JULIANNA MELAMED FREID AT THE HAVEN ROOFTOP IN THE SANCTUARY HOTEL AT 132 WEST 47TH STREET IN TIMES SQUARE, NEW YORK CITY

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S O C I E T Y — P A R T Y B E S T O F — E V E N T S

One of the benefits of privilege or success in a capitalistic soci-ety is the means to seek out those who are the very best, the

most skillfully and creatively adept at their chosen craft to perform services, create experiences, or build things of unrivaled quality and character for us. Whether we are flush with superfluous currency or operate on a much tighter budget, it is no doubt one of the finer pleasures in life to have the opportunity to treat oneself to the very best there is in life.

The work of artisans can seemingly flow so easily from their fingertips; yet, they can often leave one baffled, mesmerized, and beyond appreciative of the sheer human talent that exists in this universe.

It’s often been said that the average man or woman simply wants to be understood and appreciated for who they are. The artisan goes beyond giving us what we ordered; he or she routinely eclipses our expectations by creating a memory, experience, or a look that in essence gives their patrons a piece of that artistan to take with them, and thereby, in effect, showing the greatest level of understanding for us, giving us more than what we simply need.

When we take our work up to artisan level, regardless of what the going rate is for said service or piece of work, it is up to the recipi-ent to reward the character and quality of what has been delivered or being received above the price being charged. Tipping is one way to illustrate that sometimes we simply just ought to pay more for what we get. Consider playing it forward and being an angel investor in supporting the flourishing of artisanry. And maybe that level of quality and character will grow and expand. Yes, we ought all to take greater pride in our work but sometimes, too, folks who take greater pride in the work and execute consistently are undercompensated.

There is nothing like getting a great haircut or having an imper-fect smile fixed. You know the kind: the kind that makes you feel like a rock star when you are sitting in that chair imagining you are even finer than you truly are. And, yes, the kind which week after week seems to grow in artfully and strategically.

Vidal Sassoon famously stated that “If you don’t look good, we don’t look good.” While attending Boston University on scholar-ship, financial aid, and work study, the last place I ever expected to be getting haircuts was at Vidal Sassoon from anyone associated with that guy on television. But there I was one summer vacation

on Fifth Avenue in the GM Building Plaza courtesy of my then girlfriend Lisa Weinstein’s mother, who in effect treated me for all the time I spent treating her daughter on my work study budget. Or maybe they just knew I could look better than I actually did. Anyway, I did not resist and in my early 20s I experienced the magic. Years later another girlfriend took me away from my local barber-shop to Frederic Fekkai, perhaps for the very same reasons. There are worse things than doting girlfriends who wanted me to look better than I did.

The confidence of a great haircut is transformative. You damn well know you look good when you leave that chair and walk out of the salon.

VALERY JOSEPH: THE ARCHITECTURE OF STYLEA few years ago, in the midst of taking

photos of some female socialites who hap-pened to have rather spectacular looking hairstyles, I rather conveniently met Revi Joseph, the wife of Valery Joseph, the styl-ist who created all their styles. At the time, I was In the midst of my own mid-life cri-sis, having had some disturbing news on the health front. Yet, I still had this head of hair that would grow. I wanted to have that youthful feel of longer hair, the way I did in the 1970s and early ’80s. Society had become more flexible and it was increasingly less required to have short hair in the professional world.

Valery Joseph has become Manhattan society’s stylist to the bold and the beautiful, the uber-elite, and those aspiring to be. While Valery has been in New York for more than 20 years, with a significant presence that started in the heart of the Upper East Side on Madison Avenue, his business has expanded organically by the sheer force of his salon’s reputation for consistently pro-viding a high level of quality, hospitality, customer care, and a unique beautifying style that incorporates Valery Joseph’s never ending learning curve from traversing the world of fashion and media throughout the globe.

Valery and his team of extraordinarily talented stylists succeed everywhere there is a demanding and discerning clientele. He has

By Christopher London

with photos By GreGory partanio and ManhattansoCiety.CoM

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three salons on the Upper East Side, one on Central Park West, and one in Bridgehampton. It is not just Val’s salon presence that is expanding, so are his products. His line of Long by Valery Jo-seph shampoos and conditioners are in his salons and online at valeryjoseph.com and net-a-porter.com

Valery Joseph Salon is a salon like no other that I have ever vis-ited in my life time. It is exceedingly well run, meticulously clean, and the customer service is beyond impeccable. At Valery Joseph, they anticipate your every need, routinely provide excellent cus-tomer service without being annoying. The environment is suitably upscale yet comfortable. It never shocks me whose hair might be getting cut before or after mine, including women from the most prominent New York families to newsmakers, business moguls, and the fashionable elite.

