Vivrelle: How the Luxury Accessory Club Started With “I Do”

Sponsored by Vivrelle.

The bridal showers, bachelorette party, wedding, and honeymoon dates filled Blake Geffen’s calendar as she planned her wedding. But her mind filled with visions of beautiful accessories she’d wear for each occasion.  So the question became: What would she do with these pieces after the wedding festivities ended?  And why should enjoying luxury mean owning every piece? Her answer evolved into Vivrelle.

Geffen shared the idea with her now-husband and co-founder, Wayne. Together, they built what they wished existed for their big day: A flexible way to enjoy luxury.

Today, Vivrelle is a 360-degree luxury membership experience featuring a shared closet of designer handbags and jewelry, plus events, perks, travel benefits, and a like-minded community. Here’s how Blake turned a wedding-day idea into a new way to experience luxury.

How Blake Geffen built Vivrelle’s luxury membership

Before Vivrelle opened its doors, Geffen set an ambitious vision that went beyond borrowing from a designer closet. She pictured a community around elevated luxury and experiences. Her background in fashion public relations and influencer marketing set the stage for her to tell the brand story with an excitement and buzz that piqued people’s interest, even before the company launched.

She set a goal of 50 members in Vivrelle’s first month. And those first members gave her invaluable feedback. From the start, Geffen and her team were incredibly hands-on, paying close attention to what members enjoyed, what they wanted next, and how they used the service. Their conversations shaped Vivrelle as it grew.

“You can’t build a business in a vacuum,” Geffen says. “Once your customers start experiencing it, they’re going to teach you things you never could have anticipated.”

Explore the elevated luxury experience Geffen envisioned. Shop Vivrelle and use code ENTREPRENISTA for 80% off your first month.

Vivrelle’s flexible approach to luxury

Geffen and her team continue to learn from their members. “Some of our best ideas have come directly from our members,” she says. “Really listen to your customer and keep giving them reasons to be excited about what you’re building.”

As the team continues to stay agile in finding new ways to make membership feel exciting and valuable, flexibility has always been at the heart of the business. So much so, members can keep a piece they love for as long as they like. Then, make a swap when they’re ready for something new. Without a return deadline or set-in-stone monthly membership tiers, members make Vivrelle work around their lives.

Growing Vivrelle with in-person experiences

In the early days, Vivrelle operated out of a co-working space, but eventually moved into a 1,000-square-foot office and showroom. “We felt like we had really made it!” says Geffen.

“We quickly realized how much our members loved coming into the showroom, interacting with our team, trying on different pieces, and experiencing Vivrelle in person.” Essentially, digital membership was valued as much as in-person experiences.

This unintended intel shaped the company’s growth. Vivrelle began prioritizing larger showrooms and pop-ups that let people experience the brand beyond their screen.

Its SoHo and Bridgehampton pop-ups invited members and non-members to see and try pieces, make swaps, and immerse themselves in the Vivrelle world. The physical spaces also make it easy for potential members to grasp the range of Vivrelle’s closet and experience the membership club.

Fundamentally changing the luxury experience

As Vivrelle grew, Geffen opened investors' eyes to the larger opportunity behind the business’s borrowing origin. She demonstrated the vision was always bigger: changing how people experience luxury.

“We were building an entirely different relationship with luxury, one centered around access, variety, and experience.”

Vivrelle’s growing membership, expanded offerings, and community showed investors that Geffen was creating a new category with “real staying power,” securing a $62 million Series C funding round.

Vivrelle co-founder Blake Geffen’s advice

Pairing a big vision with real results allowed investors to see what Geffen saw all along. So, if you’re funding your vision and facing obstacles, take heart. Geffen says, “You can’t time the markets, and fundraising always takes longer than you would like. Try not to get discouraged easily.”

That said, Geffen didn’t feel ready when she started as a founder, but she believed in the problem she wanted to solve, took the first step, surrounded herself with people who supported her, and learned along the way.

“There’s no one right way to build a company,” she says. “You don’t need to follow someone else’s playbook to be successful.”

Entreprenista exclusive offer

Now, it’s your turn to match your big business vision with the luxury pieces you deserve. Experience what you’ve always wanted but would never actually buy for yourself. Think: a Fendi Baguette, or go big with a Birkin. Shop Vivrelle and use code ENTREPRENISTA at registration for 80% off your first month.