About
THE GYUIDE is a New York–based creative agency focused on strategic brand partnerships and creative execution. We work with brands across fashion, beauty, lifestyle, retail, and hospitality to develop collaborations, activations, and long-term partnerships that feel natural, culturally relevant, and thoughtfully executed.
Our work spans product collaborations, experiential activations, residencies, and partnership strategy — from early-stage idea incubation through execution and launch. THE GYUIDE has partnered with brands including L.L.Bean, Charlotte Tilbury, Madison Square Garden, J.Crew, Hill House Home, Crown Affair, Saks, and Russ & Daughters, among others, helping brands connect through moments that balance creativity with commercial impact.
Founded by creative entrepreneur and startup founder Gayle Yelon, THE GYUIDE draws on deep experience across venture capital, consumer startups, and brand building. Gayle began her career at Burch Creative Capital, working closely with Chris Burch as he invested in companies such as Solid & Striped and STAUD, before joining DIRTY LEMON, where she led VIP and events, building community and brand visibility within downtown culture and wellness.
In 2018, Gayle co-founded MONTSERRAT New York, a jewelry brand that became a fixture in New York’s fashion landscape, earning features in Vogue, Cosmopolitan, and New York Magazine, and worn by tastemakers including Ciara, Alix Earle, and Remi Bader.
Today, THE GYUIDE combines strategy and creative execution to help brands grow through partnerships that feel natural, relevant, and built to last.