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 posh boutique, an intimate and extremely curated buying expertise with a decor that’s paying homage to an old-world boudoir, has been on fashionable Melrose Place in West Hollywood, Calif., since 2014. However with COVID-19 disrupting the retail enterprise and customers 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 Recordsdata,” 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 provides #VioletAtYourService, a private buying useful resource for patrons to make use of through textual content. She’s additionally producing content material via movie star profiles in editorial shoots as a part of a sequence titled “Display Exams.” 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 approach to tie-in merchandise alongside the tales, Gray has kicked off “Store Their Bag,” which lists a star’s magnificence gadgets of selection in a shoppable web page on violetgrey.com. She has additionally launched a short-form video sequence on the positioning known as “Behind the Counter,” which is “just like the likes of QVC and HSN,” in keeping with the corporate.

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