Shine Talent Group—led by co-founders Jess Hunichen and Emily Ward—has launched an angel investment fund investing in early-stage, digitally focused startups targeting the creator economy, women’s health and other sectors. The size of the fund was not disclosed.  

Shine is a Los Angeles-based agency (with offices in London and Toronto) that manages influencer talent and brand partnerships.   

Shine Ventures, its backers say, has the advantage of access to a network of content creators who can help test products that are being developed, providing “built-in influencer strategy and digital marketing expertise.”  

Ward and Hunichen also have expertise in PR and media communication strategies as well as acquisitions—skills that they say could help the startups they’re investing in accelerate growth.   

The new fund has invested in Norm, a platform that helps influencers scale their revenues.   

Said Hunichen, “We're thrilled to help build innovative creator economy, lifestyle and wellness brands with potential for global reach and market disruption. We’ve chosen these categories to invest in because of the proprietary trend data that we have ongoing access to through Shine Talent Group,” which operates in the US, Canada and the UK. “We’ve been immersed in this world for 9 years and have seen trends come and go, and we understand the markers for the ones with staying power.”  

The agency notes that its venture fund is significant given that women only make up 5.7% of VC partners, according to Forbes.