A client recently told Tribecan Beckie Klein and Martina Gordon that they started the “Greenwich Runway” — the celebration of casual yet high-style fashion that is the stroll to PS 234 every weekday morning. And in the 15 years since, they have run with that. The pair met decades ago as models, and 2009 they put their talent as stylists to work, creating Beckie+Martina, a personal style and image consulting company. 

Beckie started her career at age 16 in Florida and modeled till she was 36, when she went back to school for journalism and had a second career freelancing for fine art and photography magazines. Martina worked from age 20 until 38, when she started a jewelry line with her sister. They landed in Tribeca at about the same time in the late ’90s, and they had always hoped to start a business together. The Q&A below explains how it happened.

These photos were shot on the streets of Tribeca (obviously) by Martina’s son, Reef Gordon.

Where did you two meet?
Martina: We were both modeling in Paris in the early ’90s and we did a few editorial jobs together, in Mexico and Brazil. In 1993 we were flown to a remote island that they only issue a few permits for — Grazia Italian magazine [that’s a shot from the magazine below] took over the entire island and the one hotel.

Beckie: I will say this was fate. In the modeling world we are often siloed. But Martina and I kept going on these long trips. In that shoot, we had just met but we looked like we had been friends our whole lives.

How did you two get into modeling?
Martina: I was at university in Slovakia and I was scouted there — and it was really something. I was living in a communist country with no access to magazines or to foreign films – nothing. We had one German catalog with patterns for sewing your own clothes. I went to this casting in my Sunday best – big clip-on earrings and a matching necklace. That was the first thing they asked me to do, was to take the jewelry off. I left Slovakia in 1990 and never went back.

Beckie: I was discovered by Ford Models. I was interesting in modeling but I was from a small town in Florida and my mother understood that we didn’t know anything about the modeling world. Ford Models had a Face of the ’90s contest so my mom said, “If Eileen Ford wants you, then we will do it. If not, I don’t want to hear about this again.” I won for Florida and they flew eight girls to New York City and we all signed contracts. My mother insisted I finish high school and I came back to the city at 19.

The photos make it look like a fun life…
Martina: Looking back I think it was fun, but I didn’t really appreciate it at the time. Where I came from, female beauty was not celebrated this way — it was not put on display. And I am an introvert by nature and I had to learn to be more extroverted in front of the camera.

Beckie: The travel was just mind blowing for me. We travelled the world. I filled two passports in three years. And I have to say we came out beautifully unscathed. Maybe it was because we were a little older and we came from solid families. And I guess we were lucky.

How did the idea for the business come about?
Martina: Beckie and I knew we wanted to do something together. We had this natural connection. Plus we are both hardworking and business minded — that was how we approached modeling too, like a business. We had different ideas that we kicked around, but what was in our hearts was connection and beauty and to be surrounded by people.

Beckie: Then one day we looked around and we were surrounded by other young mothers. We knew what it was like to struggle as a woman, where all of your resources are being directed elsewhere and your needs come last. We were not in the diaper trenches — we were on the other side — and we heard women talk about running out to shop, thinking one piece of clothing would solve everything.

Martina: We said to our clients then, take a breath, look at your own closet, learn what works. It came down to more like self care than go out and buy the latest frock. We wanted to understand who they are, what their body is like, what their lifestyle is like. The goal is to make your life easier, not harder.

What are you known for?
Beckie: In the beginning we were 100 percent women, but now we are 50/50 men and women. Our clients are primarily in finance, tech and law. We are kind of the best kept secret in this world of men. It a really amazing and exciting part of our business. Our bread and butter is working with private clients, but we also do workshops with companies on first impressions and branding.

Martina: Men don’t want to say that they hire stylists.

What’s the process?
Beckie: It’s three steps called the Style Reboot. First we do an intake meeting at a client’s home where we get to know them. It’s our number one job to understand the culture from which they come to us for help.

Martina: We have worked with hundreds and hundreds of clients by now, and the fields differ a lot, the companies differ a lot and the jobs differ too.

Beckie: For example a female CEO came to us and we talked about the message she wanted to send and how she wanted to be perceived. She wanted the younger people to identify with her and wanted to look cool in their eyes, but she also needed to look different than them as well.

Martina: Then we go shopping. We make a list based on our vision and we have all the measurements, sizes and budget already in mind so we can curate the shopping experience in advance. When we get in there it’s very efficient. We make sure they have to spend the minimum amount of time with us in the dressing room.

Beckie: Step 3 is super exciting – it’s called the restyle, or the outfit combination session. It’s not what you wear, it’s how you wear it. You can walk out of any of these stores head to toe, but where is the style? We put together 30 to 60 looks with all the clothes we just bought along with a client’s existing clothes. Then we create a shared album that we all have access to with categories and dozens of options.

Martina: Most women wear a new blouse three ways; we give them eight ways. We really stretch the value of their clothes.

Beckie: We have been called style psychologists and closet whisperers.

Who comes to you for this service?
Beckie: We have learned that our business is transactional, transitional or transformational. For example, people will come with a specific need — like a gala. Or they come to us because they have just gotten a divorce or a promotion. Or they want to toss everything and start fresh — maybe they are back in the work force, or lost 40 pounds, or had three babies.

What’s the most satisfying part of what you do?
Beckie: There was a woman who is a single mom, high up in her company and had a 1 year old – she called us saying she was pulling out her hair in the morning trying to figure out what to put on. She sent us a message recently saying she spends 5 minutes getting dressed now and in exchange has two hours with her baby. That’s what motivates us – when we have solved the painful parts of clothing.

Martina: Our business means a lot to us and we love our clients. We have met amazing people. It’s time consuming and demanding. And we can’t delegate. But it’s always fun.

Where do you shop in Tribeca?
Beckie: We love La Garçonne, though it’s a big overwhelming and you have to do some editing. Nili Lotan is a longtime favorite – we love her clothes. That’s our personal sensibility. Less, but better quality. Plus her personal style is great. 180 The Store is really cool.

Martina: We like The Westside too. And we love Lola – she does great jewelry. For guys, there’s The Armoury. We always appreciate when stores retain their staff. That way we can talk in shorthand.

What does the future hold?
Martina: We hope to do more company workshops. We have worked with Google, S&P Global, Deloitte — they have wellness days and we are often a part of that.

Beckie: We are also looking for a way to reach more people. We are expensive on a personal level, so we want to find a way to get our message to a bigger audience. We are privy to what’s stumping people – and we need a product to solve for that.

What didn’t I ask?
Beckie: People always ask us, what’s your style? And we have no particular style that we impose on our clients. And our personal style is not relevant. We can dress every body type, every budget, every concept.