# Provenance Digital

Provenance Digital is a Private Equity based in Beverly Hills, United States.

## Overview

- **Organization type:** Private Equity
- **Headquarters:** Beverly Hills, United States
- **Region:** North America
- **Address:** 8383 Wilshire Blvd, Suite 629, Beverly Hills, CA 90211, United States
- **Founded:** 2017
- **Assets under management:** Undisclosed
- **Website:** www.provenance.digital
- **LinkedIn:** https://www.linkedin.com/company/provenance-digital

## Regulatory record

- **Reports private funds:** No

## About

Provenance is a private investment firm utilizing an analytically-driven strategy focused on omnichannel consumer brands. Leveraging pioneering analytics and global operational expertise, the firm supports founders on their journeys. It looks to partner with passionate leaders who use data-driven decision-making towards responsibly building an enduring consumer brand.

## Sectors

- Luxury
- Consumer
- E-commerce

## People

- Anthony Choe — Founder and Managing Partner
- Paula Sutter — Team Member
- Anton Romash — Team Member
- Mary Claire Bass — Team Member
- Shawnt Karakozian — Team Member
- Elizabeth Brown — Team Member
- Fidel Seineldin — Team Member
- Ameer Amdani — Team Member

## Questions

### Who leads investment decisions at Provenance?

Anthony Choe serves as Founder and Managing Partner and leads the firm's investment strategy. The team page also lists Paula Sutter, whose background as Global President of Diane von Furstenberg and Operating Partner at TSG Consumer Partners positions her as a senior investment and operational voice. The precise investment committee structure beyond these named individuals has not been publicly detailed.

### Does Provenance invest outside the United States?

The team's operational expertise spans North America and Europe. Paula Sutter's background includes extensive international brand expansion, and team members have prior deal experience in Latin America. While the firm's website emphasizes global operational expertise, it has not published a specific geographic mandate freeze.

### How does Provenance source its deals?

Provenance's sourcing model relies on its senior team's network, built over decades in consumer private equity and operating roles. Anthony Choe's prior track record at a middle-market PE firm and Sutter's leadership at TSG Consumer Partners provide a proprietary pipeline into founder-led brands. The firm does not disclose a dedicated business development unit or intermediary-reliant model.

### What is the firm's approach to working with founders post-investment?

Provenance markets itself as a steward of brands and a partner to founders, not a traditional control acquirer. The team includes operators who have actually scaled a global brand to hundreds of millions in revenue. Its website emphasizes 'customer and innovation obsession' and 'customized growth plans,' implying hands-on operational support rather than purely financial engineering.

## Related profiles

- [Provectus Capital Partners](https://altss.com/profile/provectus-capital-partners)
- [Provenance Venture Partners](https://altss.com/profile/provenance-venture-partners)

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Last updated: 2026-08-11T15:07:49.000Z

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