Our Story

When Cindy Krupp, founder of Krupp Group realized brands were struggling to reach the highly desirable yet elusive college and Gen Z demographic, she saw an opportunity to bridge the gap.

After teaming up with co-founder Janie Karas, the duo began curating a powerful roster of nano-influencers. With their results-driven approach, they used their influential Gen Z creators to drive brand growth and build authentic connections with their audiences. Thus, 28 ROW was born.

28 ROW Leadership

CINDY KRUPP

28 ROW Co-Founder and CEO and President of Krupp Group

One of the most trusted names in fashion marketing, Cindy Krupp, has more than 20 years of experience in brand strategy and public relations. Before founding Krupp Group, she rose through the ranks at Barneys New York, ultimately overseeing its PR department. There, Cindy developed her passion for launching high-end designer brands and honed her skill in working with nascent creative talent to conceive ideas that drive deep customer affinity. She believes in going with your gut, staying nimble, firing from all cylinders, and making it look effortless.

JANIE KARAS

28 ROW Co-founder and Managing Director

Janie Smukler graduated from Emory University in 2016 with a B.S. in biology and women’s & gender studies. Janie began her career by building 28 ROW with Cindy. She knows the ins and outs of this influencer network & manages all daily operations for 28 ROW, including campaign management.

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Our
Values

Respect

We select talent not only for their creative potential but for their strength of character. The kindness, respect, and integrity our creators demonstrate in their daily lives is reflected in the content they create.

Authenticity

We believe that real results come from real connections. 28 ROW makers truly use and align with the brands they work with, building credibility for their audiences who look to them to dictate the trends.

Teamwork

Teamwork makes the dream work. We take a hands-on approach to turn your campaign goals into impactful results.

Our
Community

We’re more than just a network, we’re a community. We take pride in the genuine sense of friendship and camaraderie shared amongst our roster of talent. Whether it’s spearheading trips together or catching up over brunch, we are a team whose love for what we do shines through as much in the work as it does IRL!

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