ProfileAfter a successful pro basketball career in Europe, Sjoerd “Shu” de Jong moved from Amsterdam to New York in 2001, lured by a different competitive arena—the city’s storied nightlife and hospitality world. A plugged-in fixture on the scene, he served as a liaison to influential celebrities and brands, aligning them with impactful business opportunities. He later co-created Panache Imports, which would become the importer on record and partner of 42 Below Vodka for North America before selling the company to Bacardi USA. Over the past decade his company Midnight Solutions, a consulting firm specializing in spirits and fashion brands, became one of the nation’s most sought after advisory firms. As the brand champion across the Retail Worx portfolio, Shu is the custodian tasked with creating high-impact initiatives and brokering strategic partnerships to drive the business forward. He is also its cultural embodiment, living and breathing the Retail Worx ethos and communicating the brand message inside and outside the company.