As guests arrived, they were given a FEED 100 bag (which, thanks to Whole Foods, has become de rigueur for toting home a paycheck's worth of organic groceries), as well as a $5 voucher to spend at the makeshift marketplace inside.
The wares on sale included glass beaded bracelets handmade by women artisans in Rwanda from Same Sky and a traditional marriage necklace by Kenyan artisan Rebecca Lolosoli provided by the Vital Voices Women Artisans Product & Business Development Group.
Diane von Furstenberg loved one of Losoli's necklaces so much she showed it in her Spring 2010 runway show.
"Our product line has multiplied very quickly, which is exciting," Bush told StyleList, in front of a booth stocked with FEED bears.
"We just launched a FEED backpack that supports community health workers in Africa as well as a FEED Read book bag for Barnes & Noble."
What's on Lauren Bush's holiday wish list? "A Kindle -- I always have a stack of books waiting to be read," she revealed. Could there be a FEED Kindle cover in the works?