Business Record columnist Dave Elbert gave us a bit of an update on his son, Craig, who is an entrepreneur based in New York City with his roots in Dartmouth College, the Wharton School and the Bonobos clothing line.

Turns out the company Craig Elbert founded, Care/of, just scored $29 million from investors that included Goldman Sachs Group’s venture arm and now is worth $156 million, Bloomberg reported. That puts the startup, which is focusing on personalized vitamins distributed online for starters, within striking distance of the likes of Vitamin Shoppe and GNC. 

Elbert is CEO of Care/of, which is focusing on advertising through social media, within online sales of a subscription vitamin service. He previously was vice president of marketing for the high-profile clothing line Bonobos.