For me, the best part of Vivrelle isn’t so much flexing a new designer bag every single month—I tend to hold onto my selections a little longer—but 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 outre. (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 had no idea 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 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.
