NEW YORK — Sha Sha Boyd has joined Badgley Mischka as senior vice president of sales and marketing, a new post.
Boyd, who is responsible for wholesale and retail businesses, licensing, marketing and public relations, will be an intermediary between Mark Badgley and James Mischka and the individual departments.
“It frees us up to concentrate even more on the product,” Mischka said.
“She will be bringing another level of management expertise to the company and provide a solid footing for our expansion plans,” added Badgley in a statement.
A favorite among celebrities for their evening gowns, Badgley Mischka opened its first store on Rodeo Drive in Beverly Hills last fall. The firm had a wholesale volume of about $30 million last year.
Prior to her appointment at Badgley Mischka, which began Tuesday, Boyd was chief executive North America for Trussardi. She also held several posts at Adrienne Vittadini, including vice president of licensing and merchandising and director of retail sales.
For 12 years prior to that, Boyd worked at Saks Fifth Avenue.