Cassandra Gray Pivots Amid Retailer Closure – WWD

Cassandra Gray has closed the doorways of her Violet Gray store because of the pandemic and turned it into a short lived work house.

The luxurious boutique, an intimate and extremely curated purchasing expertise with a decor that’s paying homage to an old-world boudoir, has been on stylish Melrose Place in West Hollywood, Calif., since 2014. However with COVID-19 disrupting the retail enterprise and consumers turning to e-commerce, Gray has needed to pivot. Whereas constructing content material is nothing new for Gray, whose web site has been producing a weblog titled “Violet Information,” she’s now targeted on its progress as she embraces right this moment’s new digital actuality.

Because the world has gone absolutely digital, so has Gray, who now presents #VioletAtYourService, a private purchasing useful resource for patrons to make use of by way of textual content. She’s additionally producing content material by way of movie star profiles in editorial shoots as a part of a collection titled “Display Assessments.” Violet Gray’s newest topic is actress Emma Roberts, who was pregnant on the time. The piece, that includes an interview with fellow actress Jamie Lee Curtis, is shot by photographer Naj Jamaï.

As a method to tie-in merchandise alongside the tales, Gray has kicked off “Store Their Bag,” which lists a celeb’s beauty objects of alternative in a shoppable web page on She has additionally launched a short-form video collection on the positioning known as “Behind the Counter,” which is “just like the likes of QVC and HSN,” in accordance with the corporate.

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