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Gray & Farrar Appoints New MD

 

Mayfair-based matchmaking consultancy Gray & Farrar has announced the appointment of Kalina Boyadjiew as its first managing director.

 

The consultancy leads with a policy of “No apps, algorithms or data matches” instead opting for a more personal bespoke service to its wealthy clients.

In a bid to boost global expansion of the family-owned British brand Kalina Boyadjiew brings a background of real estate and lifestyle industry experience to the role from luxury operators including the Four Seasons Hotel, Residences and Private Members Club and renowned developer Candy & Candy where she oversaw the sales programme and service delivery of One Hyde Park.

She also makes a debut as the first non-family member to join the business at managerial level from its discreet headquarters in a Mayfair townhouse in London.

Gray & Farrar was established by Virginia Sweetingham in 2005 and boasts over 40 years of collective expertise under the Sweetinghams.

Kalina Boyadjiew said: “Matchmaking is undergoing a seismic evolution as society falls out of love with the impersonal, random and casual nature of dating websites and apps, and further embraces the concierge culture which dictates that one must appoint an expert to ensure that every facet of life runs seamlessly. Gray & Farrar is leading that charge, combining a global outlook with bespoke client service, tailored to fulfil the needs and demands of the most discerning HNWIs.

“My experience in international luxury offers the ultimate background to guide Gray & Farrar through its next period of expansion, both domestically and across the globe, identifying strategically selected opportunities and partnerships along the way.”

Virginia Sweetingham added: “It is fantastic to have Kalina on board at Gray & Farrar. Her global experience is just what the business needs to build on its incredibly strong foundations, and to realise its global potential. We are looking forward to applying the knowledge and experience Kalina brings with her which, together with our unrivalled knowledge of matchmaking, will ensure that Gray & Farrar continues to offer the best possible service to its clients whilst becoming recognised as the world leader in its field.”

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