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Social Network 'A Small World' to Relaunch

The invite-only social network of choice for the jet set is in the midst of pivoting toward a more service-centric business model.

AFTER ALL: A Small World, the invite-only social network of choice for the jet set, is in the midst this spring of pivoting toward a more service-centric business model as a private travel and lifestyle club. To mark the coming relaunch, the company gave a dinner party in New York on Monday night at Haven’s Kitchen, a brightly lit event space on 17th Street.

During cocktails, the building’s second floor swelled with a pretty, multihyphenate crowd that any Web concern would seemingly be happy have in its ranks. Chief among attendees were Tali Lennox and Waris Ahluwalia, who cohosted with A Small World chief executive officer Sabine Heller. Also on hand were Dree Hemingway and Phil Winser, Theophilus London, Annabelle Dexter-Jones, two Oliviers (Theyskens and Zahm) and a pair of Gummers (Mamie and Grace).

Certain social tech executives might have referred to the assembled crew as “influencers.” Not Heller. During cocktails, the ceo expressed her distaste with the label and some other marketing speak — “VIP,” “event,” etc. The relaunch, she said, had the nearly 10-year-old proposition in start-up mode again, which meant that her biggest need was “to be absolutely nimble at all times.” She was shortly, and nimbly, off to greet more guests. After that it was upstairs to a dinner, where attendees explored the site’s core values such as “community” and “adventure” over a meal that included edible flowers potted in edible soil.