback, especially the tough kind, as a gift. We host product dinners every two weeks and invite women to share honest feedback. Some of it is hard to hear, but it’s incredibly helpful. It’s how we improve. If someone takes the time to tell us what’s not working, it means they care. That mindset keeps me going.
Baker: That’s such a healthy way to approach criticism. My last question is for the teen girl out there with a big idea but fear is holding her back, what would you say to her?
Kianni: Take the leap. You’ll never regret swinging and missing, but you might regret never trying. Especially when you’re young, you have nothing to lose. Even failure teaches you something. I’ve had things blow up in my face, but each one made me stronger. If everything burned down tomorrow, I’d still have what I’ve learned, and I could start again, smarter. Just
start. Learn. Try. Repeat.
Baker: That’s so motivating. Are there any final thoughts you’d like to share?
Kianni: I’d say: build strong friendships and find great mentors. Your relationships are everything. And in startups, your team is your company, so surrounding yourself with passionate, thoughtful people will set you up for success.
Baker: Thank you so much for this. This has been such a valuable and inspiring conversation. I really appreciate your time, and I know our readers will too!
Kianni: Thank you, Natalyn. I really enjoyed this, it was such a pleasure. Best of luck with everything!
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Learn more about Phia and download the app today!
