OpenSky, an e-commerce site on which users receive product recommendations from celebrities, cognoscenti, and gurus of all brands, has raised $30 million. The company is six months old, has offices on the West Coast and in Nashville, and has now raised a total of $49 million over three funding rounds.

The site has 600,000 members who “follow,” in a way familiar to Twitter users, personalities like celebrity chef Bobby Flay. When Flay promotes a product, his followers are alerted. “This feels like such a modern way to shop, compared to the search box,” said company CEO John Caplan. “There’s not a lot of soul in online shopping. We are putting the soul back into shopping.”

Caplan, who was formerly president of About.com, said the company’s new capital will be directed to growing the site and adding new experts for shoppers to follow.

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