By: Co-Editor, Bobby B:

Web Directories, specialized search engines, lifestyle sites are all over the web these days. Recently, I came across an interesting site that is like a blog, directory and search engine all in one. It is driven by the personality and whim of its founder, Silke Wolfe.

The company, knowwhatandwhere.com, based in Switzerland and launched in April of 2009 is a highly selective web directory where the founder writes about unique finds and the inspiring stories of the people behind them. It is designed to be sort of a human/personalized search engine. The objective is to inform, inspire and entertain.

knowwhatandwhere.com acts as a multiplier as it helps the featured entrepreneurs spread the word about their brands and story. Many of the products featured are handmade, charitable items and/or eco-friendly.

The service is free of charge but the site decides who gets on. The site is in personal contact with all companies featured, as the goal is to build a community and connect people. The majority of the entrepreneurs featured are start-ups, people who dared to make a new beginning, or whom are trend setting in some way.

The site essentially is a one-woman show and from a woman who opted for a career makeover herself.

As stated by the founder, Ms. Wolfe, the site tends to direct users to entrepreneurs that have a personal touch to their business. A handmade item or a unique product from a young artisan is more likely to featured.

The directory includes aspiring fashion designers, online fashion boutiques, merging lifestyle brands, hip cooking schools, culinary travel ideas, charities, charitable goods and services, and success stories.

For example the food and drink section features Kyotofu an award winning Japanese dessert bar in New York City, a chocolate making class in Munich, Germany, a tea shop in Paris , the San Francisco artisan ice cream shop Humphrey Slocombe and a hip vegetarian restaurant and bar in Zurich.

So as you can see, her choices are eclectic, international and interesting. The site is also geared to what is described as a new generation of entrepreneurs that have adopted social responsibility as a mantra.

The success or failure of the site will rise and fall based on how users feel about the sites tastes and guidance. I find the direction very interesting and it bears watching.

Tags: fashion boutiques , fashion designers , lifestyle brands , munich germany , personal touch , shop in paris , travel ideas

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