By John Ostapkovich

PHILADELPHIA (CBS) – Investors are always looking for that special edge and a California firm hopes it has found one: you.

It’s called Motif Investing and it’s not your father’s sector fund, says founder Hardeep Wailia.

Sure, elsewhere you can invest in energy stocks or precious metals, but here, “Our motifs are built around everyday ideas, so if you’re interested in healthy foods, there is no sector fund for healthy foods. You know, you ask yourself the question, do women make better CEO’s, we have a motif for women CEOs. We have a motif for pretty much a lot of interesting ideas,” explains Wailia.

Like Biotech Breakthroughs, Discount Nation and All-American, a motif contains 20 to 30 stocks in that theme but you only buy the ones you want.

Wailia says they add a new motif every week or two. One of the most popular has been Facebook Likes, which is a motif of firms Facebook users “like” most.