Vivrelle

What started as a personal struggle for a bride-to-be has blossomed into a premier luxury membership club, fundamentally changing how consumers experience high-end fashion. In September 2018, newlyweds Blake and Wayne Geffen founded Vivrelle after Blake found herself frustrated during her own wedding planning. She was searching for specific, high-quality accessories to wear for her wedding weekend but realized that the market lacked a flexible, trustworthy option for borrowing luxury items without the heavy commitment of a full purchase. She didn't want to spend thousands on items she might only wear once, and the existing rental options were fragmented and lacked the premium quality she desired.

From this gap in the market, Vivrelle was born—a first-of-its-kind membership club providing access to a shared closet of coveted designer handbags, jewelry, and diamonds. With a mission to make luxury accessible, fun, and sustainable, Vivrelle allows members to borrow items with no return dates, swap them monthly, or purchase them at exclusive members-only rates. This innovative model empowers individuals to enjoy the thrill of carrying a Chanel bag or wearing a Cartier bracelet for as long as they wish, without the financial burden of ownership.

Since its inception, the company has experienced rapid growth, expanding its offerings to include a stunning 14,000-square-foot showroom in New York City, which serves as a social hub for its community. Vivrelle has also launched innovative partnerships with luxury hotels like the Four Seasons, further integrating its service into the luxury lifestyle. Today, Vivrelle continues to redefine the luxury experience, blending the excitement of a constantly rotating wardrobe with the ease of a subscription model, all while fostering a community of fashion-forward individuals who value experiences and sustainability over traditional ownership.