Mariko Gordon founded Daruma Capital Management in 1995 after having managed portfolios for Valenzuela Capital Management and Royce & Associates. Daruma invests in a concentrated set of long-term stocks that follow a specified list of rules with a preference for smaller-cap stocks. Daruma’s rules include a potential upside of at least 50% over the next two years (and an upside three times the size of the downside) as well as to either sell or increase the position if a stock suffers a decline.