• Sefleuria helps companies adopt decision support systems so that they can scale sustainably. We advise leading brands and retailers on profitable technology strategy that outlasts hype.

  • Founder & Chief Data Officer

    After building revenue-generating algorithms into the marketing system at Ralph Lauren, Jessica Graves launched Sefleuria to tailor data science research to business outcomes in fashion & luxury. She has a background commercializing machine learning technologies at Fast Forward Labs (acquired by Cloudera) and Thread Genius (acquired by Sotheby’s). Following a career ranging from design at Oscar de la Renta to statistical computing at Alvanon for brands like Burberry & Fast Retail, she speaks on Machine Intelligence & Creativity on global stages.

    "Hands down one of the most forward thinking people in fashion technology"

    - Lyst

  • Services: Forecasting

    How can we predict our bestsellers in advance? How do we make more profitable decisions about inventory, and reduce the waste at the end of the year? What software products do we need to support our decision-making process?

     

    We help clients design forecasting systems that chip away at the retail industry's estimated $50 billion per year in unsold inventory. Data-driven predictions often 'mirror the past forward' rather than anticipate how customers change, so we prioritize tools that combine human expertise & machine intelligence. Our goal is to help you empower creatives, not automate them. Big data tools often break when faced with the inventory levels of luxury companies; we bring the strategy to help you adapt.

  • Services: Personalization Strategy

    How can we make our product offering feel personalized when customers expect privacy? What data do we have to improve the customer experience? How do we go beyond premium mediocre retargeting campaigns?

     

    We build data strategies to help you navigate complex landscapes of algorithms, research, software, vendors & internal data sources to build the customer experiences that matter -- and pay you back. Fortune 1000 brands can expect single- to double-digit revenue lifts at minimum by personalizing offerings to clients & customers.

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    "Jessica Graves [Founder of Sefleuria] was part of the architecture design team for our clickstream modernization project. She helped make strategic decisions and provided guidance with tools and products that will ensure successful implementation."

     

    - Ralph Lauren, Director of Customer Intelligence

  • Services: Keynotes and Workshops

    The fashion industry is known for constantly seeking the new. Algorithmic research regularly unlocks new product opportunities. Why do retail innovators claim their employees resist technological change? We help companies get past this paradox by designing & delivering content that empowers creatives to invent the future.

     

    Change begins in the mind, not in the code. We design speaking engagements, workshops & coaching packages to help bridge the gap between top-down digital transformation initiatives and bottoms-up behavioral change from individual talent.

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    Our founder, Jessica Graves has spoken internationally alongside heavy hitters like Google Deepmind & Conde Nast, from corporate innovation retreats to deep learning conference workshops & beyond. She works closely with universities to prepare future design and business leaders how to engage with algorithms. Topics range from keynotes in Mindsets for Creativity & AI to custom tailored material on the business of algorithms.

     

      • On the tension between data privacy and service:

        "Now we can design recommender systems where... instead of going with just the brand attributes, now AI can pick up on what context the user is browsing in. This user can be completely anonymous and you don’t need to have all their data."

      • On using data for sustainable production:

        “Most people assume using lots of data and smart algorithms will improve predictions about what inventory customers will buy, when algorithms are often mirroring the past forward,” she said. “If consumer behavior changes or the market changes, the predictions may end up less relevant and less accurate. How the algorithms allow for serendipity and assumes the customer changes over time will be key.”

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        Bayesian Luxury: The art of decision science in retail & luxury. We'll touch on the reality of what it means to bring machine learning to legacy brands run on gut instinct, and how technology can respect creativity.

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      Website Terms of Use
      Version 1.0
      Last revised on: May 2018
      
