Before stepping into the entrepreneurial arena, Blake Geffen had already accumulated a wealth of experience in public relations, constantly inspired by the visionary leaders she collaborated with as clients. Now, as the founder of Vivrelle, she aspires to be an inspiration for others, embodying the qualities of an inspiring and personable leader deeply committed to the brand she is building and the team she is leading.
The genesis of Vivrelle can be traced back to 2017 when Blake Geffen was immersed in planning her wedding. Faced with the challenge of finding high-end, quality accessories that aligned with her style without breaking the bank, the idea of a membership club for borrowed luxury accessories took shape. This unique concept, born out of a personal need, became the foundation of Vivrelle. Collaborating with her husband, also her business partner, they began building the company and officially launched it in September 2018.
Remarkably, the honeymoon became a strategic planning session in the Maldives, where they dedicated their time to creating a comprehensive business plan. Balancing their efforts between Geffen’s ongoing role in public relations and their budding business, weekends were devoted to pitching investors and forming partnerships essential to building the brand. Every moment was utilized to bring their vision to life.
The early stages presented challenges, particularly in convincing potential investors of the viability of their model. Setting a goal of 50 members in the first month, they not only met but surpassed this milestone, a testament to their strategic approach. Leveraging Geffen’s PR background, they harnessed the power of influencer marketing to amplify their message. The strategy paid off, as influencers played a crucial role in conveying how Vivrelle elevated everyday style.
Their hard work paid off, exceeding initial projections within the first month and consistently experiencing triple-digit year-over-year growth. Notably, Vivrelle secured $35 million in its Series B round, attracting investments from celebrities such as Morgan Stewart, Nina Dobrev, and Lily Collins. The journey didn’t stop there; Geffen and her team continued to expand and innovate.
One aspect that Geffen cherishes about running Vivrelle is the personal connection with members. Whether on the streets, airports, or restaurants, hearing firsthand how Vivrelle brings joy to members’ lives is a source of fulfillment. With a showroom in Manhattan, she delights in learning about members’ preferences and how they integrate Vivrelle into their everyday lives, from special occasions to vacations.
For Geffen, running Vivrelle is not just a job; it’s a passionate pursuit rooted in her love for luxury fashion and style experimentation. Juggling the roles of CEO and mother of three, each day presents new challenges that she eagerly tackles. The unwavering commitment to the brand and the space they have carved out in the luxury accessory market fuels Geffen’s enthusiasm for the exciting journey that lies ahead for Vivrelle.
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