Nicole Farb

Nicole Shariat Farb is an American entrepreneur and business executive. She is a co-founder and the chief executive officer of the video community Darby Smart. Prior to founding the company, Farb worked as a Head of Emerging Private Companies at Goldman Sachs. Farb has also appeared several times on Good Morning America as a DIY expert. She is also active in pursuing diversity and equality in the tech industry. When she was 10 years old, she started a business making and selling hair bows. After graduating high school she briefly pursued a career in acting, before studying journalism at Loyola University. After Loyola, she received her Master's in Education from University of California, Irvine and worked as a teacher before attending business school at the University of Chicago Booth School of Business.

Career Farb relocated to San Francisco, California and began working for Goldman Sachs where she was a vice president. After experiencing frustration while crafting thank you cards following her 2011 wedding, she left Goldman Sachs to start Darby Smart.

She recruited software engineer, Karl Mendes, as a co-founder and raised a $1 million seed round of funding. Darby Smart was launched in June 2013. In Spring 2014, Darby Smart raised an additional $6.3 million in Series A funding led by Maveron.

Farb led the company into a partnership with Urban Outfitters in Fall 2014. and was quoted in Emily Chang's 2018 book, Brotopia about her experience as a female entrepreneur in Silicon Valley.

In 2018, Darby Smart was acquired by Grove Collaborative, and Nicole Farb joined the company's beauty venture.

Personal life Farb married Michael Farb, the co-founder of sports recruiting software company CaptainU, in 2011. The couple met while attending the Booth School of Business and have twin boys.