What began as a simple request from Melissa and Jason Ovadia’s two golf-loving sons turned into the perfect opportunity to launch a dream.
A year ago, when the boys asked if they could attend the U.S. Open, Melissa replied with a smile, “Maybe… if it’s somewhere good.” She immediately looked up the 2026 tournament location and was thrilled to discover it would be held at the legendary Shinnecock Hills Golf Club in Southampton.
The moment she saw the location, another idea came to mind. Melissa thought of her longtime best friend, Lucy, owner of the charming boutique hotel A Room at the Beach in Bridgehampton. Why not combine a family trip to golf’s biggest championship with the launch of the women’s golf apparel brand she had been quietly developing for the past two years?
That brand was Rexford Drive.
Melissa shared her vision with Lucy, who immediately embraced the idea. Known for creating memorable gatherings at her picturesque hotel, Lucy was eager to help bring the celebration to life. Still, Melissa questioned whether the timing was too ambitious. As June 2026 drew closer, she decided it was time to stop treating Rexford Drive as a passion project and finally introduce it to the world. Designs went into production, plans came together, and the launch event quickly took shape.
Planning a Hamptons event from across the country proved surprisingly seamless. Melissa enlisted some of the East End’s favorite vendors to create a festive afternoon, including Rolling in the Dough Pizza Truck, Dolce & Gelato, and East End Mixology. North Fork Vintage Cars, Hampton Balloon, and Decco by Party Up added stylish touches, while the beautiful gardens and relaxed elegance of A Room at the Beach provided the perfect setting.
Following the opening round of play at the U.S. Open, guests gathered beneath the trees at the boutique hotel to celebrate Rexford Drive’s debut collection. Designed for women who want performance without sacrificing style, the collection transitions effortlessly from the golf course to post-round cocktails. Standout pieces included a perfectly tailored polo, elevated golf pants with fashionable detailing, a versatile jacket designed for both the course and the clubhouse, and a collegiate-inspired varsity sweatshirt showcasing the brand’s playful yet classic logo.
The afternoon captured the easy sophistication of a Hamptons summer gathering. Guests shopped the new collection while enjoying handcrafted cocktails, wood-fired pizza, artisan gelato, and music by Sound Keen. Entertainment included Golden Tee and a custom Rexford Drive claw machine stocked with branded golf balls, tees, gloves, and scrunchies, adding a whimsical touch to the celebration.
Timed perfectly with one of golf’s most anticipated weeks, the launch introduced Rexford Drive to an audience that appreciates both performance and style. Set against the backdrop of U.S. Open excitement and one of Bridgehampton’s most charming boutique properties, the event marked the beginning of an exciting new chapter for the emerging women’s golf brand.
Rexford Drive will soon be available for public purchase, while A Room at the Beach continues to offer one of the Hamptons’ most inviting destinations for a weekend getaway, intimate gathering, or unforgettable summer celebration.
Photos by Alena Kostromina.
