Hidden Gems: Meet Gabriella Santaniello of A-Line Partners

Today we’d like to introduce you to Gabriella Santaniello

Hi Gabriella, please kick things off for us with an introduction to yourself and your story.
I started in the fashion industry, at first as an assistant to the president (hello Devil Wears Prada!) and the in sales for companies like Natori, Nautica and Ralph Lauren. At Ralph Lauren, my most recent fashion industry position, I managed Macy’s department stores (from Texas to Guam) and Duty Free shops. At the time, I lived in San Francisco and wanted to move back to Los Angeles and transferring was not an option. So, I left Ralph Lauren, moved to Los Angeles, and started consulting part-time while I did some soul searching and explored various opportunities. In the meantime, a friend of mine worked at a brokerage firm that was known for its consumer team, and he mentioned that they were looking to hire recent college graduates to go to the malls to collect data, and if I had any advice for them. We used to go to dinner every week at a local sushi restaurant, so we’d discuss how they should set up a channel checking program when finally, my friend told me that he gave his boos my number and I should expect a call. His boss, the Director of research called, and I was hired to set up and manage the program for them and get my licenses (Series 7, 86 & 87) so I could speak with Hedge Fund and Mutual Fund managers and analysts. After building a following for six years, I was at a trade show when a client mentioned to me that he’d support me if I decided to go out on my own. The hours are crazy when you work in finance on the West Coast, so the idea of not waking up at 3:30am was appealing to say the least! I entrusted a few clients with my plans, and they helped me navigate the complexities with being an independent research provider, and after a year I launched A-Line Partners and have never looked back.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
I’m actually glad that I was somewhat naive when I decided to go out on my own because I’m not sure I would have if I had known all the hurdles I’d have to overcome. The main hurdle was compliance because clients need that sense of security in knowing they’re not receiving any material non-public information (MNPI) that could land them in trouble with the SEC. When you work at a brokerage firm, they have an in-house compliance department so everything you write goes through a rigorous compliance process. When you’re on your own, you can put together your own compliance policies but that still doesn’t guarantee the information is all above board. So, I launched and immediately signed five clients but then hit a wall. I traveled to a conference where I lurked in the hallways (didn’t have the money to actually pay to attend) to interact with former clients and sell my product but they kept denying me, telling me that I needed to have a better compliance process. When I got back, I reached out to everyone I knew asking if there was a company that would hold my licenses kind of like a real estate brokerage firm. After two months, I casually asked a trader at a relatively small firm if he knew of anyone, and it turns out he knew the exact person I should be talking to. So, he put us in touch and after the interview process, they brought me on board. So, they hold my licenses and have a compliance team that supports my research.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
A-Line Partners is a retail research firm that provides services to Hedge Funds and Mutual Funds as part of their mosaic investment process, and retailers and brands on product launches, consumer feedback and the competitive landscape. We also provide services to mid-size international retailers and brands who are looking to expand in the U.S.

Our methodology is what sets us apart. We have a team of 12 Retail Specialists who make consistent and frequent store visits within their own markets, so they can establish a baseline. These consistent and frequent visits allow us to become familiar with the nuances of a brand, its positioning in the market, and where it fits in culturally which enables us to identify subtle distinctions and underlying changes. This data is then aggregated and interpreted for our weekly and trend reports, and bespoke projects.

At A-Line Partners, we provide a personalized experience and really get to know our clients and understand their needs. I have been to almost every mall in the U.S. and the Retail Specialists have a deep understanding of their respective markets, so our team is equipped with the tools to ensure our clients’ success.

Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
I’d like to mention the client who told me he’d support me if I went out on my own. It’s funny because he casually mentioned it while we were eating lunch on a random bench in the hallway at the MAGIC tradeshow in August 2013. Soon after that, he put me in touch with compliance officers at some large hedge funds that are particularly strict when it comes to compliance, and they took my call because of his referral. After a year of due diligence, I launched my firm, and he was my first client to sign up.

Contact Info:

• Website: https://alinepartners.com
• Instagram: alinepartners

Image Credits
Citrus Studios (first picture)