Mr Viral
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As part of our third annual By Women series—which spotlights the best women-owned products and companies—we’re talking to Vivrelle cofounder Blake Geffen, who launched the luxury accessory rental company in 2017. With this series, we’re committed to giving female founders who own 51% or more of their business a platform. This not only allows them to introduce their brilliant products to a wide and potentially new audience, but it also helps you—the discerning shopper—discover the best stuff out there.
In early 2015, after what felt like an eternity of saving and and stressing, I bought myself a Saint Laurent bag. I’d always coveted designer pieces, but I also felt like I understood the value of a dollar and that there was something sinister about spending a month’s rent on a bag or a pair of shoes. But, as they say, the heart wants what it wants and I’d describe my reaction as visceral when I saw the brand’s Emmanuelle bucket bag covered entirely in multicolor suede fringe. It took a bit of time, but eventually I saved up—and sold enough of my closet on eBay—that I somewhat comfortably was able to walk into the Saint Laurent store on New York’s 57th Street and buy the bag. I’ll have and use this forever, I beamed. And then I promptly consigned it for around 16% of what I paid.
I suspect many of us have stories like this, which is why the concept of Vivrelle—a luxury accessory rental company—is so intriguing. For a monthly fee, members can choose from pieces of fine jewelry and hundreds, if not thousands, of luxury handbags from brands like Prada, Chanel, Gucci, Bottega Veneta, YSL, Loewe, Louis Vuitton, and Balenciaga to borrow then swap out when they’re ready to move on. Pricing—which ranges between $45 and $309 a month—depends on which tier members choose, the most popular being the “classique” level, which allows access to one piece of jewelry or handbag every 30 days with a retail value up to $4,000.
Launched in 2017 by New York-based PR professional Blake Geffen, the idea for Vivrelle came to her while on her honeymoon. She’d planned several bridal-related events and wanted her accessories to be different for each. “I knew I wanted my looks to be fashion-forward, fun, and high-end,” she says. “And I realized there had to be a better way for brides—and beyond—to access luxury accessories to elevate their looks.” The idea was all-consuming, and she and her now-husband spent their trip writing the business plan for what eventually became Vivrelle.
As far as small businesses go, it’s a success story: According to Geffen, Vivrelle surpassed its initial projections during its first month, and continues to grow in triple digits year over year. The company raised $35 million in a Series B round with investors including celebrities such as Nina Dobrev and Lily Collins.
There are other accessory-rental business, but Vivrelle’s staggering inventory places it in a class by itself. Approved members can browse online or make an appointment at the brand’s New York City showroom, at which hundreds of bags are pristinely displayed on shelves in an open loft space.
For me, the best part of Vivrelle isn’t so much flexing a new designer bag every single month—I tend to hold on to my selections a little longer—it’s more about getting to have some fun with luxury in a way that I never could. Especially now, as inflation soars and tariffs loom and the trend cycle is more aggressive than ever, the thought of dropping upwards of $3,000 on a handbag might feel outré. (The service, it should said, is still a nice-to-have in the current precarious financial climate to be sure, but if you can swing it, it’s an easier pill to swallow than making a major investment on a single piece.)
Buying that trendy rainbow-fringed Saint Laurent bag a decade ago is a core fashion memory, but the fact that I only used it a few times—and that it didn’t occur to me to think about whether it held resale value when I spent all that money—makes me wonder why more luxury categories aren’t expanding into the rental model.
Below, Geffen talks about the challenges of starting her business, her morning routine, a key piece of business advice she’d pass on, and more.
Why did you feel like it was a good time to launch Vivrelle when you did?
Was it a scary proposition?
We were pretty early to the borrowing model, so one challenge we faced at the beginning was getting potential investors on board with our business model and vision. Before we launched, we set a goal of 50 member sign-ups in our first month and we ended up far surpassing it. Because my background was in PR, we leaned heavily into influencer marketing to get Vivrelle off the ground, and it proved to be a game-changer. Of course, launching any business is scary, but seeing such an immediate enthusiastic response reassured us that we’d created something special.
