Deena Varshavskaya is the founder and CEO of Wanelo (“wah-nee-lo,” from Want, Need, Love), a “mobile mall” curated by people that has caught widespread attention across the global retail industry. Varshavskaya, who grew up in the subzero climate of Siberia, moved to the U.S. at the age of 16 determined to find a real-life problem to solve and a career she was passionate about. After becoming frustrated with the predictability of shopping in traditional malls, she set out to build a social network that would make it easy to discover amazing products and stores from anywhere in the world. By creating a company culture that embraces nimble development and takes play very seriously, Varshavskaya has made it dangerously easy for Wanelo’s community of non-conformist shopping fanatics to discover and buy products they love. In just two years, she has built a brand that empowers people to personalize their shopping experience and enables retailers to build businesses on top of Wanelo.