It might seem hard to imagine now, but editing photos to a professional standard was pretty complicated until not long ago.

That was until apps such as Bazaart democratised graphic design (and creating the perfect Instagram feed).

Bazaart – an award-winning photo and video editing tool, is as beautiful and imaginative as it is easy to master. And this mix of great tech and flawless design is not surprising when you look at the background of the app’s co-founder Gili Golander.

“Growing up, I wanted to become a fashion designer”, says Golander. “But when I was 12, my dad bought me my first computer and I became obsessed with tech. Ever since, I’ve been searching for a way to combine these seemingly very different worlds”.

Co-founding a graphic design app might seem like the obvious gig for Golander, but it wasn’t always straightforward.

“When I started looking at universities, I searched for something that touched both fields, but it didn’t exist yet. I figured it would be easier to catch up with my artistic side and went to study computer science and business.”

“I started working as a developer, but something was missing. I needed to tap into my creativity. I moved to the user experience team and started a master’s degree in human factors engineering.”

“In 2011 I gave birth to my third child and decided to fully commit to the design world. I quit my tech job and started working as a fashion editor for a magazine.”

Yet Golander’s biggest career twist was still ahead.

“During my maternity leave, a friend introduced me to the people who would become my Bazaart co-founders – Stas Goferman, Uri Kogan and Dror Yaffe. They wanted to re-invent the fashion catalogue by moving it from print to iPads and allowing users to shop online.

“I loved the idea and soon after we got accepted into a start-up accelerator in New York City. I was faced with another decision – continue with my editing job or pursue Bazaart full time. I decided to go to New York”.

It wasn’t only Golander’s career that pivoted. “We thought we were creating a user-generated fashion catalogue and ended up with a photo editing app,” she says.

“Initially, our app invited people to browse Pinterest, grab photos of outfits they liked and edit them on the canvas we created. As soon as we released the app, we realised people were using it in an utterly different way – creating interior design mock-ups, birthday cards and even works of art.”

Golander and her team were savvy, and followed the lead of their users. “The signals were too clear to ignore and we changed the product completely.” It worked. Bazaart became a global success.

Still the team adapts the app to suit its users’ desires. “We go as far as prioritising our tasks according to user feedback,” she says. Golander loves to hear those users’ stories. “A special educational needs teacher told us she uses Bazaart to teach children how to express themselves,” she says. “Someone reached out to say Bazaart was their creative outlet during a long recovery process.”

Despite all the incredible feedback, the app’s future was not always certain.

“Early on we tried raising funds, but it wasn’t working,” Golander explains. “Pitching a creativity app with an unclear financial model was challenging. In 2017 we introduced subscriptions to the app and it was a pivotal moment for us. It allowed us to expand the company and do so much more.”

While Gili built a start-up that blends her passions perfectly, she felt many women lack the same opportunity. In 2017 she and a friend launched “HaStartupistiot”, a podcast shining a light on women CEOs in tech. “We wanted women to realise they can lead their own initiatives. It’s crucial for women, both as a way to achieve financial independence and to have an impact on the tech industry.

“The press is always amplifying the work of male founders, while female founders are seriously underrepresented,” she says. “We decided to interview one female founder each episode, and believe it or not, we never asked how they balance their home life and their business. Instead, we discussed their ideas, challenges, ambitions. Things that men get asked.”

Listening to people’s stories remains a major priority for Golander at Bazaart too.

“During [Covid-19] lockdown many people told us that Bazaart is their lifeline, allowing them to stay creative or helping them promote their small businesses. Hearing these stories is the most powerful thing. It reminds me why I do it.”