      The website located at www.sefleuria.com (the “Site”) is a copyrighted work belonging to Sefleuria, Inc. (“Company”, “us”, “our”, and “we”).  Certain features of the Site may be subject to additional guidelines, terms, or rules, which will be posted on the Site in connection with such features.  Without limitation to the preceding sentence, your submission of information, including personal information, through or in connection with the Site is governed by the terms of our privacy policy as updated from time to time, available by clicking “Privacy Policy”. 
      All such additional terms, guidelines, and rules, including our Privacy Policy, are incorporated by reference into these terms of use (these “Terms”).
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      Access to the Site 
      Certain Restrictions.  The rights granted to you in these Terms are subject to the following restrictions: (a) you shall not license, sell, rent, lease, transfer, assign, distribute, host, or otherwise commercially exploit the Site, whether in whole or in part, or any content displayed on the Site; (b) you shall not modify, make derivative works of, disassemble, reverse compile or reverse engineer any part of the Site; (c) you shall not access the Site in order to build a similar or competitive website, product, or service; and (d) except as expressly stated herein, no part of the Site may be copied, reproduced, distributed, republished, downloaded, displayed, posted or transmitted in any form or by any means.  Unless otherwise indicated, any future release, update, or other addition to functionality or content of the Site shall be subject to these Terms.  All copyright and other proprietary notices on the Site (or on any content displayed on the Site) must be retained on all copies thereof.
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      User Content
      User Content.  “User Content” means any and all information and content that a user submits to, or uses with, the Site.  You are solely responsible for your User Content.  You assume all risks associated with use of your User Content, including any reliance on its accuracy, completeness or usefulness by others, or any disclosure of your User Content that personally identifies you or any third party. 
      Third-Party Links & Ads; Other Users
      Third-Party Links & Ads.  The Site may contain links to third-party websites and services, and/or display advertisements for third parties (collectively, “Third-Party Links & Ads”).  Such Third-Party Links & Ads are not under the control of Company, and Company is not responsible for any Third-Party Links & Ads.  Company provides access to these Third-Party Links & Ads only as a convenience to you, and does not review, approve, monitor, endorse, warrant, or make any representations with respect to Third-Party Links & Ads.  You use all Third-Party Links & Ads at your own risk, and should apply a suitable level of caution and discretion in doing so. When you click on any of the Third-Party Links & Ads, the applicable third party’s terms and policies apply, including the third party’s privacy and data gathering practices.  You should make whatever investigation you feel necessary or appropriate before proceeding with any transaction in connection with such Third-Party Links & Ads.
      Release.  Subject to applicable law, you hereby release and forever discharge the Company (and our officers, employees, agents, successors, and assigns) from, and hereby waive and relinquish, each and every past, present and future dispute, claim, controversy, demand, right, obligation, liability, action and cause of action of every kind and nature, that has arisen or arises directly or indirectly out of, or that relates directly or indirectly to, the Site (including any interactions with, or act or omission of, other Site users or any Third-Party Links & Ads).  
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      Limitation on Liability
      To the maximum extent permitted by law, and subject to the final paragraph in this Section 7, in no event shall Company (or our suppliers) be liable to you or any third party for any lost profits, lost data, costs of procurement of substitute products, or any indirect, consequential, exemplary, incidental, special or punitive damages arising from or relating to these Terms or your use of, or inability to use, the Site, even if Company has been advised of the possibility of such damages.  Access to, and use of, the Site is at your own discretion and risk, and you will be solely responsible for any damage to your device or computer system, or loss of data resulting therefrom.  
      To the maximum extent permitted by law, and subject to the final paragraph in this Section 7, our liability to you for any damages arising from or related to these Terms (for any cause whatsoever and regardless of the form of the action), will at all times be limited to a maximum of fifty pounds sterling (GBP 50). The existence of more than one claim will not enlarge this limit.  You agree that our suppliers will have no liability of any kind arising from or relating to these Terms.
      The exclusions in this Section 7 shall apply to the maximum extent permitted by law, but Company does not exclude liability for death or personal injury caused by its negligence, fraud or fraudulent misrepresentation, or any other liability which may not be excluded by law.
      Governing Law and Jurisdiction. These Terms and any dispute or claim arising out of or in connection with their subject matter or formation (including non-contractual disputes or claims) shall be governed by and construed in accordance with the law of England and Wales.  You agree that the courts of England and Wales shall have exclusive jurisdiction to settle any dispute or claim arising out of or in connection with the subject matter or formation (including non-contractual disputes or claims) of these Terms.
      Copyright/Trademark Information.  Copyright © 2018 Sefleuria, Inc.. All rights reserved.  All trademarks, logos and service marks (“Marks”) displayed on the Site are our property or the property of other third parties. You are not permitted to use these Marks without our prior written consent or the consent of such third party which may own the Marks.
      Contact Information. If you wish to contact us in writing, or if these Terms require you to give notice to us in writing, please contact us at:
      
      110 E 25th Street
      New York, NY 10010
      
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      Sefleuria, Inc.
      
