What began as a fun side project on Instagram soon exploded into something much bigger. And now the two creative friends have turned it into an online directory and a business. We talked to them both to find out more.
After five years of curating beautiful things on Instagram, I Can’t Afford This But Maybe She Can has evolved into something new. The brainchild of art director George Wu and illustrator Malika Favre, the popular feed is now accompanied by a Bazaar… a permanent home for all the objects they’ve loved and shared over the last few years.
The online directory features shoppable gems, bringing together more than 300 handpicked pieces from over 90 independent brands and makers, all selected with the same discerning eye that made the original feed a cult favourite.
You can expect everything from homeware, fashion and art to tech, games, and even the occasional misfit. For those who don’t have time to find glorious gifts or treats, it’s the answer to all their prayers.
From fleeting posts to a lasting archive
As George and Malika explain, “An Instagram post lasts 24 hours. We believe these beauties deserve a permanent home. So we quietly built them one.”
The Bazaar is both a celebration of design and a playful response to the fleeting nature of social media. Every object featured is now available to buy in a curated marketplace that reflects the duo’s shared taste and humour: “the long-distance shopping list of a wannabe millionaire and a would-be millionaire”.
Much like everything they do, the pair’s approach to building the platform was personal. Earlier this year, they surveyed their followers… and a stonking 84% said they wanted an online shop. That feedback set the project in motion.
Over the next six months, they personally reached out to every brand and maker, explaining their concept, handpicking products, and setting up bespoke affiliate arrangements. It was a slow, thoughtful process built on care and curiosity, but also genuine connection.
The result is a directory that spans everything from established names like Bitossi Ceramiche, Gestalten Books, Mira Mikati and Donna Wilson, to smaller independents such as Fundamental Berlin, Maison Balzac, and Nik Bentel Studio. All of these creative souls are united by bold, well-designed, and beautifully crafted work.
A transparent, affiliate-powered model
The Bazaar uses a classic affiliate model, but with full transparency. There are no listing fees, paid placements or preferential treatment… just honest curation. Each item links directly to the brand’s own site, and if a sale happens through one of their links, the duo earns a small commission at no extra cost to the buyer.
It’s a clean, fair system that rewards taste and trust while keeping the focus firmly on great design.
And true to their independent spirit, Wu and Favre are launching the Bazaar organically. There’s no marketing machine or PR push behind it – just them, their community, and the (dreaded) algorithm.
If you love what you see, they simply ask you to share it with your friends, colleagues, and creative buddies.
What’s next
This is only the beginning. The Bazaar will continue to develop, with new finds added as the pair discovers them “in the wild”. You can also sign up for their newsletter via the link in their bio to get first dibs on new arrivals and sales.
Since launching I Can’t Afford This But Maybe She Can in 2020, Wu and Favre have built one of Instagram’s most beloved design communities, now boasting over 324,000 followers and 20 million organic monthly views.
What began as a fun experiment between two friends has become a thriving space that celebrates creativity, beauty, and friendship. The new Bazaar feels like a natural next step. And it’s proof that a brilliant idea, and a bit of hard work, can grow into something tangible and lasting.
Explore the Bazaar and follow their adventures on Instagram: @icantaffordthisbutmaybeshecan.
