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A Cool $22 Million Says This Swedish Startup Can Take on Etsy

Small retailers are winning the race for smartphone shoppers
The Wray Collection on Tictail.

Wray Serna, a Brooklyn (N.Y.) apparel designer, started selling her first collection online in May via a digital platform called Tictail. A few weeks later, as orders poured in for her Relax Romper ($195), she was in Italy with her fiancé for 18 days. After a swing through Greece, it was back to New York for the 31-year-old entrepreneur, a jaunt to Quebec, and some summer leisure in Helsinki.

Running her newborn business on the road wasn’t a challenge. Serna had an iPhone. “I did have to buy an extra battery pack,” she says.