Fresh Capital

Soraya Returns! Here’s Her Name on a $1.35 M. SEC Filing for a New Startup

Is it ecommerce? Is it social? Time will tell.
Ms. Darabi.

Ms. Darabi.

Looks like Foodspotting cofounder and roaming angel investor Soraya Darabi is back! She’s been working on something stealth, but it seems that bane of the startup world (paperwork!) has now tipped her hand. A Form D for a company called Zady, which has raised a $1,350,000 round of financing, has appeared with Ms. Darabi’s name on it.

Unfortunately, there’s precious little detail about the company itself. The Form D requires you select an industry, but the team has chosen “other.” There’s a website, but it’s little more than a placeholder that gives off a faint whiff of ecommerce. A womenswear-themed Pinterest account was promptly deleted when we emailed the cofounders for comment, but it hadn’t posted for months.

The current placeholder homepage of Zady.com. (Photo: Screencap)

The current placeholder homepage of Zady.com. (Photo: Screencap)

Locals have been wondering what Ms. Darabi, who made a name for herself getting Nick Kristof (and the rest of the New York Times) more Twitter followers, might be up to. She stepped away from her daily duties as Foodspotting evangelist in chief all the way back in August 2011. Since then she’s taken on a slew of advisory roles at companies from Contently to the new New Republic and given plenty of talks to the digerati, but the peripatetic Ms. Darabi has remained stealth about “the next hot thing.”

The other woman listed on the Form D, Maxine Kaye, describes herself as the cofounder of a new, unnamed company on her LinkedIn profile. She’s also listed as the cofounder of The Bootstrap Project, a non-profit social enterprise site. Ms. Darabi has tweeted about being a board member of the company and posted about the startup’s December party at the Wooly on her Tumblr.

Ms. Darabi declined to comment, and Ms. Kaye did not return requests for comment.

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