OUR STORY

Provenance was created to support the growth of the next generation of digitally-intensive, direct-to-consumer brands. We are called Provenance because we believe that every great brand begins with an authentic source, an origin - its ethos that it shares with its loyal customers. Our mission is to provide the fuel to grow an authentic brand while being trusted stewards of that ethos. The foundation of any outstanding brand is the relationship it has with its customers. In a digitally intensive world, this is a brand's only meaning, its source, its Provenance.

 

Team

Provenance was founded by Anthony Choe, a veteran private equity investor in the consumer space for over 20 years, with experience in leading direct-to-consumer brand investments since 2000. He has invested over $400 million in his career, generating $1.4 billion in returns for investors with no losses on new platform investments in the new millennium. He has worked closely with outstanding brands to help shape aggressive but prudent long-term growth strategies to maximize brand and enterprise value while minimizing risk to the organization.

 
 
 

Anthony Choe

Founder

Prior to founding Provenance, Anthony was a partner at Brentwood Associates, a leading middle-market private equity firm focused on the consumer space.  Over the span of 20 years, he has been a passionate thought leader in assessing the role of information, data and technology and their impact on direct-to-consumer brands.

Anthony began his career as an analyst at Donaldson, Lufkin & Jenrette in New York from 1994-1996, where he focused on mergers & acquisitions, high yield financings, and leveraged buyouts.  He is a Phi Beta Kappa graduate of Harvard College, where he graduated with a bachelor’s degree in economics, magna cum laude.

In addition to his investing activities, Anthony is a guest lecturer on private investing at the UCLA Anderson School of Business and is a member of YPO.  He also serves as a board member and treasurer of CoachArt, a Los Angeles-based nonprofit organization that creates a transformative arts and athletics community for families impacted by childhood chronic illness.

 
 
 

ANTON ROMASH

Principal

Prior to joining Provenance, Anton helped manage a portfolio of early and growth stage investments at Altpoint Ventures, including businesses in the consumer internet, e-commerce and on-demand consumer services sectors.  Prior to that, Anton spent 5 years making control buy-and-build investments at Altpoint Capital, a private equity firm specializing in mid-sized companies in the energy, industrial and telecommunications sectors.

Anton began his career as an analyst with the technology, media and telecommunications investment banking group at Jefferies in New York, where he focused on debt and equity financings, mergers & acquisitions, and restructurings.  He graduated with high honors from the Stephen M. Ross School of Business at the University of Michigan with a bachelor’s degree in business administration.

 
 
 

Mary Claire Adams

Associate

Prior to joining Provenance, Mary Claire worked on the consumer investment team at Sands Capital Management, where she conducted global fundamental diligence on leading public companies in the consumer sector. Prior to that, she assessed private equity co-investments in small and mid-market companies in the consumer, health and education sectors at Harris Preston & Partners, where she began her career.

Mary Claire graduated from the University of Texas at Austin, with a BBA in Business Honors and Finance, and a minor in textiles focused on consumer behavior. She was also a member of the Financial Analyst Program, where she served as an analyst for The University of Texas Investment Management Company (‘UTIMCO’).