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San Diego

Social Diary

The Collector's Edition Book, The on-line magazine, leading San Diego's Social Scene

Scott Johnston, Margo Schwab and Kima serving up San Diego Social Coverage!


Mid - September, 2013

- Ronald McDonald House Charities Patron Party, Country Friends, Neiman Marcus Escada and more Exclusive Luncheon

More Social Diary Event Coverage ....HOME


Be advised strictly no downloading, publishing, broadcasting, printing, or copying of photos or content. Please email purchase requests of photos you are in.



Miriam and David Smotrich opened up their beautiful home for a great cause....the Patron Party for the Ronald McDonald House Charity's event ROMP themed Copacabana. The September 20th, 2013 event featured Giuseppe's Fine Catering cuisine... and plethora of the fun and philanthropic there to support a great cause. Keeping children with serious health issues with their family. Among the mix were Chuck Day from RMHCSD, event Chair Fernanda Whitworth, Sasha Gates, Dana Alkasmi,

Caterer / Restaurant owner Giuseppe Ciuffa with San Diego Social Diary's Scott Johnston, and host David Smotrich

** Keller Mattoon with his mother Salem Ciuffa

Sasha Gates in Jimmy Choo! ** Dana Alkasmi

Hostess Miriam Smotrich thanked with flowers ** Hosts David and Miriam Smotrich (in Yigal Azrouel)

Armone Sullivan of Armone’s Core Connection with Salem Ciuffa ** Marjan Daneshmand with Sasha Gates, and Brittney Hinds


Country Friends (benefiting children's charities) hosted its annual fashion palooza of South Coast (Versace) highlights August 19th, 2013 at the renovated Inn at Rancho Santa Fe. In a smart move, the fashion show was first, followed by an open tented luncheon....Among the hundreds of well dressed women there were table host / sponsor Lynda Kerr with her fierce tribe of fashionistas.... There was an ulterior plot to the day... a surprise birthday celebration for Evva Fenison..... Carrot cake, homemade, decorations on the table, and a whole lot of bubbly Veuve Clicquot..... Fun celebration!

Serious Stilettos

May Zawaideh's favorite ensemble....

Birthday Gal Evva Fenison

Homemade carrot cake .... by designer Lynda Kerr


Neiman Marcus held an exclusive luncheon September 20th, 2013 with Escada being showcased and all styling by San Diego's fave Alex Yanez.

The Alexander McQueen clutch....oooooooohh .....mmmmmmmm .....G!

Neiman Marcus's Stylist Alex Yanez with a glorious group of styled right models!

(San Diego Social Diary is proud to donate to the Rancho Coastal Humane Society)

Maria Assaraf and Rocio Flynn

The 'true blue' Mermiads: Valerie Cooper in Rodarte (from NM!), Margo Schwab in Roberto Cavalli (from NM) and Kima in a Jemima Dutra original with Versace Scarf ** one of the many many ensembles by fab Alex Yanez....

Fashionable fashionistas

and Neiman Marcus fashion show with Escada highlights fashioned by Alex Yanez


Joe Bauer spotted at the La Jolla Beach & Tennis Club .... Martha Dennis says BIG things are happening with the La Jolla Music Society....... Renee Roth supporting Challenged Athlete Foundation Gala, in loving memory of her husband Duane Roth...... The Marine Room has been busting out busy, busy, busy.... Our 2nd book Cover Girl in big production meetings for a show based on her book The Normal Bar.... Denny Sanford is making big inroads by supporting initiatives for kids to get no bullying... Trevor Hoffman joins Saving America's Mustangs Advisory Board ........meanwhile Real Social Bitches is having a 'ruff ruff good' time filming.


San Diego Collector's Edition First Book - Thank you to our Cover Couple,

the very dynamic Katerina Deason and Darwin Deason... 12 copies left... available at MCASD Gift Store and John the Tailor in La Jolla

or through San Diego Social Diary




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More Social Diary Event Coverage ....HOME

reported and photographed by Margo Schwab

publishing support and photoshopping by Scott Johnston

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* Margo Schwab, MBA, more formally known as Margaret E. Schwab, has produced, written, interviewed and photographed for various media organizations since 1989. Schwab attended Holton Arms School, La Jolla Country Day School and La Jolla High School. Schwab has a B.A. from Scripps College, spent a business internship with S.A.I.C., Science Applications International Corporation, and earned a Masters of Business degree, M.B.A., from the University of San Diego by way of Claremont Graduate School . Schwab additionally took college courses from Harvard University, and Syracuse University. Schwab volunteers for numerous charity organizations. She also continues to support animal organizations and the prevention of people and animal abuse. Schwab is the editor and co-owner of The Social Diary.

Margo Schwab and Scott Johnston of The Social Diary Magazine are pleased to announce a partnerships with the San Diego Humane Society and SD METRO Magazine. They have also partnered with Country Friends and the San Diego American Heart Association and the Arthritis Foundation.

Margo Schwab and Scott Johnston are both members of the La Jolla Beach & Tennis Club (Margo Schwab since 1974) and both are now members of the University Club and its worldwide ClubCorp Compass Society. Margo Schwab and Scott Johnston are Police Press credentialed by the Chief of Police, William Lansdowne.


San Diego's The Social Diary would like to say a special thank you to our advertisers.

Rancho Coastal Humane Society and Jim Silveira

San Diego Symphony

SNAP - Spay and Neuter Action Project

KCM Group - Construction Management and Consulting Services

Symbolic Motor Car Company

Bowers Fine Jewelry

Juelerie - Pamela Pogue

JSylvester Estate Home Builders

Helen Woodward Animal Center sponsored by Tiffany and Jim Mahoney

San Diego Humane Society sponsored by Taylor Miller

Animal Fashion by Jordan

Giuseppe Restaurants and Fine Catering - Giuseppe Ciuffa

The University Club Atop Symphony Towers and ClubCorp - Eric Affeldt

Cafe Milano on Pearl Street La Jolla

The Marine Room - Chef Bernard Guillas

The Animal Hospital of La Jolla

Eugene Ladopoulos of Mistra Estates Olive Oil


Warning ** photos, video and writing on this site are the

2013 copyright, all rights reserved, of The Social Diary LLC and its subsidiaries including San Diego Diario Sociales - Su Conexión Con la Sociedad, no reproduction of any part or parts is allowed without written permission by Social Diary Magazine