Do you think consumers care about who actually owns the businesses they spend
on? If not, should they?
In my opinion, it’s always helpful to know who is behind your favorite brand but I don’t
necessarily think it translates to customers. At Vivrelle, we have a constant feedback
loop with customers to ensure we’re providing the best experiences. It shows the
leadership of the company cares and in turn creates a positive consumer-brand
relationship.
What’s one key piece of advice you’d give to other women looking to start their own business? Surround yourself with people who believe in you but also challenge you. Your network is everything, and the right support system will push you forward.
What time do you get up?
I’ve always been an early riser, but even more so in the past couple of years. I aim to wake up between 5 and 5:30 a.m. every day—6:30 would be a late morning.
What’s your typical morning routine?
Mornings are busy. I try to wake up before the kids so I have time to get ready, enjoy my coffee, check emails, get a bit of work done, and pack backpacks. The kids start waking up around 6 a.m. I quickly get them dressed, make a fast breakfast, and head out for my oldest’s school drop-off. Then I squeeze in a workout before dropping my other two off to school. After that, it’s straight to the office.
How do you take your coffee?
I can’t resist the fat-free French Vanilla Coffee-Mate creamer. If that’s not available, I’ll settle for a splash of cream or whole milk—no sugar. My go-to Starbucks order is a nonfat mocha latte, no whip.
Your first childhood dream job was…
I always dreamed of working in fashion. When I wasn’t sure if that path would be possible, I considered a career in nonprofit work, ideally one with strong ties to fashion. That’s why, with Vivrelle, we always strive to include a give-back component. It feels like I’m bringing my dream to life in the best way possible.
Your first actual job was…
After I graduated college, I got a job at a PR agency, focusing on fashion, and worked there until I started Vivrelle.
How do you typically deal with rejection in your field?
Rejection can be hard, but if you have the right state of mind, it can also be an incredible tool for creativity, insight, and encouragement to do more. A practice that I implement regularly is reframing every rejection as an opportunity to reset. Whenever I’m told no, I tend to use it as a moment to come up with something so much bigger, better, or more creative as a result.
What’s a key best piece of career advice you’ve gotten?
Focus on building a business that fosters long-term relationships with customers rather than chasing short-term wins. Also, always be ready to pivot.
What’s the parenting advice you’d pass along?
Don’t forget to take care of yourself. It’s so important as a mom to care for yourself just as well as you care for your kids. A lot of us feel guilty taking time to go to the gym, or go for a walk, and I think it’s the best thing you can do for yourself. I’m a better mom because I get that 40 minutes four times a week to better myself.
What’s your most comfortable work outfit/piece(s)?
You’ll often find me in jeans and a cardigan, even while splitting my time in Florida.
What’s the last great book you read?
I used to love reading, but in recent years I’ve found myself reading less and mostly keeping up with current events through news. That said, I did manage to squeeze in two books this past year. The first was The Algebra of Wealth, recommended by my financial advisor. I’m so glad he suggested it because it was incredibly relatable and empowering. Most recently I read Disconnected Kids, a book on parenting. Next up is The 5 AM Club, a gift from a friend.
Explain the moment you realized Okay, I might actually be successful…
When I saw people get genuinely excited about the brand, and the community we were building started to grow beyond my expectations. I had influencers that I followed and admired like Paige DeSorbo become members and it was a true pinch-me moment. Also, growing our following and hitting over 100,000 was a clear sign that we were creating something that people truly valued.
What’s your favorite low-stakes treat after a productive day?
A dirty martini or Grey Goose on the rocks with lime is always a solid choice. My true favorite, though, is sour watermelons.
Your go-to thank-you gift?
A Vivrelle membership, of course.
Finish this sentence: People would be happier doing their work if…
…they loved what they did and who they worked with. I’m so blessed to have the most talented, fun, and engaging team. When I’m stressed or a lot is going on, they check in on me. There’s nothing better than that.
If you weren’t in your current career, you’d be a…
Event planner. I love throwing parties.
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