The Groucho Club appoints first female CEO

Bringing 20 years of experience at hotel groups, members clubs and food and beverage programmes, Jafari has worked across a diverse range of luxury brands and has a strong track record of leading senior management teams.

She joins The Groucho owner Artfarm​​ from The Standard where she was executive vice president for London and Ibiza. In her role, she oversaw The Standard’s brand and operations in Europe and Americas, across both existing properties and new developments, including the successful launch of The Standard Ibiza.
Jafari was raised in Tehran before leaving for San Francisco’s Golden State University to start her hospitality ascent. She holds Bachelor of Arts in Hotel & Restaurant Management and has since held positions at W Hotel group, Morgans Hotel Group, Hotel Pulitzer Amsterdam, Lore Group and ACE London.

Prior to joining The Standard, she was managing director at The Curtain Hotel & Members Club.

“The appointment of Elli signifies the start of an exciting new era for The Groucho Club,” says Ewan Venters, Artfarm CEO.

“As our first female CEO, this feels particularly apt as we approach the fortieth anniversary of the club’s formation. We have exciting plans in the pipeline, and I am confident that Elli’s considerable expertise will enable us to further enhance our member experience for many years to come whilst staying true to our founding principles.”
Jafari officially joins as CEO in mid April.