Crains New York - June 3, 2013 - (Page 25)

INSIDE HELLUVA TOWN Source Coffee Citigroup is seeing an up cycle PAGE 26 Out and About BBQ Block Party: ’Til we meat again PAGE 27 Vote for the tote A new e-commerce site is giving the garment center a boost. Stitch Collective allows shoppers to vote on sketches of accessories submitted by budding designers, with the winner getting produced and put up for sale. Stitch creates 100% of its products at a factory on West 38th Street and Eighth Avenue, according to founder and sole proprietor Loni Edwards, a lawyer turned entrepreneur. Ms. Edwards launched her business nine months ago as a Project Runway for the Web and to give shoppers a say in what they purchase. A one-woman show, she produces locally to cut down on shipping costs and have more control over manufacturing issues. “We’re opening everything up, from choosing what gets made to seeing the process,” she said, noting that she often features behind-the-scenes video of production. Last month, Stitch launched its fourth challenge, which concludes Tuesday. Editors from NYMag.com’s The Cut tasked emerging designers with creating the perfect summer tote—ideal for both work and movies at Bryant Park. Even so, the operation is tiny—previous challenges have sold only dozens of pieces, though hundreds of designers submitted their looks. Prices range from $74 to $465. Now Ms. Edwards is shopping for venture-capital funding. —adrianne pasquarelli Taking it personally Assistants aren’t just for the rich anymore. With workloads increasing, everybody can use a little help IT’S IN THE BAG: Brooke Stone’s firm serves mostly women with careers and children. buck ennis Sibling rivalry is overrated—at least in the McDonnell family, which boasts nine siblings, two of whom are working together in the food business. When Andrew, the youngest, launched Good to Go, he sought some help from big brother Stephen—No. 4 and founder of $200 million Applegate Farms. Andrew’s food-cart venture turned restaurant business exclusively features Applegate’s organic and natural cold cuts, cheeses and sausages, while Applegate provides packaging with its logo, in what he describes as a sponsorship deal. “Applegate is getting branding placement in our restaurants,” said Andrew, “and we are offering a healthier alternative in a quickservice setting.” Good to Go scrapped its Central Park food carts last December—though it operates one at MetLife Stadium during football season—in favor of a 425square-foot fast-food eatery on East 45th Street that opened in February. It also operates a reststop location in Milford, Conn., with another one opening soon in Darien, Conn. Andrew said he continues to look for opportunities to expand. —lisa fickenscher buck ennis Fraternal foodies I BY MIRIAM KREININ SOUCCAR t was about two years ago that Jeannie Blaustein realized she needed help. With her day job as a clinical psychologist, her volunteer post as president of a large Manhattan synagogue and her busy home life raising two teens, tasks like organizing closets and filling out insurance forms were starting to fall through the cracks. ¶ So Ms. Blaustein called Brooke Stone Lifestyle Management and hired a personal assistant to help her for roughly four hours each week. ¶ “I’m a do-it-myself kind of person, so it felt weird to ask for help,” Ms. Blaustein said. “But I have a really busy life now, and it’s been an incredible gift.” ¶ Having a personal assistant used to be a perk for the incredibly wealthy or celebrities—stars like Naomi Campbell are legendary for making life miserable for their help. ¶ Not anymore. With workloads increasing for “regular” people at home and in the office, especially in large, fast-paced cities like New York, a growing number are hiring a helping hand. ¶ The new personal assistant isn’t booking jets to Vail or getting a yacht ready in the south of France. More likely, he or she is picking up groceries and waiting for the Time Warner repairman. An influx of new companies like See ASSISTANTS on Page 26 TO THE RESCUE 75 PERSONAL ASSISTANTS employed by PA for a Day in New York $20 THEIR hourly rate June 3, 2013 | Crain’s New York Business | 25

Table of Contents for the Digital Edition of Crains New York - June 3, 2013

Crains New York - June 3, 2013
IN THE BOROUGHS
IN THE MARKETS
THE INSIDER
BUSINESS PEOPLE
REAL ESTATE DEALS
OPINION
GREG DAVID
FOR THE RECORD
TOP ENTREPRENEURS
CLASSIFIEDS
NEW YORK, NEW YORK
SOURCE COFFEE
OUT AND ABOUT
SNAPS

Crains New York - June 3, 2013