A shop that starts with you, not a search box
Most shopping sites are a search box and a wall of results. That works when you know the words for the thing you want. It is useless when you just know the feeling.
Feelnova began with a small, annoying observation: the internet is very good at selling you a specific thing and very bad at helping you find out what that thing is. You can buy a “3000K dimmable arc floor lamp” in ten seconds. Working out that a warm arc lamp is what your living room has been missing takes an afternoon of scrolling and a lot of luck.
So the site is built the other way round. You tell it what you are into — cosy lighting, small-space living, coffee — and it builds a feed out of that. No search box required, though there is one if you want it.
The rule the whole site runs on
Nothing is invented. Not a price, not a review, not a “was” figure, not a discount. If we cannot evidence something, the site says so or leaves the space empty — and there are several places where it does exactly that, which is a decision rather than an oversight.
It sounds obvious. It is not how most of this corner of the internet works. Plenty of sites will show you a coupon code that has never been tested, a review score with no reviews behind it, or a “70% off” against a list price nobody has ever paid. We record prices ourselves, every time a feed refreshes, so when we say something is cheap we are comparing it to its own history rather than to a number a retailer chose.
How this pays for itself
Affiliate commission. You click through to a store, you buy something, the store pays us a percentage. Your price is exactly what it would have been going direct.
What that money does not buy: a place in your feed. Ranking runs on how well something matches your interests and what its price history says. A store paying a better rate does not move up. If we ever take money for placement it will say so on the card, in words, every time.
The long version lives on the affiliate disclosure page.
Who is behind it
One person, mostly at night. That is worth saying plainly because it explains both the good and the bad: decisions get made quickly and honestly, and some corners of the site are further along than others. There is no content team writing forty listicles a week, which is why the journal is short and the edits are hand-picked.
It also means feedback actually reaches somebody. If a price looks wrong or a page falls over on your phone, the person who can fix it is the person who reads it.
Where it is going
More stores, so a product can be compared across several rather than shown at one. More price history, because the verdict gets sharper the longer we watch. And more edits — small sets of things chosen by a person, which is still the best shopping tool ever invented and the hardest one to automate.