Sandy Richman, President, founded Directives West in 1982 as a response to the growing need for expert advice and guidance on the West Coast market. Leading a team of industry insiders to present a customized fashion point of view in all major areas of women's, men's and children's apparel and accessories, Sandy continues to oversee and guide the analysis of  West Coast lifestyle and market trends for our clients.

Shelda Hartwell-Hale, vice president, currently leads the day-to-day operations of Directives West, a West Coast merchandising division of The Doneger Group. She is responsible for developing and presenting a customized fashion point of view on West Coast lifestyle and market trends. Shelda has more than 20 years of experience analyzing the L.A. retail and wholesale markets.