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Meet the team


Frederique van der Wal, Founder and Chief Creative Officer

Frederique van der Wal is the Founder and Chief Creative Officer of Frederique’s Choice, a lifestyle e-commerce and content brand centered around all things flowers. As one of the most recognized faces in the modeling world, she has taken her phenomenal global success in fashion and beauty and translated it into a career that spans the worlds of fashion, film, television and business.

Frederique van der Wal has appeared on the covers of beauty and fashion magazines worldwide, including Vogue and Cosmopolitan; in prestigious campaigns including Revlon, Guess?, MCI and Victoria’s Secret, and has been profiled in such varied magazines as Forbes and InStyle.

In 2005 Frederique’s native Holland bestowed the great distinction of naming a lily in her honor. The Frederique’s Choice Lily was unveiled at a ceremony in Amsterdam, and inspired her to develop, produce and host a television program called “The Invisible Journey” with the Discovery Channel, which traced the route a flower travels from the growing fields of Africa through the markets and auction houses in the Netherlands to a special event in New York City.

“The Invisible Journey” led Frederique to create a lifestyle brand within the flower industry, Frederique’s Choice ( Flowers have always played an inspirational role in Frederique’s life. Since its launch in Europe, Frederique’s Choice has been featured internationally to great acclaim.

Frederique has also been recognized as a skilled entrepreneur—as a guest lecturer at Harvard University, and in 2011 the recipient of the Marie Claire Entrepreneur of the Year Award.

She has produced and hosted numerous television shows for multiple broadcast and cable networks, including CNN, TLC ,E! network, Scripps, ABC and Discovery Network. She is now in pre-production with AETN’s newest network FYI for a 10-episode TV series that uses flowers as a vehicle for home transformations, which she will host and executive produce.

Frederique's favorite flowers are Lilies.

Heidi J. Diamond, Chief Executive Officer

Heidi Diamond is Chief Executive Officer of Frederique’s Choice, a lifestyle e-commerce and content brand centered around all things flowers. Diamond works with Frederique van der Wal, founder of Frederique’s Choice, as the brand makes its U.S. debut.

For the past several years she has served as an active board member and consultant, contributing to business planning, strategy, revenue growth, marketing, organizational development and branding, for companies within and beyond the media realm.

A leader who launches, transforms, invents and re-invents brands, Diamond has been nationally recognized as an award-winning brand builder.

Diamond served as the president, television for Martha Stewart Living Omnimedia, where she controlled the P&L and a $36MM operating budget. She was successful in taking the division from a -$10MM deficit to a +$50MM revenue gain in just one year by incorporating new global distribution strategies, emphasizing growth in ancillary products, reengineering strategic business plans, making revenue-generating strategic alliances, and launching targeted programming initiatives.

Before joining MSLO, Diamond served as executive vice president of AMC Networks, overseeing strategic network planning and development, general management and advertising sales for the company’s AMC and WE: Women’s Entertainment cable networks. During Diamond’s tenure, both networks exceeded ratings and revenue targets. In the late ’90s, Diamond served as senior vice president of network planning and development as well as marketing, merchandising and business development for Scripps’ Food Network. Prior, she was vice president at Nickelodeon, where her main focus was international and national marketing.

Currently, Diamond serves as adjunct professor teaching graduate-level courses in Global Marketing. She is a board adviser for Bottlenotes and the Integral Board Group and is on the board of directors for Moving for Life. Diamond is an MBA candidate at American University International and holds a B.S. from the University of Maryland. An avid and intrepid adventure traveller, Heidi's scaled Mt. Kilimanjaro, Tanzania, Machu Picchu, Peru and Volcano Villarria, Chile.

Heidi's favorite flowers are White Roses.

Angela Brugioni, Creative & Digital Manager

Angela Brugioni is the Creative and Brand Manager for Frederique’s Choice, a lifestyle e-commerce and content brand centered around all things flowers. Angela is a graduate from Parsons The New School For Design and hails from Minneapolis, Minnesota.

After refining her portfolio, and skills, Brugioni came to New York in 2006 and attended the prestigious Parsons School of Design, where she earned her B.F.A. in Fashion Design. While at school, Brugioni honed in on her love for high-end design, freelancing with companies like Pamella Roland and Dennis Basso, cultivating her skills as a luxury lifestyle expert.

Brugioni further developed her skills as a fashion designer and entrepreneur launching Miita Collection, a contemporary Ready-to-Wear capsule line in 2011. Miita recently won Project:Design!, a nationally recognized emerging designers contest awarded by fashion industry professionals, including CFDA member Fern Mallis.

Expert in, many facets of luxury lifestyle brands, she specializes in the development, design and execution of editorial, digital and social content for Frederique’s Choice.

Angela's favorite flowers are Ranunculus.

Meaghan O'Malley, Ecommerce Manager

Meaghan O’Malley is the Ecommerce Manger of Frederique’s Choice, a lifestyle e-commerce and content brand centered around all things flowers. A graduate of LIM College: The Business of Fashion, with a Bachelor’s Degree in Fashion Marketing. She brings to the team an extensive knowledge of the Magento website platform, the passion for luxury goods and the determination to link the Frederique’s Choice Brand to the digital world.

Meaghan joined the team with 5 years’ experience working for luxury jewelry designer, Alex Woo. As a Sales and Operations Manager she was able to wear many hats, giving her an appreciation for how each action of a company translates at the customer level.

Early on she was given the opportunity to help rebulid the Alex Woo website with the customer’s needs in mind. The website branding went from being product oriented to customer centric. She strongly believes that each customer’s voice and experience with a brand is of the utmost importance.

Frederique’s Choice to her is more than flowers, it is a beautiful part of a lifestyle that she wants all customers to feel with each visit to the website and each bouquet purchase from order to delivery.

Meaghan's favorite flowers are Gerbera Daisies.


Ivan Dunmire, Finance & HR

Ivan Dunmire has a career background in Operations and HR in the crazy world of advertising. Primarily, he has worked with Arnoldworldwide in Boston and Havas Media in New York. Most recently, he began working with the successful startup, Frederique's Choice.

He has upsized, downsized and resized groups, departments and companies. Some days are shocking, but mostly it's been a ton of fun. Advertising has evolved virtually every day, and keeping up with the changes and reinventions never ends.

On the side, he's a movie freak (at least 2 a week), ski bum, and having grown up in Santa Cruz, CA, mostly a beach bum!

Ivan's favorite flowers are Peonies