Valery Joseph’s success would seem to emanate from several fac-tors. The tall, athletic, model-like Russian-born hairstylist got his start after he emigrated with his family to Israel. Valery grew up in a loving home that taught him the value of education and the impor-tance of listening, respect, caring for others, and friendship. It was in Israel where he first got a degree in architecture. When he was a soldier in the tank division of the Israeli Army, an injury forced him to attend hairdressing school. He started cutting hair for male and female soldiers at an army base salon. Valery learned a valuable lesson at the army base salon: “The army thought me the value of building relationships based on trust, responsibility and loyalty.” It is this type of relationship that Val forged with his clients early in

his career. Many of his clients have become his friends.Valery’s sources of inspiration are Vidal Sassoon, Frank Gehry,

and Tom Ford: I believe in free-style haircuts and looks. I cut very soft-

ly. My inspiration drives from street fashion of the ’70s and ’80s bohemian chic, in part which I still incorporate in my haircuts today. Tom Ford with Gucci late ’80s to mid ’90s created this beautiful sexy elegant bohemian chic with his fashion. He inspired the whole industry and me personally. Given my background in architecture, when I was learning my trade and establishing my professional reputation, Vidal Sassoon inspired me when he created geometric angles for the structured bob haircut. From that I began to think differently and creatively, drawing upon my architectural background, it really drew my attention to create the right foundation for my clients regardless of their hair length — the rest is soft layers with soft finishes and touches. When I think of movements, I think of the architect Frank Gehry and the 76-story skyscraper known as 8 Spruce Street, originally known as the Beekman Tower that gives a look of movement even at rest.

Valery Joseph’s artisanry not only emanates from his family, the Israeli military, the highest levels of international fashion and style but also from creating in his work environment a loving, family at-mosphere where the learning curve and passion for learning how to serve his clientele never ends.

ANNIE FALK: HUMANIST & LIFE STYLIST

Annie Falk is so many things, including someone I have had the pleasure to get to know and observe over the last decade. It is hard to pick one adjective or superlative to describe this renaissance woman, entrepreneur, wife, mother, hostess, philanthropist, and author of Hamptons Entertaining and Palm Beach Entertaining. But if she is someone you get used to encountering in life, she will undoubtedly be someone you come to miss if you do not see her for too long.

From a lifetime of entertaining at the highest levels of society among discerning and influential people in Palm Beach, the Hamp-tons, and New York, Annie shares her curated collection of perfect party recipes, entertaining tips, and portraits of exquisite table settings, lush floral arrangements, dreamy gardens, and elaborately decorated homes. While the book focus has been on tabletops, recipes, and some of the bold-faced names featured in the book, the author Mau-reen Sherry, said it most eloquently: “It’s a book about entertaining with the key ingredients really being friends, family, and sustainability.”

True to form, Annie Falk has donated all of the net proceeds from Palm Beach Entertaining to the Children’s Home Society of Florida and her new book, Hamptons Entertaining, benefits the PeconicBaykeeper, whose conservation and management initiatives not only help preserve the vitality and health of our waterways but also address the question of how we can all help heal the damage we’ve done. Now more than ever, the challenges from pollution and over population on the East End are being felt in symbolic and sig-nificant ways that can no longer be ignored.

Founded to solidify a strong multi-generational commitment to community service and philanthropy, The Michael and Annie Falk Foundation is dedicated to improving the lives of children and to preserving our environment by protecting animals and conserving natural resources. The foundation also supports and funds non-profit organizations responding to environmental emergencies that adversely affect families and negatively impact the environment.

The woman I consider a comfortable perfectionist, with a knack for creating a Zen-like atmosphere in all that she does, gives a rather straightforward and earnest rationale for entertaining: “I entertain to spend time with people I care about and find interesting; I want my guests to enjoy a memorable, enriching visit so that they’ll return when I invite them again.”

Annie’s love and commitment to the success of a project is un-wavering and is reflected in every prescription that she offers to en-hance the mood, vibrancy, and glorious nature of any type of event, big or small. Her attention to detail enhances intimacy and gives the feeling to your guests that you have truly concerned yourself with their fulfillment at your gathering.

