Dana Settle moved from Silicon Valley to Los Angeles in 2005 to build Greycroft's West Coast presence around the contrarian thesis that LA's mix of entertainment, commerce, and industry diversity would become a major tech hub. She has invested in culturally resonant consumer and media brands like Bumble, The RealReal, Goop, and Merit Beauty, positioning herself as a go-to investor for founders at the intersection of culture, brand, and technology. Dana Settle moved from Silicon Valley to Los Angeles in 2005 to build Greycroft's West Coast presence around the contrarian thesis that LA's mix of entertainment, commerce, and industry diversity would become a major tech hub. She has invested in culturally resonant consumer and media brands like Bumble, The RealReal, Goop, and Merit Beauty, positioning herself as a go-to investor for founders at the intersection of culture, brand, and technology.