The A-Ha Moment   Our Team      



Women-Owned Businesses are a catalyst for change. 

 Women-Owned Businesses (WOBs) pay better wages, hire more diverse teams and implement gender fair policies. They employ 9 million workers in the U.S. and generate $1.7 trillion in revenue. When WOBs thrive, so do their employees and by extension, their families and communities.  


Hire Diverse Teams
Employ diverse teams
Gender friendly policy
Implement gender-
friendly policy

Pay Fair Wages
Pay fair wages



American workers spend $11 trillion annually on products and services with the 33 million U.S. businesses. There are 11 million WOBs in the U.S. and growing at a rate 1.5X that of male owned companies.

If we consciously re-direct our consumer spend, we could elevate the economic well-being of women and their families by supporting the growth and success of Women-Owned Businesses. So what are we waiting for?



Finding Women-Owned Businesses was not easy.

I had no intention of starting a business. I simply wanted to conduct an experiment - only do business with women for a month and blog about it.  I planned on sharing my experiences and encourage others to vote with their dollars as well

I started my search with the usual suspects - Google, Yelp, Facebook.  To my surprise, I could only find one or two relevent businesses because, as it turns out, none of these sites filter for WOBs. "Huh," I thought, "that's weird." I then turned my attention to the few women directories that existed. They provided little information aside from the business name, address and category and most of the time, they weren't even in my city (Los Angeles).  

After a couple of weeks of research at the local, state and federal level, I ended up calling the Senior Research Director at the National Women's Business Council who confirmed what I had already come to realize - a comprehensive database of Women Owned Businesses did not exist. So, we built one.

Our Team


We've been fortunate to attract top-notch talent from Silicon Valley to Silicon Beach to ensure the success of Women-Owned Businesses, covering the essential aspects of every business.


Stella Martinez McShera
Stella Martinez McShera
Founder | CEO
PDX incubator | Upwork
Sarah Deane
Sarah Deane
Chief Data Officer
Sony | HP
James Mulkerin
James Mulkerin
Chief Technology Officer
HP | Juniper
Farah Bhatti
Farah Bhatti
Legal Advisor
Buchalter Nemer
Ryan McShera
Ryan McShera
Strategy Advisor
TCS | Warner Bros.
Ryan McShera
Elaine Wu
Marketing Intern
Yahoo! | ebay
What lead founder Stella McShera  to create equallet? Check out the podcast
(episode,"Voting with your wallet, entrepreneur-style") to find out.
Click here for a listen.


Is your favorite Woman-Owned Business (WOB) missing from our site?
Be sure to tell her about equallet and have her sign up here.