But Annie offers some qualification: I wasn’t always a comfortable perfectionis,t and like so

many hostesses I’d work myself into a tizzy trying to get it all right. I quickly realized that the more relaxed I was, the more relaxed and at home my guests felt. Meticulous plan-ning behind the scenes is a must and while anticipating every circumstance may not be possible (I’ve seen some very un-predictable things happen), keeping things in perspective is. Learn to laugh at yourself! What is within your control is to anticipate your guests’ needs and to do your best to insure they feel well taken care of. Being mindful of dietary prefer-ences, offer a wrap on a cold evening, or a foot bath and fresh towels after a beach party. These extra efforts will put your guests at ease and assure them you have given thought-ful consideration to their comfort and value their presence.

Annie believes that “having balance in life, no matter what you do, will most certainly carry over to all you do. I meditate often, practice yoga a couple of times per week and recently returned to SoulCycle, among other things.”

Very few people can teach you a whole lot in the character and integrity of how they carry themselves and how they choose to love and be a source of inspiration for their family, friends, community, and country. Annie Falk is one of those quietly heroic people who remind you of those of the greatest generation: people who were so frankly better than they would ever tell you they were but who nev-ertheless illustrated regularly a commitment to being a better version of themselves tomorrow than they were yesterday. Annie’s gift is at how to express and illustrate love in all that you do by tying together her passion for entertaining and philanthropy. Her books, charitable giving, and commit-ment to her com-munity and this country make her a model citizen as well as a thoughtful re-source on entertaining and sustainable living.

For more informa-tion visit anniefalk.com or thefalkfoundation.org

“Giving of one-self is the great-est gift you can offer humanity.”

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JULIANNA MELAMED-FREID: CREATING MAGIC & FACILITATING DREAMS

Julianna Melamed-Fried — a Fort Lee, New Jersey–born, Eng-lish–literature major at Montclair State University — had initially been considering a legal career after graduating from college when a chance meeting resulted in her starting as the P.A. to Hank Fried, the CEO of Impulsive Group and one of the more intuitive and creative entrepreneurs in the New York hospitality industry. The boutique luxury hotelier had his famed Sanctuary Hotel in the heart of Times Square named International Hotel of the Year at the European Hos-pitality Awards in 2011, only six months after it opened.

Once Julianna recognized her passion and that her future was in the hospitality industry, she left Sanctuary and went to work at Luxury Attaché, a high-end concierge service. After a great learning experience honing a passion for providing an elite global clientele world class service, Hank, her then boyfriend and now husband, of-fered her what she calls, “the opportunity of a lifetime” to create the events and marketing department at the Sanctuary Hotel. Julianna thrived in that role, fully capitalizing on the Hotel’s elegant and ur-bane atmosphere and the burgeoning renaissance of Times Square.

As the director of events and marketing at the Sanctuary Hotel, Julianna’s passion for creating and organizing successful events flour-ished. She came to love all aspects of event production:

I realized that this is what I was meant to do. I love all aspects of throwing an event from the beginning stages of

site-tours and contracting to event production and break-down, and I’ve even been known to dive into the kitchen as a line cook or server when needed! I realized that as the volume and depth of the events grew, so did my passion for planning them.

After six years, proud of her accomplishments, she was ready for a new challenge. Julianna was given an amazing opportunity by John McDonald, the CEO of Mercer Street Hospitality Group, to cen-tralize the events and marketing department at his company. In the summer of 2016, with this extraordinary experience under her belt, Julianna felt ready to go out on her own so that she can use her inge-nuity, creativity and experience to manifest her own dream: the art of planning the perfect event.

I approach a challenge as an exciting opportunity to use my creativity and problem solving skills to create magic. The success of an event is greatly measured by the mem-ories it creates for both the host and their guests. I am driven to produce unique and personalized parties that leave a lasting impression and capture a moment in time for everyone in attendance.

Julianna’s artisanry as an event planner is in part that she under-stands her role is to create magic. It is also, however, part and parcel of the life that she has come to lead. “I love this work so much that today, I consider my role as an event planner part of my identity.” It is truly rare to get someone with the combination of skills, work ethic, experience, creativity, discipline. and discerning taste of Mrs. Melamed-Freid. You see, Julianna is not just a bon vivant herself, but she is a student of and immersed in the lifestyle. Julianna lives the life that you want to lead but she also has a fabulously strong work ethic from years in the hospitality industry and is thus indubitably aware of the relatively high expectations of those who have a multitude of choices and the disposable income to indulge. What she brings is overwhelming ability, relentless drive, and a passion to execute.

