Love to brag about the deal you got on your latest purse purchase? Wish you were buying what's in season now, rather than what's so last year? Then welcome ToVieFor into your life.

Dubbed "entertainment shopping," ToVieFor mixes the lure of high-end sales sites like Gilt Groupe with a chance of luck and risk. To play, users must buy site credits and use them as entry fees into purchases. As more people enter into a sale, the price of the product begins to decrease; players can lock in the sale at any time.

Sound confusing? ToVieFor's How it Works video explains it all step-by-step:

During a phone interview with co-founders Susanne Greenfield and Melanie Moore, we talked about fashion 2.0 and the movement toward entertainment shopping. 

Susanne defines fashion 2.0:

"Fashion 2.0 goes beyond straight e-commerce. It's not just about putting an item in your cart online. It's a form of mixing internet elements to create innovative integration."

Melanie defines entertainment shopping:

"Entertainment shopping is the new trend. Shopping is no longer just about going to the store, getting pampered and spending a ton of money. People like competitive shopping like sample sales. This is where the market is going."

Susanne added, "It's kind of like a Groupon element. A couple of people getting a real great deal."

The duo described the ideal ToVieFor user as "an aspirational and contemporary woman who loves fashion and often makes purchasing decisions emotionally rather than rationally." Capitalizing on the emotions, ToVieFor is initially focusing on the game mechanics to ensure it is actually a fun experience for users. Susanne and Melanie foresee plans for growth by expanding the merchandise into other verticals including: men's, children's, footwear and apparel.

To bring a social community element to the company, the two plan on experimenting with asking users what products they want to see on the site. Susanne elaborated,

"We want to engage our users. Instead of us telling them what they want, we want them to tell us what they want."

To foster the community from the start, ToVieFor has a presence on Twitter and Facebook. They also have a dedicated portion of their site to highlight sale winners.

So who are the savvy fashionista brains behind ToVieFor?

 Susanne Greenfield and Melanie Moore met as college students while interning at Merrill Lynch in New York City. They instantly became friends and kept in touch for the years following. Melanie explained:

"After all, in the male-dominated environment there weren't that many cute perky blondes to befriend!"

Early on in their friendship, the pair discussed the desire to break free from working for the man. Then a little over a year ago, Susanne and Melanie sat down one evening and created the beginnings of what is now ToVieFor. They drew their inspiration from a hybrid mix and analysis of existing sites like Swoopo and Gilt Groupe. As frustrated online shoppers, the duo created their own solution: "We thought: Why isn’t there a way for us to buy the new Marc Jacobs Stam Quilted Satchel for half the price? Thus, the idea for ToVieFor was born…."

A peek into the pair's personalities:

Favorite blog or website:

Susanne: "BothSidesofTheTable.com. It's written by a venture capitalist who gives great information for the first time entrepreneur."

Melanie: "Truthfully, I visit New York Magazine most often. It has a great layout and features with bursts of news and fashion. I use the restaurant search feature too. It has all the things I value."

Favorite fashion designer:

Susanne: "Christian Louboutin. I probably own way too many shoes!"

Melanie: "I like something elegant like Alexander Wang's fresh designs or Christian Siriano's really innovative looks."

First designer purse purchase:

Susanne: "My first one was a baby Dooney & Bourke little shoulder bag. It was the most expensive purchase I had ever made at the time!"

Melanie: "Mine was a Kate Spade in junior high school. At the time I thought it was the coolest thing ever!"

Most cherished accessory:

Susanne: "My Birkin. I'd give my life and a limb to keep it!"

Melanie: "Classic diamond stud earrings that I can use in a lot of different contexts."

Starbucks order:

Susanne: "Skinny cappuccino."

Melanie: "Black with two sugars. I just need an IV of caffeine!"

Superpower choice:

Melanie: "To be able to stop time!"

Susanne: "No! That's mine! I think it would be a blessing and a curse."

Melanie: "I would never get anything done though because I would always be stopping time to do something else."

Get in on fashion's new secret soon and be envied by your friends. Or even just the onlookers who take a double take at you on the street.

Personally, I have yet to make a purchase. Will you take a fashion risk and enter into a ToVieFor sale?

In the meantime, read up on The Envied blog for fashion tips, tricks and news.