After several back-to-back weeks of a somewhat boisterous SRO crowd at Michael’s, it was a bit of a relief to find a more subdued dining room today. The dreary rain (will it ever end?!) seems to have kept some of the town car set at their desks. But, this being Wednesday, the usual suspects (Star Jones, Henry Schleiff) made their way to their perches to scope out the scene and be seen. Lunch is never just lunch, but you knew that already, didn’t you?

I was joined today by Town & Country‘s editor-in-chief Jay Fielden and Holly Whidden, Hearst’s executive director of public relations. After chatting about our mutual bewilderment about the sometimes ‘insular’ life in suburban Connecticut and the Mad Men season finale — it was agreed we could have lived without seeing Roger Sterling nude in all his LSD-fueled glory — we had a fascinating chat about the reinvigorated and decidedly more engaging Town & Country.

Since joining T&C from Men’s Vogue last March, Jay has endeavored to infuse the book with more wit and insight into the rarefied world of the one percenters while respecting the mag’s storied history (something it had somehow forgotten to do over time). “So many magazines are good at going back and reminding people about what they’re really good at. Town & Country didn’t do as good a job at that as it could have. I admire the modesty, but I also think we have to own what we have,” said Jay. ”The magazine been around since 1846, so there’s a reason to be respectful, but I wanted to interpret and channel that richness differently.” And he has. Eschewing the usual route of “a glorified catalog” of conspicuous consumption that defines so many in the luxury category, Jay has chosen to examine the life of America’s rich from the inside, profiling people ”who have ascended to prominence based on their achievements and earned their position.” What a concept.

Since his first issue last September, Jay has carefully chosen cover subjects that readers wouldn’t find on any other magazine. Among his most noteworthy choices: Ali McGraw during her Love Story days (with a profile and stunning recent photos of the actress today) as a valentine for February, The Richard girls (as in Keith‘s daughters) and The Hemingways. “There’s a real freedom with not having to pick the same old people that other magazines do,” Jay told me. “We want to take some risks, sharpen our point of view. It might not be for everyone, but we’re not doing a warmed over version of something else. We want to be original.”

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— DIANE CLEHANE

The holidays are over (finally!), so it was back to business for the moguls and mavens that trickled into Michael’s today. The telltale sign was last month’s run on red wine has been replaced by orders of Diet Coke (No more ducking out early ‘to go Christmas shopping’ for you!), and there was plenty of talk about New Year’s resolutions and diets of every description. “I hate January,” said one fashionista who hardly looked like she had anything to worry about. “Nothing fits! And going back to the gym is such an effort.” We feel your pain.

The other hot topic everyone was talking about was Facebook — but not in the way you might expect. While the news is full of reports about the cash infusion from Goldman Sachs and the $1.5 billion fund from private investors (helped, no doubt, by all our witty posts), the movers and shakers in the dining room were debating the finer points of what to post and who to  friend on the site.

“I’m using it to build my personal brand,” one diner told me. “And I’ll do it as soon as I figure out what I want that brand to be.”  Author Pamela Keogh told me she maintains two friends lists: one for her nearest and dearest and one for fans of her books. Her lunch date, James Curtis, who is new to the whole thing, is trying to build a friends list without committing any social faux pas. “It’s funny,” he noted. “You’re friends with people on Facebook that you don’t know that well, and then there are people you do know well that you don’t want to ‘friend.’ It’s like high school all over again.”

We understand completely. That mean girl who kept us out of the popular sorority keeps sending a friend request which we just keep ignoring. Sweet revenge!

Here’s the rundown on today’s crowd:

1. The “Imber Gang” all present and accounted for: Dr. Gerald Imber, Jerry Della Femina, Jeff Greenfield, Michael Kramer and Andy Bergman

2. New York Observer publisher (and Ivanka Trump‘s adoring hubby) Jared Kushner with a well-heeled fellow we didn’t recognize.

3. The Early Show: Public relations maven Lisa Linden with New York lobbyist Kevin Fullington.  (He’s a Republican, in case you were wondering) Take two: Today show weatherman Al Roker enjoying a romantic lunch with wife Deborah Roberts.  See, sometimes lunch is just lunch.

4. Leonard Lauder with two pals. The cosmetics industry legend recently received WWD‘s first-ever Visionary Award. Congrats!

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