The making of Lost & Found by J Friedman is very much a New York story even though the concept for the company was crystallized in Bali.
Jenny and Jessica Friedman, who share the same last name but are of no relation, first met in 2006, when Jessica Friedman, who was then working as a real estate broker, helped Jenny Friedman find a New York City apartment. The pair became friendly and even took a trip to the Bahamas together. While Jessica Friedman, a Thunderbird School of Management graduate, went on to work in marketing and advertising, her friend built a career in fashion at Akris, Carolina Herrera and Jimmy Choo. Last April she left Jimmy Choo as the U.S. public relations director.
Over the years the two women randomly ran into each other in Montauk, New York City and even once in Tulum where each was surprised to find they had been soaking up the sun side-by-side. At that point, Jessica Friedman was living in Los Angeles and they hadn’t seen each other in a few years. “We were always so excited to see one another but we were never actually making plans to get together,” Friedman said. Last August she
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