I am confident that I can deliver the perfect party no matter the circumstances. I am highly skilled and experienced in the art of throwing a successful event for people with discerning taste. I understand the jet-setter’s expectations because I have the same ones for my own events. I have been extremely fortunate to have traveled to some of the most beautiful and exclusive destinations in the world and, therefore, I have learned and experienced firsthand the level of service and quality of goods from the most elite hotels and restaurants that exist. From lavish parties in the South of France to the exotic jungle of Rich-ard Branson’s Necker Island, I am constantly inspired by my travels and experiences and this inspiration always ends up in my work. If a client were to tell me they wanted to throw a wedding on a private island, or a birthday in Ibiza, I would have a plethora of choices for them based on my own experiences rather than that of a travel guide.

If you meet Julianna, you will find someone poised, charming,

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earnest and incredibly real, but you will also get someone who has likely already seen your dream, perhaps even helped style some of the magical cocktails served in your dream, or that she served you herself behind the bar in Heaven or the Haven Rooftop (at the Sanc-tuary Hotel) with a twitch of her nose or in the blink of an eye. If that is not artisanry, I do not know what is.

Julianna Melamed-Freid is the founder and president of Impulsive Events. julianna@impulsiveevents.com 201.674.0670

DR. ARISTIDES ROTSOS: DENTAL ARTISTRY Aristides Rotsos, DDS, the founder of New York Dental, cos-

metic and implant dentistry located in Astoria, Queens, is one of the true finds in advanced cosmetic dentistry in the New York tri-state area. Dr. Rotsos is a graduate of Tufts University Dental School, in Massachusetts.

New York Dental is a state-of-the-art dental practice established in January of 2003 with cosmetic and implant dentistry as two of its fo-cal points. The practice is at the forefront of new technology and of-fers a wide range of non-metal restorative options for patients who shun dental amalgam fillings or the use of any metal in their mouth.

While Dr. Rotsos and New York Dental employ the most modern methods in dentistry, as a patient one has the sense that he embodies the deliberate process and meticulousness of Old World European craftsmanship and there is a passion and love of his profession or craft that transcends simply wanting to do a good job, but to change the life of the patient. After all, a smile is a powerful thing and many folks with and less than perfect teeth are not always keen to show them. Dr. Rotsos describe his defining moment as follows:

I was born in Athens, Greece. My family emigrated to South Africa when I was at the age of three. I was 11 years old when we returned back to Greece and after high school, I opted to come to the States for college. Till this day, it has proven to be one of the best decisions I’ve made.

In 1987, I came to the United States with one of my child-hood friends who always wanted to be a dentist. I was more interested in computers at the time, as Microsoft was start-ing to become popular with its Windows operating system. One day during our sophomore year, we happened to look at some dental magazines my friend had borrowed from a pre-dent student. The images were impressive and I im-mediately realized the positive impact a dentist can have in people’s lives. That was my defining moment. I knew then that I wanted to become a cosmetic dentist.”

Dr. Rotsos is still mesmerized by the teachings of Aristotle and Plato. Likewise cornerstone values of ethicality, morality, and honesty, which formed the foundation of his youth, have helped in the evolu-tion of his personal and professional life in the United States.

He remains undaunted by new challenges. Instead, he sees them as exciting developments that are taking place in the dental profession, and have the potential to impact every restorative- based dental prac-tice now and into the future.

Today, newly developed materials and techniques allow for minimally invasive dental treatments while optimiz-ing long-term results. From new FDA-cleared lasers, to CAD/CAM systems providing same-day restorations and some of the most life-like materials I’ve seen in my 20 years of practicing, we have reached the pinnacle of ef-ficiency and patient comfort.

Dr. Rotsos reminds us of the critical importance of preventative care. The mouth is a precursor to many chronic cardiovas-

cular circulatory and other ailments. Many studies have concluded that early stages of gum and bone disease can put you at risk elsewhere in the body. The same bacteria that overtake the mouth causing inflammation and disease, travel in the bloodstream causing damage in other tissues like the blood vessels and the heart. Oral health is indeed a window to your overall health.

Dr. Rotsos holistic outlook on the maintenance of dental health as a key to greater overall health is likely, in part, a result of his life partnership with wife, Mary Zotos, MS, RD, who has a Masters from Columbia University and is a registered dietitian. She has been a great source of input on formulating proper dietary prescriptions to for-tify dental health.

What many outside of Manhattan may not know is that Astoria, with its own burgeoning middle and upper middle class and a rather discerning citizenry, is not just a haven for great Greek cuisine. but is also increasingly a locale for some of New York City’s top physicians and dentists. In that realm Dr. Aristides Rotsos is a standout.

Dr. Aristides Rotsos23-02 29th StreetAstorianewyorkdentalastoria.com718.932.6666

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