About
Built by people who've grown businesses across industries, and now build for yours.
The Name
A mercer was a merchant of fine cloth. Quality that didn't need to shout — it was felt in the weight of the fabric, the precision of the weave, a reputation that traveled by word of mouth. Mercers built businesses on trust and craft.
A wren is small. But it's one of the loudest, most persistent singers in the animal kingdom relative to its size. A bird that holds ground far larger than its stature would suggest.
Mercer & Wren is both: the craftsman's patience and the wren's tenacity.
We believe infrastructure without identity is just noise. So we start with the material itself — who you are, what you stand for, what makes someone choose you over the business next door.
Small firm. Outsized presence. Built on craft, not noise.
Michael Farewell
Co-Founder · Client Partnerships
Michael spent 13 years in Apple's high-end retail environment and held leadership roles at Equinox, the luxury fitness club brand — two companies that built their entire business on knowing exactly how a customer should feel. His portfolio includes founding an herbal supplement company, partnering in yoga and fitness centers, and supporting his father's painting contracting business, so he understands the owner's side of the counter as well as the service side. He leads client partnerships at Mercer & Wren, staying close to each owner long after the first project is done. He starts every relationship with one question: where is this business losing ground it shouldn't be?
Gloria Yung
Co-Founder · Brand & Strategy
Gloria has built and run a portfolio of businesses for nearly three decades, from a Santa Monica law firm and Hollywood restaurant groups to a New York fitness club and yoga center she led as managing partner. Her brand development work includes campaigns and events for Tiffany & Co., Google, American Girl, Captain Morgan, Johnnie Walker, and Jose Cuervo, among others. She has also worked closely with the experiential agency MKTG, and maintains an ongoing partnership with a roster of luxury boutique hotels. She leads brand strategy and systems at Mercer & Wren, where every engagement starts with the brand, because everything else — automation, growth, retention — is built on top of it.
In New York
Our partners in New York.
Anthony Iracani
Founding Partner
Anthony has spent more than fifty years owning and operating businesses across food, wellness, and health and beauty, including almost four decades as a Manhattan restaurateur, from neighborhood pizzerias to full restaurant and bar operations. Long before it was common, he was quietly building innovative vegan and health-conscious menus, with organic and herbal teas sourced from China and India. As President of Viva Herbals & Essentials, he created Chi Tea in 2005, a line of laboratory-certified green teas and herbal extracts. He brings that same owner's perspective to every Mercer & Wren client in New York, from established businesses to startups: he knows what keeps the doors open, and what quietly costs you when no one's watching.
Dennis Barlow
Director of Client Development
Dennis has spent his career in sales and management, including a Manhattan confectionary company founded in 1982 that he and Gloria acquired in the 2000s and have run together since, and over two decades as one of her closest collaborators across multiple ventures. A lifelong passion for gardening also led him into the landscaping business, giving him firsthand insight into how home and field services companies really run. He leads client development in New York, where that instinct for how service businesses operate does the most work. In Gloria's words: “There's no one I'd trust more with a business, and no one who works harder for one.”
Why we started this
Infrastructure without identity is just noise.
We started Mercer & Wren because we kept seeing the same gap: good businesses buying automation and websites from vendors who never asked who they actually were. We wanted to build the firm we'd want to hire, one that starts with the brand and builds everything else around it.