Gary M. Jaffe

Gary was the son of Sandy Jaffe (z’’l) and Marcia Jaffe (z’’l). He is survived by his devoted wife, Julie, and his five cherished children: Max, Myles, Ellie, Sam, and Hannah.

A graduate of Ladue High School, Gary was an accomplished athlete and a loyal friend. He continued his education at the University of Kansas, where he was a member of the inaugural pledge class of Zeta Beta Tau fraternity and later served as its President. His love for KU was a lifelong passion, proudly displayed in his attire and treasured keepsakes, including a football signed by Gayle Sayers.

Gary dedicated his professional life to Booksource, the family-owned business founded by his father in 1974. Under Sandy’s guidance, Gary rose to the position of CEO, expanding the company to more than 220 employees. During his tenure, Booksource received numerous honors, including recognition among the 100 Largest Private Businesses in St. Louis, Family Business of the Year, Best Place to Work, #1 Coolest Offices, and the Great Game of Business All-Star Award. Gary himself was named a finalist for EY Entrepreneur of the Year. He treasured the opportunity to share company ownership with his brother Neil Jaffe and sister Donna Jaffe.

Beyond accolades, Gary’s true legacy was his commitment to his employees. He fostered a family-first culture, championed leadership development through the Emergent Leadership Program, and supported education through the Marcia Jaffe Scholarship and tuition reimbursement. He was deeply proud to have safeguarded all employee jobs and wellbeing during the COVID-19 pandemic and delighted in sending employees abroad on “Sandy Vacations.”

Above all, Gary’s greatest joy was his role as a father. His children were his proudest accomplishments, and his humor, wisdom, fun-loving spirit, and fearless leadership will be remembered by all who knew him.

Gary’s life was defined by devotion to family, dedication to his community, and an unwavering commitment to those he led and loved. His presence will be deeply missed, and his memory will remain a blessing.

A funeral will be held at Berger Memorial with visitation at 1:00 pm on Monday December 15, 2025, with the funeral starting at 1:30 pm. The burial will be immediately after.

Donations can be made to Junior Achievement of Greater St. Louis, Ready Readers or a charity of your choice.