      Privacy Policy
      Last updated: May 2018
      
      This privacy policy (“Policy”) describes how Sefleuria, Inc. and its related companies collect, use and share personal data of users of this website, www.sefleuria.com. 
      
      Please take a moment to read this Policy which explains how we collect, use, disclose and transfer the personal information that you provide to us on our websites or mobile applications, when you visit our site. 
      
      By visiting our site and providing us with your personal data, you acknowledge and agree that your personal data may be processed for the purposes identified in this Policy.
      
      You can find out more about Sefleuria, Inc. and the Terms of Use for using our site by clicking "Terms of Use".
      
      WHO WE ARE & CONTACT INFORMATION
      
      Sefleuria, Inc. is a company with registered offices at 110 E 25th Street, New York, NY 10010 . 
      
      We welcome your comments about this Policy. If you have any questions about how we use your personal data, please do not hesitate to contact us at: 
      110 E 25th Street
      New York, NY 10010 
      
      WHAT WE COLLECT 
      
      We obtain information about you in a range of ways: 
      
      Information You Give Us. 
      
      We collect your name and email address as well as other information you directly give us on our site. In addition, we may also collect personal information from you when you correspond with use (for example, when you send us e-mail communications or letters, or by telephone).
      
      Information Automatically Collected. 
      
      We automatically log information about you and your computer. For example, when visiting our site, we log your computer operating system type, browser type, browser language, the website you visited before browsing to our site, pages you viewed, how long you spent on a page, access times and information about your use of and actions on our site. 
      
      COOKIES 
      
      Our site (like most platforms) uses cookies and other similar technology such as ‘web beacons’. 
      
      What are Cookies? 
      
      Cookies are text files containing small amounts of information which are downloaded to your computer or mobile device when you visit a website or mobile application. Cookies are then sent back to the originating site on each subsequent visit, or to another site that recognises that cookies. You can find out more information about cookies at www.allaboutcookies.org.
      
      Cookies are widely used in order to make sites work, or to work more efficiently, as well as to provide information to the owners of the platform. 
      
      We use cookies to enhance the online experience of our visitors (for example, by remembering your language and/or product preferences) and to better understand how our site is used. Cookies may tell us, for example, whether you have visited our site before or whether you are a new visitor. They can also help to ensure that adverts you see online are more relevant to you and your interests. 
      
      Types of Cookies 
      
      There are two broad categories of cookies: 
      
      First Party Cookies, served directly by [name of business] to your computer or mobile device. They are used only by [name of business] to recognise your computer or mobile device when it revisits our site. 
      
      Third party cookies, which are served by a service provider on our site, and can be used by the service provider to recognise your computer or mobile device when it visits other sites. Third party cookies are most commonly used for platform analytics or advertising purposes. 
      
      Cookies can remain on your computer or mobile device for different periods of time. Some cookies are ‘session cookies’, meaning that they exist only while your browser is open. These are deleted automatically once you close your browser. Other cookies are ‘permanent cookies,’ meaning that they survive after your browser is closed. They can be used by the site to recognise our computer or mobile device when you open your browser and browse the Internet again. 
      
      What cookies do we use? 
      
      Our Site uses the following types of cookies: 
      
      
      Type of cookie
      Purpose 
      
      
      
      
      Analytics Cookies
      These cookies are used to collect information about how visitors use our site.
      The information gathered does not identify any individual visitor and is aggregated. It includes the number of visitors to our site, the sites that referred them to our site and the pages that they visited on our site.
      We use this information to help operate our site more efficiently, to gather broad demographic information and to monitor the level of activity on our site.
      Performance Cookies 
      These cookies collect information about how visitors use the site, so that we can analyse traffic and understand how our visitors use our sites. We use Google Analytics for this purpose. Google Analytics uses its own cookies. These cookies don’t collect information that identify a visitor. All information these cookies collect is aggregated and therefore anonymous. It is only used to improve how the site works. You can find out more information about Google Analytics cookies here: https://developers.google.com/analytics/resources/concepts/gaConceptsCookies 
      You can avoid the use of Google Analytics relating to your use of our site by downloading and installing the browser plugin available via this link: http://tools.google.com/dlpage/gaoptout?hl=en-GB 
      
      
      How to control or delete cookies 
      
      You have the right to choose whether or not to accept cookies and we have explained how you can exercise this right below. However, please note that if you do not accept our cookies, you may experience some inconvenience in your use of our site. 
      
