Meet the Founders
Our Sholl-Freede Family continually travels to Israel to meet with partners on the ground. We’ve stood shoulder to shoulder with political leaders, journalists, combat units, medical teams, soldiers and the resilient families of hostages affected by the tragic events of October 7, 2023.
We are deeply moved by the raw courage and tenacity we see from so many who will forever endure the effects of this historic tragedy. Our family is galvanized in our commitment to fight for the rights of Jewish people, and to advocate tirelessly for families forever impacted by brutal acts of terrorism.
Each time we leave Israel we feel further emboldened and determined to use the resources of the Sholl-Freede Foundation to educate young people, and enlighten people from all walks of life. We are unwaveringly dedicated to illuminating and eradicating the urgent danger we all face from antisemitism.
Sandy Sholl
Sandy Sholl is the Co-Chair and Co-Founder of the Sholl-Freede Foundation. A distinguished leader in luxury retail, investment, and philanthropy, Sandy is the Chairperson of MadaLuxe Group, a diversified luxury platform she founded in 2010. She has spearheaded two investment funds—MadaLuxe Ventures and SLS Journey—dedicated to pioneering fashion technologies that elevate the luxury retail experience. Further pushing the boundaries of innovation, Sandy is the CEO and Founder of Zelig Technology, an LA-based company at the forefront of AI-powered virtual try-on and styling technology. Her extensive philanthropic leadership spans decades, with notable board roles at Tikva and the World of Children, reflecting her unwavering commitment to global humanitarian impact. Sandy was the driving force responsible for bringing the global success of the World of Children organization under the Sholl-Freede Foundation umbrella.
Adam Freede
Adam Freede is the Co-Chair and Co-Founder of the Sholl-Freede Foundation. A visionary entrepreneur, Adam is the CEO and Founder of MadaLuxe Group, where his leadership has been instrumental in propelling the company’s expansion across a diversified luxury platform. An alumnus of the Goizueta Business School at Emory University, he is also an early stage investor, leveraging his expertise in growth and operational strategy to transform promising start-ups into high-growth enterprises. Beyond his corporate ventures, Adam serves as a board member for organizations spanning circular fashion, consumer packaged goods (CPGs) and philanthropic initiatives. He is also a proud owner and board member of Los Angeles Football Club in Major League Soccer, expanding his impact into the realm of professional sports.
Daniela (Dany) Braga Freede
Daniela (Dany) Braga Freede is a Co-Founder of the Sholl-Freede Foundation. Born in Brazil, she has cultivated a profound dedication to supporting children in need. Attracted by the family traditions and philanthropic values of Judaism, Dany recently converted, deepening her commitment to delivering social impact. A celebrated figure in the fashion industry, she has graced the cover of the most prestigious fashion magazines including Vogue, Elle, Harper’s Bazaar, L’Officiel, Glamour, CR Fashion Book, and V Magazine. Her illustrious career includes walking for iconic fashion houses such as Givenchy, Balmain, Versace, Victoria’s Secret and more. danybraga.com