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How Vivrelle Aims to Be the ‘Bergdorf’s Meets SoHo House’ of Luxury Rental

The luxury handbag and jewelry rental service is seeing monthly double-digit growth less than two years after launch.

Photo by Hagop Kalaidjian for Vivrelle

Going on a honeymoon really paid off for Blake and Wayne Geffen.

While planning their wedding in 2017, Blake, then a publicist at the agency LaForce, was searching for a service that would allow her to borrow high-end accessories without blowing her budget. She and Wayne, who has a background in finance, were hosting their wedding at The Plaza Hotel in New York City, after all.

“When we dug into it deeper, we found a fragmented market that didn’t have any luxury aspects to it,” Blake said. “That’s when we found a real gap in the market.”

Honeymooning in the Maldives, the then-newlyweds put together a business plan for Vivrelle, a luxury handbag and jewelry rental platform. They secured funding from friends and family upon their return.

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