Joyce Szuflita (chef-leeta)
NYC School Help founder

In 2007, I was a Scenic Artist sitting out the first writer’s strike of the century. I also had a couple middle schoolers in the midst of high school admissions. My neighbors all had babies. They kept saying, “Stop talking to us about middle school. We need to know about nursery school.” A bright idea was born.

I have spent the last eighteen years helping families navigate school admissions in NYC from preschool to high school. I knew what families were worried about. I knew how they were having difficulty understanding the DoE’s methods and motivation. I knew the neighborhoods and the schools. I knew I was the one who could be the translator, guide, and big sib to a generation of thoughtful and nervous parents who just wanted a good education for their kids. I was convinced that they could get that from the great educators that I knew. They just needed a little information, insight and encouragement to feel confident about their choices. It has been my pleasure to serve them.

When I met Dana Szarf, I knew she was a kindred spirit. I could not have survived the last 4 years without her. She has the temperament, knowledge, and experience to carry the message with grace and humor. It is a delicate thing to pass on the legacy of a venture like this and once I found Dana, I knew that I could move on without a single qualm.

2025 is my last admission season, but as I move on to my third act, I am very happy that my families are in such good hands.