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When describing April Uchitel, it would be a big understatement to say that she is just another trendy New York City mom, for when you meet her, you know she is much more than that. With her rose red lipstick, her chic thick-framed black Celine glasses, and that unmissable red hair, April is a woman who will catch your attention, even in the largest of crowds. On the other hand, April has something about her (which is evident in her amazing taste in music, amongst many other things) that just radiates an essence of class, which chic clothes and accessories have nothing to do with.

Aside from her successful and budding career in fashion (from her position as the National Sales Director at BCBG Max Azria to EVP of Global Sales & Strategy at Diane Von Furstenberg and her role as an Advisor to JOOR to Business Mentor for the CFDA Incubator Program, and her current position as Chief Brand Officer of shopping app, Spring) April is first and foremost a devoted mother to her two gorgeous kids, Luella and Sebastian, and wife to the iconic Argentine (shout out to our Argentine roots) photographer, Diego Uchitel.

So, even in the midst of all the fashion week chaos, April was awesome enough to invite Surf Collective to her amazing home in Hurley, New York, for a day of family fun and we must say, it was one of our favorite field trips to date.

Read on to find learn more about this amazing businesswoman and New York City mega-mom.



Where did it all start?
My journey began in Boulder Colorado, traveled through Flagstaff AZ and West Hollywood CA, and ended in NYC – with a heaping side of Woodstock. We are die hard Upstaters – trekking up every weekend (and then some) for the last 15 years. Who knows what’s next?

What is your favorite city and neighborhood?
Tribeca, NYC – Although it is changing every day (not for the good)! We lived there pre-911 across from a burnt out IRS building & next to NY Dolls Strip Club. We moved to Chelsea but came back in 2005. It really is Tri-Burbia now – a wonderfully tight community – but with all the insane development it has gotten crazy expensive & all the cool shops, cheap eats and neighborhood gems pushed or are getting pushed out due to insane rent hikes. Thank god that Steven Alan has stayed the course!

What is your favorite hotel?
The Rosewood Mayacoba on the Riviera Maya is amazing. Who wouldn’t enjoy taking a boat to your villa with your own private pool….?

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Your favorite restaurant and dish?
I am a HUGE Mexican fan (or maybe just a margarita, melted cheese & guacamole fan). Madaket Millie’s in Nantucket is a family go to every Summer. We can be found there 4 – 5 nights in a row!

Best bar?
Stockade Tavern in Uptown Kingston, NY – bespoke cocktails & homemade pretzels served up in a restored 1880s sewing machine factory.

Favorite vacation location?
Argentina. My husband Diego is from Buenos Aires and we’ve been many times to B.A. as well as up North to Salta & Jujuy. Planning Patagonia next!

Favorite surf spot / board?
Surfing was not a thing growing up in Colorado – but I am MOST proud of my daughter Luella who started surfing last summer and got up on her first try. I will live vicariously through her. :)

Favorite duffel or suitcase?
When we first started dating, Diego brought me a gorgeous leather suitcase back from a shoot in Argentina that is meant for road trips (too big to be a carry on and too precious to check). He had it monogrammed with my (then) maiden name – so it serves as a treasured keepsake of our early years, and the leather just gets better with age.


Favorite brand?
Impossible to answer. I have literally met with 2,000 brands over the past 3 years and have gotten to know the talented teams and makers behind the products. My view of a “brand” is much more than the commodities they produce but encapsulates their philosophies, cultures and struggles. I have SO much respect for emerging designers trying to break through the noise – and love to support them (all) in any way I can.

Favorite jean brand?
So hard! Again, having built relationships with so many amazing denim partners at Spring it is too hard to pick a favorite – (but I do love Rta, Frame, JBrand, MOTHER and 3×1) shhhhhh!!


Essential wardrobe item?
Sweatshirts!!! I wear them with anything from silver leather skirts to printed dresses and cut-offs. I love how they can dress things down but still be chic and comfortable. I mostly have them in neurals (heather grey – black) from American Apparel, Jonathan Simkhai, Todd Snyder and The Arrivals. I just got my NEW fave short sleeve black sweatshirt from The Squad Co – handmade in DTLA! #supercool

Favorite time of year?
FALL hands down. I love the incredible colors, bonfires and pumpkin patches, and feelings of transition and reflection as you look back on the year as the next year gets closer.

Your style Icon/s?
Emmanuelle Alt from French Vogue (love her urban uniform) and my quietly chic (redheaded) grandmother who made all of her families clothes (down to the labels she hand sewed inside them). I inherited a hand knit mustard yellow cardigan she made for my mother when she went to college in the 60’s – that it would look totally at home on the Prada or Dries Runway!

Personal style tip for others?
Know when to walk away :). Find out what flatters you and ignore those trends that don’t. I’ve given away so many items (with tags!) that I desperately wanted to pull off – but never really suited me. The more comfortable you are – the more confident you are.

Your tailor?
The local drycleaners in Tribeca


Your salon?
I have been fortunate to benefit from the one on one services of MANY talented stylists that work with Diego, but our family depends on Moiz Alladina to keep us looking sharp – and he makes house calls!:).

Coffee or tea?
Starbucks whole milk no foam chai latte

Favorite shoe maker?
Toss up between Acne & MM6 Maison Margiela

Dream car/bike?
Our White 1986 Land Rover Defender 110

Favorite watch / watch brand?
Love my men’s Rolex Explorer II in steel black – but seriously have my eye on the Hermes Apple Watch!!

Essential gadget you can’t live without?
I dread ironing so as boring as this answer is – my fave gadget is my hand steamer.

Your favorite book?
The Unbearable Lightness of Being, by Milan Kundera


Favorite song or album?
TOO HARD! Total 80’s fan (Joy Division, R.E.M, Clash, Cure, Smiths, Police, Talking Heads, Echo & the Bunnymen, U2 and yes DURAN DURAN!) I love to torture my family!!!

Favorite not-for-profit?
I AM THAT GIRL – hands down the most infectious inspiring leader alive exists in Emily Greener – and I could not be more proud to know her and support her however I can.

Favorite artist?
Irving Penn. His artistic legacy is incredible with images spanning the decades that are both beautiful and haunting. Our son’s middle name is Penn :).


Special thanks to April and her family for inviting us into their beautiful home!

All images by Jacob Pritchard