About Us

The pace of the city

New York runs by its own rules of speed. Not Moscow's, not Dubai's. Here a request can come in at 11 a.m. with a "by six this evening" rider, and it can come at midnight asking for "right now". Both versions are ours.

In this city the concentration of clients from the Russian-speaking CIS is one of the highest on the East Coast. Wall Street, Midtown, Tribeca — the people who work and live here know the difference between accompaniment and a concierge service. APEX is the second one.

Peak load in New York is Thursday, Friday, Saturday from 19:00 to two in the morning. On those evenings our managers run the full shift, but the open slots with headline models tighten up. A week ahead — the choice is wider. Two hours ahead — good, but not the whole roster.

The season: September through December

Four moments in the year when New York becomes a different city.

First — September. The UN General Assembly pulls into Midtown diplomatic delegations, heads of international funds, people on protocol. Le Bernardin and The Pool in those weeks are overloaded — book two to three weeks out, not three days.

Second — Fashion Week. February and September. Fashion New York looks different, works different, and our clients in this period often fly in from London, Milan, Dubai — for events or showrooms. Accompaniment at a fashion show is one of our regular formats.

Third — November and December. Year-end financials, corporate dinners, Art Basel Miami overflow (part of the art market shifts to the East Coast). Plus December on its own — meetings with partners at Carnegie Hall on the Christmas concerts, dinners at Eleven Madison Park where a month ahead the table is already gone.

Fourth — New Year. Midtown those days is a separate city inside the city.

Where we work

Midtown Manhattan is the core zone. Hotels along Fifth and Madison, restaurants from 51st to 57th, Lincoln Center on West 65th. Upper East Side — The Mark, the Met, the Madison Avenue galleries. Tribeca — Nobu Downtown, the offices of fund managers, loft apartments. SoHo and the West Village — for cultural evenings and more informal formats.

We travel beyond Manhattan. The Hamptons in summer — by prior arrangement, two to three days ahead. Brooklyn Heights or Williamsburg — if the client has an office or a place there. Jersey City across the Hudson — as a last resort, by agreement.

A first meeting with a new client happens at our proven addresses. Returning clients can host us themselves — at a penthouse, at apartments, at a rented residence. The address isn't kept on file; we pass it only to the model for the specific meeting.

Etiquette and dress code

New York is wired in a particular way around dress code: formally there's almost none, in practice it's everywhere. The Peninsula and The St. Regis — that's cocktail attire, no debate. Eleven Madison Park — evening look, not work. Carnegie Hall on a concert — full-length dress or a sharp suit.

For a business format in Midtown — a restrained, elegant look, no club attire. For an event at MoMA — contemporary, with a feel for the art world. For dinner at Le Bernardin — dress and heel, no sneakers even at $800.

The model knows these details herself — we don't brief the client on her dress code for her. That's part of our standard.

Things we say plainly

New York is the most expensive of our cities in dollar terms. Minimum bill — $1,200 for two hours. Overnight — $2,500. Media segment — from $3,500 for two hours, and that's already not a first-contact conversation.

Meetings under two hours — we don't take. That's not New York, not our format, and none of our models will travel into Midtown for a slot like that. Haggling after agreement — also no: terms are set before, and they don't change.

The media segment opens to returning clients — not on first contact. That's not a phrase for effect, that's how it works.

Confidentiality: messengers only, data wiped within 72 hours after the meeting, no email or SMS correspondence. That's not our policy — it's our minimum.