Stefani Greenfield, Founder and Owner
Retail, or even fashion, was never her goal. With a degree in Mass Communication from Tulane University, she was going back home to New York to become a copywriter or a lyricist.
But, despite those aspirations, people couldn't help but constantly note what Stefani Greenfield was wearing. Mixing vintage pieces with the good stuff Grandma Bunny would buy her from the 3 B's (Bergdorf's, Bonwit's, and Bloomingdale's), and anything else from denim to rose cut diamonds, Greenfield would invariably combine uptown chic with downtown cool so effortlessly, enviably, and repeatedly, that she could no longer ignore the constant refrain she kept hearing from friends, acquaintances, even strangers, "Oh, my God! I would die to shop in your closet! Even visionaries can use a break, and Greenfield's came in 1989, when through knowing someone who knew someone, she was hired as an assistant to the Vice President of Donna Karan's new DKNY collection, a clothing line whose instant success literally created the bridge market in retail. After rising, in five years, to head DKNY Jeans, the fastest growing division in the Karan empire at the time, Greenfield moved to ESPRIT where she was Vice President in charge of Merchandising and Design. But, at 27, corporate America started to feel less challenging, and more like something sticking to the heel of Greenfield's Manolos.
So what's a girl who can take pieces from half a dozen collections and put them together fabulously every time to do? How about create a retail sensation? Satisfying millions of knowing shoppers by realizing her dream of "The Ultimate Closet," Greenfield launched SCOOP in 1996 with her partner Uzi Ben Abraham. So trailblazing was their concept of gleaning the best of high and low fashion, ready-to-wear with undiscovered talent, the cleanly tailored with the sensual bohemian, all layered to entice a whip smart urban customer (the one everyone who loves to shop believes he and/or she is), SCOOP became a phenomenon, and now includes 14 stores nationwide.
For all its success and influence (imitators shamelessly abound), SCOOP fueled Greenfield's branding passion. Routinely quoted in fashion and trade publications, featured in magazines and honored in her field, as well as a frequent guest on Today and other television shows where experts are listened to with wide eyes and note pads ready, Greenfield is now beginning another chapter in her career.
With the formation of My Next Act, her consulting company focusing on fashion and entertainment, Greenfield has begun to build and market new brands. Along with partner, Desiree Gruber, Owner & Founder of Full Picture & creator of Project Runway, they launched Curations, a show and clothing line that premiered on HSN in March of 2009 to rave reviews. Greenfield & Gruber have also partnered with model & actress Molly Sims on Grayce by Molly Sims, a jewelry brand with a collection selling exclusively to HSN, and a luxury collection that sells to the most coveted boutiques internationally. Greenfield most recently appeared as a judge on Bravo's new fashion competition series, Launch My Line.
Greenfield is co-founder of Love Heals -The Alison Gertz Foundation for AIDS Education, a board member of Baby Buggy, and is actively involved in OCRF (the Ovarian Cancer Research Fund).
Greenfield is married to financial investor Mitchell Silverman, and they have a three-year-old daughter, Theodora.