Who

Since opening the first branch of Scoop at age 28, Greenfield has energetically climbed her way to the top of New York's fashion—and social—food chain.

Backstory

After working as a sales manager at Donna Karan and then losing a job at Esprit, Greenfield came up with the idea for Scoop in 1996 while rollerblading in Union Square. Her vision: a boutique with a mix of designers, what she described as "the ultimate closet." She quickly teamed up with a partner, Uzi Ben-Abraham (they sealed the deal over dinner at Raoul's in SoHo) and five months later, in April 1996, their first store opened on Broadway. Scoop quickly earned a reputation for stocking hot designers like Daryl K, Katayone Adeli, and Diane von Furstenberg, and Greenfield and Ben-Abraham have since gone on to open 10 more stores, from the Hamptons to Mykonos. In January 2007, Mega Scoop, a 10,000 square foot shopping mecca selling men's, women's, kids, accessories, jewelry and fragrance, opened at 475 Broadway. The original store at 532 Broadway is now a discount outlet called Scoop It Up.

Of note

Greenfield's managed to parlay her retail success into television fame. She's a regular fashion pundit on The Today Show, and in May 2007 she launched a show on the Home Shopping Network. In her "Scoop Style" segments, Greenfield hawks her own Scoop NYC label designs as well as clothes by Alice + Olivia and Kors by Michael Kors. A new store called Scoop Beauty, "the ultimate beauty store," is coming soon.

Grudge

There's a longstanding rivalry between Greenfield's chain and Khajak Keledjian's Intermix. Both offer similar merchandise and have stores yards from one another. But although Intermix predates Scoop by three years, Scoop has managed to attract more media attention in recent years.

Personal

Greenfield is married to Mitchell Silverman, the founder of a financial firm called Prime Executions Inc. In 2007, they had their first child, a daughter named Theodora Suki. They live in Midtown and have a weekend home in East Hampton. They spend summers in Greece.