      You can set your cookie preferences by using our cookie consent tool [hyperlink to cookie consent tool] or by changing your browser settings so that cookies from this site cannot be placed on your computer or mobile device. In order to do this, follow the instructions provided by your browser (usually located within the “help” “tools” or “Edit” facility).
      
      Further information about cookies, including how to see what cookies have been set on your computer or mobile device and how to manage and delete them, visit www.allaboutcookies.org and www.youronlinechoices.eu.
      
      
      Pixel Tags
      
      We may also use pixel tags (which are also known as web beacons and clear GIFs) on our site to track the actions of users on our site. Unlike cookies, which are stored on the hard drive of your computer or mobile device by a website, pixel tags are embedded invisibly on webpages. Pixel tags measure the success of our marketing campaigns and compile statistics about usage of the site, so that we can manage our content more effectively. The information we collect using pixel tags is not linked to our users’ personal data.
      
      IP Addresses 
      
      We may collect information about your computer or mobile device, including where available your IP address, operating system, log in times and browser type.  We use this information to better understand how visitors use our site and for internal reporting purposes. We may anonymise and share this information with advertisers, sponsors and/or other businesses. 
      
      USE OF PERSONAL DATA
      
      We use your personal data for the following purposes: 
      to operate, maintain, and improve our sites, products and services;
      to process and deliver the contest entries and rewards;
      to respond to comments and questions and provide customer service; 
      to send information including confirmations, invoices, technical notices, updates, security alerts and support and administrative messages; 
      to communicate about promotions, upcoming events, and other news about products and services offered by us and our selected partners;
      to link or combine user information with other personal data; 
      to protect, investigate, and deter against fraudulent, unauthorized, or illegal activity; and
      to provide and deliver products and services at customers request.
      
      SHARING OF PERSONAL DATA
      
      We do not rent, sell or share personal information about you with other people or non-affiliated companies outside Sefleuria, Inc. 
      
      INTERNATIONAL TRANSFER OF PERSONAL DATA
      
      Your personal data may be collected, processed and/or otherwise transferred outside the European Economic Area and may be processed not only in the country in which it was collected but also in other countries, including the United States, where data protection and privacy laws and regulations may not offer the same level of protection as in other parts of the world. By providing your personal data to us, you consent to such transfer, collection and/or processing in the United States of your personal data, which includes the use of cookies as described in this Policy, which includes the use of cookies as described in this Policy. 
      
      PROTECTING YOUR INFORMATION 
      
      We want you to feel confident about using our site, and we are committed to protecting the personal information we collect. We limit access to personal information about you to employees who reasonably need access to it, to provide products or services to you or in order to do their jobs. We have appropriate technical and organisational physical, electronic, and procedural safeguards to protect the personal information that you provide to us against unauthorised or unlawful processing and against accidental loss, damage or destruction.  
      
      RETENTION PERIOD
      
      We will retain your personal data for the period necessary to fulfil the purposes outlined in this Policy unless a longer retention period is required or permitted by law.
      
      HOW TO EDIT, DELETE OR ACCESS YOUR PERSONAL DATA
      
      You have the right to ask for a copy of any personal information that we hold about you in our records, to correct any inaccuracies and to update any out of date information. You can also ask us not to send you direct marketing communications (however please note that we may continue to send you service related (i.e. non-marketing) communications, such as email updates). If you wish to exercise any of these rights, or wish to object to our use of your personal information, please write to us at the address given above. 
      
      CHILDREN 
      
      This site is not directed at anyone who we know to be under the age of 13, nor do we collect any personal information from anyone who we know to be under the age of 13. If you are under the age of 13, you should not use the platform and should not submit any personal information to us. 
      
      CHANGES TO THIS POLICY 
      
      From time to time we may change this Policy. If we make any changes, we will change the Last Updated date above. If you do not agree to these changes, please do not continue to use our site. If material changes are made to this Policy, we will notify you by email or by placing a prominent notice on the site.