For decades, the concept of a registry has been strictly bound by tradition. Society designated registries for a handful of monumental life events—weddings, housewarmings and baby showers. Outside of those formal milestones, shoppers were expected to navigate birthdays, holidays, and host duties through guesswork, subtle hints or the uncomfortable performance of polite enthusiasm over gifts that ended up buried in a closet or re-gifted down the line.

Covet, a new social gifting app, is changing this by offering what its founders call a “registry for life.” Sandy Harris, Jennifer Mantz and Julie Zelnick created the platform to make gift-giving easier and less awkward.

The concept was born out of a moment of everyday practical success. When Harris desired a specific ring, her sister passed the direct link to her husband, who purchased it immediately. Stripped of guesswork, the transaction was effortless. The experience prompted a simple question: why didn’t a dedicated platform exist to make every gifting interaction that seamless?

That question launched the development of Covet. Rather than relying on rigid, occasion-based lists or general algorithm-driven recommendations, the platform lets users build an ongoing, personalized visual catalog of what they actually want.

08 billion by 2034, remains massive yet structurally inefficient. Traditional gifting models often force consumers to gamble. High expectations frequently lead to ill-fitting tastes, delicate social posturing, and closet clutter. As co-founder Jennifer Mantz noted, total surprise gifts carry intrinsic risks, often leaving recipients feeling guilty or uncomfortable when an item misses the mark completely.

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